The Three “Musts” of a Call Center Customer Relationship
Customer expectations have changed over the past decade. Business moves faster now, which is great, but it has also become more impersonal, which presents another set of potential challenges. Call centers dedicated to improving customer service and customer retention understand that it all starts with creating a relationship. Here are three things that must happen for that to be successful.
1. You Must Make the Process Easy
Let’s face it – no one looks forward to calling a call center. Customers dread the recorded prompts and the minutes spent on hold, and having to provide their phone number or order number more than once. It is vital for call centers to make the process of speaking with an agent as efficient as possible, while also providing other options such as email and chat and social media.
2 You Must Strive to Create a Connection
Whatever means a customer uses to contact a business or a call center, there is an opportunity to make that customer feel valued. Whether that’s an expression of appreciation for their business at the end of a call, or a personalized response to a social media post, the objective is to build a relationship with that customer so they are more likely to return. Automated responses have their uses but won’t get you there alone.
3. You Must Collect Data From Every Customer Engagement
Through call recording, speech analytics and performance management, a contact center can learn a lot about a company’s customers – what they like, what they don’t like, what they want from the company that they’re not getting and what they hope will never change. Much of this analysis will be after-the-fact, which certainly still makes it valuable. What you learn today can pay dividends tomorrow. But sometimes a contact center can go one better – with real time analytics, it can identify a moment within an ongoing customer engagement in which action can be taken immediately to bring about a positive result. Such moment-driven data is already being generated by workforce optimization and speech analytics. Agents must then be trained to recognize these moments and proceed accordingly.
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