Building An Emotive Customer Experience
Contact center trends come and go, but the renewed emphasis on “emotive customer experience” is one that should be here to stay.
Why? Because its focus is one that has been part of the contact center culture since the beginning – forging a genuine connection between the company and the customer.
But in recent years, as technology continues to encroach on personalized service, companies have sacrificed those connections for the efficiency and convenience of other forms of communication.
Make no mistake – customers want those other options as well. They’re busy too. But when they can’t solve the problem, or when it is more important to speak with someone who will understand the challenge and know what to do next, a path to one-on-one communication, with minimal hoops to jump through to get there, is once again considered crucial for delivering a peak customer experience.
Establishing an Emotional Connection
What does that mean, exactly? We know it’s important because of the results of a recent Harvard Business Review study, showing that emotionally connected customers are more than twice as valuable on a lifetime basis as highly satisfied customers, because they are more likely to repurchase goods and services and recommend the business to others.
No matter how well-designed the company website or mobile app may be, no matter how quickly the company responds to social media posts, and no matter how courteous an online chat responds to inquiries, none of these are sufficient for establishing an emotional connection. It requires a person-to-person interaction.
Ironically, the same technology that puts distance between customers and agents can also be used to establish that emotive customer experience:
- Speech analytics helps agents identify frustration points and act appropriately.
- Call recording allows managers to automatically review hundreds or thousands of calls for things to make sure the desired quality of human interaction exists, and that agents are spending sufficient time listening to every caller.
- At help desks and service desks, Salesforce provides agents with access to important information about each caller, including which products they own, open cases, caller status (VIP) and sentiment, allowing them to personalize the interaction, and leave them with a positive emotional experience.
Monet can deliver these tools to help you in your quest to be there for your customers on their terms.
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