A solid coaching strategy helps your customer service team perform at its best — and that’s fundamental for any successful business.
Why? Because consumers are blessed with a vast selection of buying options online, with brands catering to almost every taste and need. If they find your customer service just isn’t up to scratch, it’s no real hardship to try another business instead. And consumer expectations are higher than ever, with 54 percent claiming theirs have increased on those of the previous year.
As an admin, reviewing your customer service team’s coaching results gives you valuable insights into how effective coaching sessions are. Spotting certain trends will tell you where careful attention is paying off and where more is necessary. But what do trends say about your team?
Customer Satisfaction: The Good and the Bad
Every customer’s experience matters to your company — or, at least, it should. While it’s possible one or two unsatisfied buyers could fall between the cracks and make little negative impact on a major global brand’s reputation, smaller businesses simply cannot afford to take that risk.
Complacency is a big danger, and you should always be looking out for coaching results indicating a drop in Customer Satisfaction Scores or Net Promoter Scores. Poor coaching can lead to poor service and prompt consumers to award low scores when asked to rate their experience after an interaction.
This is bad enough when agents are representing your own brand. But if you’re a BPO supporting your clients’ customers, you could cost yourself some real business and put potential other clients off.
Scores to settle
Low satisfaction or Net Promoter scores could tail off when coaching kicks into gear but resurface down the line, indicating certain agents (or the entire team) are less engaged by their work.
Trends revealing unhappy consumers suggest your coaches must adopt a different approach to achieve the desired performance improvements. As an admin, you could study these trends and work with team leaders or managers to identify new coaching strategies.
Perhaps coaching sessions need to focus on role-play techniques, include recordings of interactions, explore personal obstacles that could be standing in the way of success and even encourage staff to open up about their feelings towards their job.
Alternatively, if coaching result trends show an improvement in customer experience, you should review how this was achieved. What techniques did the coach employ during sessions? Which resources or goals did they assign to drive such positive results?
Get to the root of the change and utilize findings for future coaching sessions.
Gauging Attitude and Friendliness
Agents must be friendly, professional and sympathetic during customer interactions. A bad attitude can turn buyers off for life: research shows just 18 percent of those who rate their customer experience as ‘very poor’ are likely to purchase more from a business, while only nine percent would recommend said company to someone else.
But 87 of customers rating experiences as ‘very good’ would probably buy from the business again, with 79 percent offering recommendations.
A good, positive, caring attitude helps engage consumers and leave them with a good image of your company. Think about this when reviewing how customers rate their interactions over time, in light of coaching sessions. Coaching sessions should focus on this, provide feedback and encourage workers to view customers as real people rather than faceless drones.
Are coaches driving employees to make consumers feel more valued and respected during interactions? It’s unlikely if satisfaction scores keep dropping despite regular coaching, or coaches might not be assigning the right objectives.
For example, they should be telling agents to increase their satisfaction scores by a certain number within a set period (one month, two months etc.) — but they have to be reasonable.
Related Article: Five Coaching Tips for Contact Center Agents that Work
Understanding the causes
A failure to stay positive and friendly with customers could be down to multiple factors. Perhaps employees simply lack the soft skills, which can be addressed through coaching sessions. Or they may feel undervalued by the business, without real motivation to up their service game.
In either case, coaches have to find a way to deal with this in sessions. Soft skills can be improved by talking agents through important communication techniques or setting exercises to try when talking to customers. Video tutorials may be included with coaching sessions too, offering expert insights relevant to the agent’s unique needs.
Assigning points and recognition badges for hitting targets is an effective way to boost motivation too, rewarding agents for accomplishments in front of colleagues. A ranking system for employees earning points fosters healthy competition too, fostering a genuine drive to perform better than others.
Cultivating Better Productivity and Efficiency
Some employees have the soft skills to remain productive and hit targets off their own initiative. Others, though, find this much harder.
Coaches should pay attention to data indicating poor productivity when devising coaching sessions. As an admin, you may need to draw their attention to it and advise on targets / deadlines.
Large ticket backlogs, long average handling times for interactions, few or no first-call resolutions and similar trends can all indicate a lack of productivity and / or efficiency. Both are core elements of a successful support team with the skills to keep customer satisfied.
Trends should be studied carefully to understand what leads to poor results in productivity and efficiency. Are employees taking longer to resolve customer problems because they lack the necessary product knowledge? Could they be struggling with a clumsy CRM that makes finding key details harder than it should be?
Whatever the issue, coaching sessions must offer solutions and cultivate more positive trends over time.
Coaching results tell you everything you need to know about the impact of your customer service team’s coaching sessions.
Studying results and trends offers valuable insights into which coaches are targeting key issues, which fail to drive improvement and which just need managerial guidance to help agents grow. Delivering the strongest customer experience your team’s capable of can boost satisfaction scores, expand your audience and increase retention — potentially improving your ROI down the line.
What do you think are the most important coaching results trends? Which techniques have you found most beneficial? Let us know!