Content or Emotion: How Do you Route Calls?
Routing calls to the agent best suited to handling them is a proven strategy for boosting service levels and customer satisfaction. But how do you determine which agent is the right one?
Most contact centers employ a content-based approach. If a caller has a highly technical question, there should be an agent with the product insight necessary to understand the problem. If a customer wants more information about a seasonal promotion, agents trained on the details would be the appropriate recipients of these queries.
However, emotion can be an equally pivotal consideration when routing agent calls. Customers who want to conduct their business as quickly as possible without a lot of chit-chat will be happier with an agent who moves the call along more efficiently. Senior citizens, who remember a less-hurried time and may enjoy some pleasant conversation during their calls, will prefer an agent with a more genial personality.
Behavioral analytics studies suggest that emotions might be a more important factor than content in call routing. Given that most calls will consist of basic questions and transactions, pairing a customer with a like-minded agent is a strategy that may deliver better results.
To do this, of course, it would help if a call center had speech analytics and other related tools available to quickly identify they type of a caller by their reactions or emotions. It would also need to know which agents are more naturally empathetic to problems, which are able to maintain a calm demeanor when confronted with anger, and which have the patience to deal with customers that do not express themselves in a concise manner.
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