Many customer contact centers are being challenged with enhancing the customer experience while at the same time managing their call volume and statistics. Reduced customer loyalty and expectations of high levels of service are becoming the norm. Our experience in working with customer contact centers has shown us there are three things to consider:
1. Determine the real reason for the call. Representatives fall into what’s called “automatic listening” as they hear a customer issue. When a representative thinks they know why a customer is calling they tend to jump right to the solution. Without knowing it, they may be cutting off the customer conversation leaving the customer feeling they haven’t been heard or valued. Even though they may have heard the issue 47 times this week, it is the first time for the customer. It is crucial to ask probing questions to gain a clear understanding of that specific customer’s situation so the customer feels like they’ve truly been heard.
2. Restate the issue. When you have to sign for a package, it indicates delivery. Communication happens the same way. The customer needs to know their communication has been delivered. One way to do this is to restate the customer issue. In general terms, restate something the customer told you so they know they’ve been heard and their communication has been delivered. You don’t have to restate every word of their story, just pick some highlights. I usually start with “So if I understand you correctly…” or “It sounds like you…” , then I restate their concern. If you’re off base, then it gives you the chance to clarify the issue before jumping to a solution.
3. Solve the problem and ask the key question, have I resolved the reason for your call? One way to track customer experience is to measure first call resolution. When a customer has to call in a second or third time, studies show the call actually takes longer to complete. The customer usually provides more and more detail while they vent their frustrations making the call take longer and more upsetting for everyone which ultimately ends up with reduced customer loyalty. It is easy to set up a tracking field or tick mark system to track your progress.
Customer experience is a differentiating factor for business. If you want to learn additional approaches, call us at 203.265.7499 or email firstname.lastname@example.org.