Calling All Contact Center Managers: How to Improve Your Quality of Customer Care

A successful, customer-oriented team of contact center agents don’t get that way over night. An expert team requires expert attention from a manager who uses tactful insights and business intelligence resources to the advantage of his or her team. Why is it then, that only 31 percent of organizations closely monitor their quality of customer care? With every lost customer costing a contact center an average of $243, it’s time for mangers to implement tools that aid in monitoring customer care best practices.

Below is a list of tips and tricks to improve quality of customer care and boost profit:

Leverage Data Analytics: Do more for your customers and your employees by supporting your customer care practices with actionable data. For example, combing through large amounts of data can help you create customer profiles and make strategic forecasts and predictions. These data-driven resources will help in targeting the right consumers and offering support in the most suitable way possible for specific demographics.

Celebrate Your Employees: Most workers strive for praise and crave healthy competition. Providing positive feedback on an agent’s successful customer relation will hopefully motivate fellow employees to want to match that level. Additionally, giving praise to those highly-successful employees for the stellar work they do will only inspire them further. Offering feedback will also clearly outline what is working and what is not; for instance, if you celebrate the strategic handling of an agent’s phone call that was at first going downhill, workers will understand what to do next time they are in a similar situation.

Promote Preparedness: There is nothing worse, in the mind of your customers, than a seemingly underprepared contact center agent. Improve your quality of customer care by implementing demographic scripting—a business intelligence tool used to help agents communicate effectively to different groups of consumers.

Next time you get the feeling your quality of customer care is floundering, refer to these helpful tips to get your contact center team up and running at its most efficient pace.

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.

Customer Experience: Contact center a vital stop in the customer journey as the voice of your brand

We’ve all had that one experience with a company that left such a bad taste in our mouth that we vow we’ll never go back; and most of the time we never do. That’s what makes creating an outstanding customer experience so vitally important for today’s marketers… But are you doing it right?

We’ve all had that one experience with a company that left such a bad taste in our mouth that we vow we’ll never go back; and most of the time we never do. That’s what makes creating an outstanding customer experience so vitally important for today’s marketers… But are you doing it right?

I recently stumbled upon an article published last month by MediaPost’s Marketing Daily in regards to a Forrester report saying that many companies don’t effectively translate their customer data into customer experience improvements. Forrester also predicts that customer journey maps will continue to be stressed and will become even more in-depth.  “In 2013, companies will need tools that connect customer journeys to the people, processes and technologies that lay beneath the surface,” according to Forrester.

It’s important to consider what an important tool the contact center is within the customer journey, because it is the most direct, personal connection the customer has with your organization.  The people you have on the phone are much more than just order takers; those people are the voice of your brand to that customer. You can’t just have anyone handling your calls, but rather you should have highly trained brand ambassadors who can speak knowledgeably about your products and services, and your company as a whole.  These brand ambassadors should also utilize custom scripting based on the customer’s demographic info, buying history, preferences, etc. to create a message that is tailored to fit the customer’s needs.  This is where effective data analytics can make a big impact, because it allows you to put customer information in the hands of your agents right as the call comes in.  InfoCision recently released a case study on our Inscription technology and the positive result personalization has on ROI and customer experience.

To do these things you must work with a teleservices company that will be able to build a program to your specific needs and not just use a “one size fits all approach”. In this rapidly changing business environment, you can no longer afford to partner with a call center that only handles calls; you need to be looking for a strategic partner that is focused on and has the means to help you increase net profit and build lasting relationships with your customers.

The final paragraph in the article talks about the importance of employee engagement for customer experience professionals.  I couldn’t agree more.  A happier employee is going to be a better employee; because that happiness comes across over the phone in terms of creating satisfaction and excitement with regard to the brand they represent.  A more engaged employee will create more engagement with customers which will increase sales, create more up-sell and cross-sell opportunities and help to ensure they become a repeat customer.

I encourage you to read the article, and let me know if you have any thoughts of your own on the importance of creating a better customer experience.