The number one reason that customers stop doing business with a company is because of the poor service they received. Go online, and you’ll find thousands of YouTube videos of people sharing the gory details of their customer service horror story at a particular business and how badly they were treated.
With more selection and access to information than ever before, potential customers will probably keep in mind the 10 minute YouTube rant they saw next time they decide on where to buy a product from.
Smart companies understand the value of their current customer base, and recognize the power of delighting them in order to keep them coming back for more. They know that acquiring a new customer is much more expensive than maintaining an existing one.
And not to mention that it is by focusing on existing clients that companies are able to broaden their customer base through the ever-so-powerful word of mouth.
With that said, organizations can begin to do so by ensuring that every point of contact and interaction with a customer ends on a positive note. These connections essentially strengthen or break a customer relationship.
Let’s take a look at how to have drive consistent quality across customer service channels for an award-winning customer service.
1. Locate your customers
A big challenge for companies is choosing what social media platform to be present on. Do you open an account on Google+, LinkedIn, Pinterest, Instagram, Facebook or Snapchat? Or just do all three?
To make it easy and help you determine where to focus your time and energy: just be where your customers are.
See where customers and potential clients are talking about your brand, or similar products. Are they tearing apart the competition on Reddit? Join the conversation and provide the solution they are clearly looking for.
To find out where your customers are, search each social media site for mentions of your brand or particular keywords of interest.
Don’t leave dialogue about your brand unanswered, be there to pounce on the opportunity when presented.
2. Prepare your agents well
Training provides a standard quality across employees. Do they have an answer to how to approach different scenarios? Give them the tools they need to put a smile on every customer’s face.
3.Have a good CRM system
Customers can’t tell agents apart whether they contact your call center through email, chat or phone. You’re all ONE brand. Therefore, when they are on the phone repeating the situation already discussed through email, it’s normal when they can get annoyed.
With a good CRM system to record client history and information, your call center is guaranteed to provide quality across channels for an award-winning customer service.
You’ll be able to anticipate their needs and give more valuable information for consistent quality across the different points of contact.
4. Use VOC
In-house metrics are super important when it comes to quality monitoring. However, don’t underestimate the voice of the customer. Through a few well-though out questions, you can find out if they are thrilled with your service and what they would like to see more of.
Call center scorecards and quality metrics are essential to have a positive VOC, therefore, let the customer be your guide to how good of a service you are giving. Has your team exceeded AHT and having a hard time measuring FCR? If your VOC is positive, all is in order.
5. Read critically
Sure 100% of call center agents are literate, but are they understanding and reading between the lines of a customer’s issue?
Help your agents develop their cognitive reading skills and see the important message within a customer email, chat or even CRM history.
In addition, clients might not always be fluent in the language being used in your customer service. Agents must be able to piece the puzzle together and discern the message.
And not only might the customer message be poorly drafted, but address several concerns at once. Agents must be able to read completely and address each concern individually.
Although seemingly easy, it’s so frustrating for clients to receive incomplete or wrong answers simply because the agent did not read a query well.
6. Use the brand voice
Your company has established a culture, mission and uniform image to project onto the world. Your call center needs to reflect that image. The accent, wording, tone of voice, and skill of your agents all communicate brand image.
If you have a company selling hearing assistance earpieces for the elderly, consider avoiding teenagers selling and assisting with the product. Instead, go for more senior profiles who can better understand the needs of our clients and will be more relatable.
Speaking the same language doesn’t limit itself to speaking English, but means using the same dialect, tone of voice, accent, and even way of thinking.
7. Be quick to respond
Time is of the essence when a client sends a query. Whether it be through chat, email or phone, don’t keep them waiting.
When it comes to live help such as phone or chat support, a customer expects an instantaneous response and little to no waiting time.
Social media should constantly be monitored and a few hours to respond is usually acceptable.
As for email, an answer is expected within 24 hours.
8. Leave room for improvisation
Agents should have access to a library of high-quality prewritten content to use to answer customers’ questions. Or better yet, a complete forum with answers to common challenges they might encounter when dealing with a customer.
But customers easily pick up on canned chat responses and don’t care for them at all. Agents come off as mindless robots when all a customer really wants is to deal with a human. As a result, agents need to be able to switch from template to free text when needed.
9. Monitor the conversation
Your agents are on the right channels and are busy connecting with customers and resolving queries. You have taught them well and have placed all necessary tools at their disposal. Now what?
Your call center must continue analyzing ongoing conversations in order to continuously close the gap in the customer service experience.
By monitoring the conversations across channels through objective metrics, you can provide actionable feedback to improve agent performance and customer service.
Trying to achieve uniform customer service quality across channels? What challenges have you faced?