Four Essential Qualities of a Customer Care Centre

The rise of the multi-channel approach shook the customer care landscape to its core and new channels demand a different approach – customer centricity.

Multilingual contact centres need to engage and retain every customer to be successful.

We at OpsTalent believe that these four traits are the keystones to establishing a customer centric contact centre:

Measure quality from both perspectives.

Like many of its customer oriented counterparts around the globe, OpsTalent has invested in quality monitoring tools that record and view customer experiences during each query, also post-contact surveying tools that can determine how the customer felt about each individual interaction.

This way the contact centre gathers essential information about its customer base, feedback that later can be used during coaching sessions or incorporated into each contact centre agents monitoring scores.

But that’s not all, data can be used to improve operation processes work-flows or even actual products and services.

Continuously enhance services, sales and loyalty.

Thanks to all the monitoring tools, today’s contact centres gather an overwhelming amount of data on a daily basis – this would imply that the contact centre is “The Ear” of the organisation, and while true this statement is somewhat wrong.

Customer centric contact centres are not just ear, but the brain of the organisation. They gather and process the information, and later on use it to from strategies and plans.

Thus continuously improving and enhancing the customer experience, by the means of CRM tools, dedicated analytics teams, and evaluation of post-contact surveys.

OpsTalent provides fast, personalised, proactive customer service and support.

Metrics focused on the customer, not just on efficiency.

The best customer centric contact centres, focus less on Average Handle Time, Calls per Hour and focus more on metrics such as Contact Quality, First Contact Resolution and Customer Satisfaction.

Productivity based metrics have its place, but most of the time contact centre managers over-emphasise the importance of AHT. Which only leads the agents to develop bad habits, such as rushing the customer through the call, which in the end only leads to increased number of call volumes, and a decrease in customer satisfaction.

When it comes to agent productivity, focus on things like schedule adherence, thus ensuring that agents are ready for and on time for any potential challenge.

Embrace social customer care.

Providing customer support though social media is no longer a nice bonus, it’s a necessity. Facebook and Twitter are the go-to channel for the Y-generation, and the general public also tries social customer support if they need a fast response to their request or comment.

This is why all leading contact centres have developed and implemented a comprehensive social customer care strategy, with trained agents and powerful monitoring tools they are more than ready to provide proactive customer service and engage the customers in brand new ways.

Keep in mind, that in order to be a customer centric contact centre you also need to be employee centric as well, happy staff + happy customers = exceptional customer experience!

Customer Centricity: Gather, Rate, Engage & Measure

What each and every customer-centric business strives to achieve, is to create the perfect customer experience and making it last.

Focus your strategy on making the whole experience as convenient and approachable as you possibly can for the customer – if you manage to create such an environment, other aspects follow suit.

Create a great starting point for your business by following these simple steps:


The power of feedback

To be customer-centric you need to keep customer relationships up to date, engaging in proper conversations and gathering feedback through multiple channels is crucial.

One way to do this is through conducting ongoing customer surveys on a weekly basis, especially to newly acquired customers

Conduct customer surveys on a weekly basis, but don’t limit those to product or service information. Gather opinions on the ease of use your website, web-chat performance, load times etc.

Simply ask your customers what could be improved and what additional features would they like to use.

Separate the data into key groups, gather the most frequent requests from each and implement them over the course of three to six months – don’t forget to notify the customers about new features and interface or usability changes.

Constant feedback, gives you the insight to create a smooth customer experience.


Rate your “stuff”

Rating your own products is in your best interest, it shows you value your customers time and money as well instills confidence in your expertise.

The most commonly used practise when rating products, is to base them according to customer purchase and return history.

Unfortunately, it’s not that easy for consumables and various merchandise which can change its quality over a period of time. You need to notify the customer, that a particular product is ranked as a four out of five condition.

This gives your customer the option of choosing the best product quality there is, or going with the “Most bang for your buck” approach.

Quality of your products or services matters the most – nurture it with extreme care.


Measure customer engagement

The more data you can gather the better. Create a profile for each and every customer, remember to include their purchase and return history, log what products they were browsing, what is on their wish list etc. – be creative.

Also, take a closer look and see if the particular user is mostly going for high-end products, or goes for the budget option, examine brands – does he favour one?

You can always improve the way information and product rating are displayed, the possibilities of creating an engaging environment for your customers are endless – get to it!

Personalise the experience for each individual, and engage them each time they visit your web-page.


Pay attention to shifts in trends and pricing

The current economic “climate” has effected most industries, but for every negative try to find a small positive.

Selling less high end products is not a bad thing, most customers will shift their focus to brands which deliver similar quality for less cost. If you notice these trends fast enough, you will exceed at selling more budget products than your potential competitors.

This is why measuring online engagement and customer feedback is crucial when creating an adaptable business strategy.

The above steps are all you need in order to create a great and lasting customer experience – get to it!