If you run a call center, change is familiar. The functionality and technology is more advanced than ever before. Beyond that, the expectations of service, the metrics that gauge success, and the channels customers can use to maximize their efforts and minimize their wait times are very different.
Today, most changes to call centers are a response to consumer behaviour, rather than an effort to advance business initiatives. After all, customer happiness and engagement are amongst the most significant drivers behind the image, culture, and success of an organization. In fact, 82% of consumers surveyed by Zendesk in their annual Benchmark Report said they stopped doing business with a company because of bad customer service from call centers.
44% of consumers are willing to switch to a competitor because they want to feel valued as a customer. Improving how call centers interact with customers, while focusing on the key ingredients needed to achieve sustainable satisfaction is crucial to the bottom line. So what’s the “secret sauce” for doing this?
There are countless ways we can gain better approval ratings from customers. It’s a good bet that the following strategies are key ingredients for making the “secret sauce” that puts customer happiness at the forefront of every business interaction:
1. Tracking Customer Engagement
2. Improving the Customer Experience
3. Raising Customer Lifetime Value
Tracking Customer Engagement
Creating strong, meaningful relationships with customers goes beyond just engaging with them. We need to measure and track how products and services affect customer expectations. By building key metrics and analytics around each step of the customer journey, and aligning them with a set of expectations, we can better understand the customer experience.
Let’s face it: Customers are everywhere: mobile, social media, live chat, on the phone, and they often use multiple platforms to resolve a single issue. It’s important to be where they are on their journey, but engaging them also means getting to know them and understanding what matters most.
New research from EvaluAgent shows that 90% of contact centers use multi-channel analytics to track the entire customer journey and develop comprehensive customer profiles during the process. How can this be done?
1. Conduct customer surveys (find the root cause of long hold times)
2. Interact with customers on social media (what piques their interest?)
3. Implement First Contact Resolution (FCR) metrics (during interactions)
FCR addresses a customer’s needs during the first interaction, and it eliminates their need to follow up. According to CCW’s Digital Executive Report on Customer Experience, 70% of customers identify FCR as the most important factor when interacting with acompany.
Actionable insight can be gained from gathering data across a variety of channels: the customer’s history with the company, their channel preferences, as well as their pain points. This information is also useful for call center agent training and assessment. From it, we can create marketing campaigns and allocate more well-defined departmental budgets. Tracking the customer journey ultimately prevents customers from jumping ship to a competitor.
Don’t miss the last 2 tips! Download the full report below.