Email is the most popular communication method for customer care delivery and with more contact centres embracing the multi-channel approach, proper monitoring is essential in achieving high productivity.
Bellow, you’ll find tips on how to get the most out of email communication channel and deliver exceptional customer experience.
Conduct grammar and spelling checks
Emails to customers have to be professional, just being readable won’t cut it. Your contact centre agents can easily undermine your companies image with poor spelling and bad grammar. This step while being fairly easy to conduct will pay off tremendously in the long run and will save precious time while avoiding confusion.
Pick the right tone
When monitoring emails, set a central set of rules and guidelines, or even a template. Just don’t be too restrictive, let the agents choose the appropriate tone – one that suits the specific customer query.
An overly formal email might be too hard to understand for most customers, a chatty one, on the other hand, has the potential to alienate the customer. Also, you wouldn’t address a senior in the same manner as you would a typical college “bro”, now would you?
Simply, let the agents adjust the tone to suit different situations.
Coach and review independently across all platforms
When conducting quality checks, use a larger sample pool than just a couple of interactions. This applies to single agent evaluation and team evaluation process as well.
If agents work on multiple communications channels score each one independently and coach accordingly. Good coaching will improve performance, but sometimes agents aren’t meant for some particular channel.
Pay attention to their skill sets, and assign them to projects that will utilise those to their full potential. This will drive productivity even higher.
The mystery shopper
Email is no different than a traditional call or even retail when it comes to mystery shoppers. This is a quite simple, yet often overlooked assessment technique that provides valuable data.
Having an external entity grading your staff is a smart move.
Answer the question – don’t “copy & paste”
The number times this simple step is overlooked makes us at OpsTalent cringe. Has the contact centre agent actually answered the customer’s query, or did he just send a prescripted response that has nothing to do with the question and provides no resolution what so ever?
Measuring success and first contact resolution will help you identify potential problems, and when these metrics improve it will be a clear sign that you are on a clear path to exceptional customer experience.
Make sure that any potential answers are consistent across all communication channels are consistent and relevant.
Also, personalise the email, it’s a small yet often welcome touch that embraces the vision of brand loyalty.
Don’t obsess over response time
Yes, response times do matter, and contact centres, as well as customers, rightfully care about them. Keep in mind tough, that customers understand that email isn’t used as the go-to “real time” channel, that’s what web chat is for or even the conventional phone call, or in some cases remote access.
Just make sure that customers know their request is being processed and that the response will be accurate and delivered in timely fashion.
Set up automated acknowledgements that set realistic response time for each query, this will help in managing customer expectations and your enterprise will avoid possible “clogs” caused by additional mail enquiries – this is especially vital during the festive season or during a new product/campaign launch.
Measuring email quality is easier than you might think, just make sure that your training and quality expectations are fully aligned – that’s the recipe for exceptional customer service.