Customer experience is based on the overall service from start to finish and is focused on how customers were treated and how they feel. When discussing customer experience in the contact centre environment one of the most challenging aspects is trying to make up for poor customer experience in other areas of the business i.e. dealing with complaints.
Shocking new research published by Iron Mountain shows that 39% of companies just file away complaints. 57% wait for the customer to follow up via another channel before investigating and 66% can't store incoming inquiries from different channels. By complaining, an organisation has an opportunity to redeem themselves, but when an organisation fails to grab this chance the impacts can be deeper than if the customer never complained at all.
In another blog there is an example of a complaint and two separate responses and there is a staggering difference in the impact each would have.
So how can a company go about turning around bad customer experiences they are made aware of through complaining?
Focus on Agents
Agents are responsible for turning the customer experiences around, it’s in their job descriptions to solve customer problems. Management are usually only alerted if a problem escalates at which point a lot of damage control is required.
Help them Understand the Customer Journey
- Map out a typical customer journey and carry out a workshop with them to identify potential wow moments and fail points.
- Role-play: Get an agent to call in three times and get bad experience. Get them to point out all the failure points and suggest solutions. Push them and test them by throwing in curve-balls. Now role-play an incredibly difficult customer with an agent.
- Get agents to mystery shop and fill out a customer satisfaction survey.
All of these activities will help customer service representatives understand what the customer is going through and the customer effort required. This should increase their level of empathy for customers and spark solutions.
Place Emphasis on the Importance & Impact of their Role
The Big Picture
Give agents an insight the overall company, the short term and long term goals and how the customer service impacts the organisation. Show an example of the butterfly effect of one customer journey on the business.
Ask for Particular Customer Service Interactions to be Scored
There will always be times in any role where there’s a crossroads, where you would like advice from someone senior. Don’t have agent wait until the bi-annual training to ask “What should I have done?” Why not get them to request for certain calls to be scored or ask them to showcase their worst, best and average call. Get the agent to state why it was good or bad and what they could have done differently. This means that the coaching is a more self-directed and cognitive learning process which will ultimately up skill the agents better because they understand the logic as they came up with it themselves with assistance from coaches where necessary.
Reward for Good Calls
Incentivising consistent great performance will give agents a goal and as long as the process is well designed it can be very successful. For example if you feel an agent needs a boost why not go through a couple of their calls and highlight the strengths presented and award them for that. It doesn’t have to be something that only the goal scorers or high-fliers get.
Encourage Customer Experience Conversations
Talking about customer experience openly will generate debates raising common issues and solutions.
Get CSRs to Self-Score Quality Audits
Self-scoring gives agents autonomy and more responsibility as well improving their self-directed learning.
Want to Improve Customer Experience today? Start monitoring the quality of customer service interactions.