Quality of Customer Care Is Now in the Eye of the Beholder

Think about how good it feels when you call your favorite local restaurant for takeout and the order-taker not only greets you by your first name, but also remembers your individual preferences (well-done, extra sauce on the side). In remembering these small but important details, the business shows that it cares about you as a customer; as a result, the restaurant has a spot on your speed dial.

Your contact center most likely deals with a much larger customer base than a local restaurant does. Still, it’s imperative that you avoid taking a blanket approach to customer care and strive to create highly personalized customer interactions. Why? Customers today have come to expect white-glove service over the phone; if you don’t provide it, chances are more than likely that your competitors will.

As a recent Walker report states, this is a trend that will increase in importance over the next few years.

“The customer of 2020 will be more informed and in charge of the experience they receive,” the report sponsor explains. “They will expect companies to know their individual needs and personalize the experience.”

That being said, here are the steps your contact center needs to improve its quality of customer care:

Understand your customers: It’s important that agents can see exactly who is on the other end of the line before picking up the phone. The easiest way to do this is to assign individual profiles to each one of your customers. Using an application like Inscription, customer profiles can be created and updated in real time.

Put your data to use: Collecting customer data is an important first step. Next, you need to make sure that you use it to facilitate better experiences. If a customer prefers to speak Spanish or is hard of hearing, for instance, he or she should not have to select the option every time. You can also use customer data to create intelligent scripts that can greet callers based on known preferences.

Be mindful of your customers’ time: Make sure that your contact center is known for being as efficient as it is knowledgeable about its customers. Update your interactive voice response system so that it’s user-friendly (meaning it’s easy to understand and navigate). You should also invest in a skills-based routing solution so that the best available agent is always assigned to assist customers with their inquiries. This way, your customers will always be greeted by someone who is equipped with the necessary skill set to answer their questions.

In taking these steps, your business will differentiate itself from many other providers in its industry. Click here to learn more about how InfoCision can help make customer care a strong point in your company.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.