Sometimes it’s Okay To Go Unscripted

According to ICMI Research, 45 percent of consumers will switch to voice for online transactions if their needs aren’t being met or if their questions or concerns are not addressed immediately by an automated system.

Therefore, it’s important that contact center agents be prepared to handle calls swiftly and often spontaneously. This means agents must sometimes forego their scripts to ensure a customer doesn’t feel like he or she is simply being given the run around.

A few strategies to improve unscripted calls include:

  • Provide customer care uniformity by ensuring agents have the flexibility and tools to improvise when needed.
  • Be natural. Customers don’t want to speak to robots and can easily detect when a call is becoming a simulation of an automated call, rather than a physically present and human response.
  • Respond to a customer’s concerns with the utmost respect. If customers are upset, empathize to show that you’re not only there to listen, but also to help.
  • Concentrate on finding solutions or options that can satisfy or resolve your customers’ concerns.

Remember: Your contact center services ROI depends heavily on the ability of your agents to make a human connection with customers. So your agents should always put themselves in the shoes of your customers.  What may seem trivial to you may matter immensely to him or her. Consumers have distinct expectations and life experiences, so don’t assume their issues are unimportant. Though the use of scripts allows most agents to stay on track, use your better judgment to determine when you need to reach out to your customer compassionately.

Business Intelligence services that allow you to understand your customer base and personalize their experience, include list development and data analytics, such as predictive models, customer data profiles, segmentation strategies and demographic scripting, which are all invaluable to improve your results and heighten your contact services ROI.

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.

Moving Beyond Your Trusty Customer Base

Customer loyalty is the ultimate sign of a great company. Consumers that continue to do business with you—especially with so many competitors constantly entering every sector—don’t just like your product or service: they trust it, which is an even bigger accomplishment.

The problem with a loyal customer base that isn’t growing, however, is that it will shrink over time, regardless of what you do. Some people will move away, others simply won’t require your product or service anymore; as customers begin to trickle away, the dent in your bottom line grows deeper.

Staying viable for the long term requires you to bring in new prospects, particularly younger consumers that can stay with you for years, even decades. Of course, that is easier said than done, which is where a partner that can help you implement multichannel marketing solutions can be invaluable.

Outsourcing some of your marketing to a partner that offers years of experience and top-of-the-line technology can help you expand beyond the consumers who already know and love you. A company like InfoCision, for example, can help you market more personally to those demographics that you covet with tools like:

  • Customer Profiles created using data from consumers who take specific actions (like making a purchase or responding to a promotional email) to determine what offerings may pique consumers’ interests in the future. Or, you can gain insight into their preferred channel for future contact.
  • Grouping them together based on shared attributes, a tactic called market segmentation. By targeting the right people, your organization can increase cost efficiency and drive response.
  • Tailoring your marketing script or message to different groups of people with different needs, wants, interests, etc. For example, you can create a different message—for the same product or service—for a 22-year-old recent college graduate than for a 55-year-old professional.

Building a loyal customer fan base is often the hardest part of running a business, and the good news is that you’ve already done that! Now with a little help from a marketing partner, you can ensure success far into the future.