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.
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!