Imagine you open a can of your favorite soda, and experience a totally different taste from what you expect. You would be confused, and may even contact the company for an explanation — or ask for your money back.
Consistency, in other words, is a top need for brands and something that cannot be ignored. It’s through consistency that companies can create lasting impressions and keep getting customers to come back for more. In marketing, consistency and trust go hand in hand. Take away consistency, and your brand crumbles.
This also applies to the customer experience that consumers go through when dialing into the contact center. Contact centers, after all, have hundreds or even thousands of agents all working to help customers on a daily basis — each with their own personality. If care is not taken to ensure brand consistency, callers could experience drastically different interactions during each engagement.
Consistency, in a contact center setting, is all about organizing agents so that they harmonize and reflect common points to customers. You don’t have to suppress personality, you just have to make sure that everyone is on the same page about the brand “image.”
Has your brand been hurting from a lack of consistency? Here are some things you can do to improve it:
Use scripting: Call scripts don’t have to be followed 100 percent of the time, as part of fielding a call requires using critical thinking and making snap judgments when customers ask difficult questions. Still, it’s vital that agents have scripts and notes to work off of outlining important notes about the brand. A big reason why consistency is important is that it prevents agents from giving incorrect information to callers about products, promotions and services.
Spot check agents: Just about every contact center today records customer conversations for quality purposes. But rarely do these conversations see the light of day. Most of the time, they get funneled into backend databases and left there. Customer service managers should build a few hours into their week to spot check customer phone, SMS and live chat interactions to see how agents are engaging with customers. Look for trends, and then use what you discover to work with agents and make them more effective.
Make training an ongoing process: For the average contact center, agent training stops after a certain period of time passes. It may be a week, or a month. What often happens is that agents stop trying to learn and improve at their jobs. They fall into patterns, and result to using their own language and styles during customer interactions. By making training an ongoing responsibility, through online learning portals or team building exercises, contact centers can drastically improve brand consistency.