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By: Rosanne D'Ausilio, Ph.D.
Historically, customer service was delivered over the phone or in
person. Customers didn’t have many choices, and switching to
competitors was cumbersome. Today, these methods are but two of the
many possible touch points of entry for any given interaction. With
all the options the Internet brings, competition is literally a
click away. If, as has been reported, 65% of your business comes
from current customers, then in order to stay in business, you best
focus on winning the satisfaction and loyalty of those customers.
With continued attention on customer service, customer retention,
and lifetime value of the customer, it is no surprise that contact
center operations continue to increase in importance as the primary
hub of a customer’s experience. The contact center is still the most
common way that customers get in touch with businesses. In fact,
Gartner reports 92% of all contact is through the center.
While much attention has been focused on the technology and benefits
of providing multiple channels for customer contact, little
consideration has been directed to handling the human part of the
equation—training Customer and Technical Service Representatives to
field more than just telephone communications. With the explosion of
e-commerce, the need to reinforce keeping the human element in the
equation is paramount. Certainly now more than ever before in
history, customer-centric service is a necessity.
Twenty five years from now customers will still be human beings,
still be driven by desires and needs. Virtual environments do not
create virtual customers. Except for the simplest transactions, some
customers still need to be connected with and nurtured by a live
person. Amazon.com has learned this. They employ hundreds of
traditional customer service representatives using phone lines to
help customers with questions that cannot be dealt with online.
With the ability to handle simple transactions available by using
sophisticated, self-service technology, customer calls, faxes,
and/or e-mails are more complex, more complicated, sometime even
escalated, heightening stress levels.
At the same time, research has identified the Customer Service and
Technical Representative as one of the ten most stressful jobs in
America today, with job stress costing employers an estimated $300+
billion yearly in absenteeism, lowered productivity, rising health
insurance costs and other medical expenses (up from $200 + billion
just ten years ago.) A recent NIOSH study reported that 50% of
employees view job stress as a major problem in their lives--double
from a decade ago.
Lines of demarcation have blurred and change is rampant in today’s
center. Why? Because of our cell phones, voice mail, faxback, PDA’s,
and e-mail. We are now more available and accessible than ever
before. The lines are no longer clear as to where our jobs or
projects begin and end—they can follow us home again and again.
In today’s competitive marketplace there is little difference
between products and services. What makes the difference--what
distinguishes one company from another--is its relationship with the
customer. Who has the awesome responsibility for representing
themselves, their companies, perhaps their industry in general?
Front line representatives.
The ability of a company to provide human-to-human connections--back
and forth live communication--continues to be critically important.
The fact is voice is the most natural and powerful human interface,
real time or otherwise. That isn’t going to change any time soon. To
the customer, people are inseparable from the services they provide.
Actually, the person on the other end of the phone is the company.
It is no wonder, then, that companies with superior people
management, invest heavily in training and retraining, reinforcing
the human element.
Yet customers still leave. The latest statistics on why are:
• 45% because of poor service
• 20% because of lack of attention.
This means that 65% of your customers leave because of something
your front line is, or is not, doing.
• 15% for a better product
• 15% for a cheaper product and
• 5% other
This is the good and the bad news. It’s bad news because that’s a
high percentage. On the other hand, it’s good news because there is
something you can do about it—it resides on the human side.
It is agreed that people, process, and ‘state of the art’ technology
are what make companies work. For me, the people process is most
important. After all, it’s the people who truly make the difference.
Never lose sight of the fact that we are human beings, not merely
‘human doings.’ The fact is 70% to 90% of what happens with
customers is driven by human nature, having nothing to do with
technology. Technology is meant to enable human endeavors, not to
disable them.
Extraordinary service or lack thereof, separates the good from the
great companies. As more and more organizations are turning to the
contact center as a strategic player in the competitive landscape,
it is in the throes of re-inventing itself to step up to the plate
and become the heart of a company's customer facing operations.
Empathetic Responsiveness
The ability to put yourself in another person’s shoes and see their
point of view—not agree with them, not make them right and your
company wrong—but hear what they are saying. After all, basic needs
of all of us are to be heard and treated with dignity and respect.
I think of a call as an ABC process. ‘A’ represents the customer
presenting their question, request, complaint or problem. ‘C’ is the
ultimate resolution. Most times ‘B’ is either skipped or left
out—because of metrics, calls in queue, or simply because you know
the answer before the customer is even finished speaking. ‘B’ is
where the agent acknowledges what they hear—be it upset, anger,
frustration, or fear. Or, a simple ‘thank you for taking the time to
call and bring this to our attention.’ After all, if a customer
calls in to complain, you have the opportunity/challenge to turn
them around. If they don’t call, and only complain to other people,
you have no opportunity. Does going through ‘B’ take longer? Not at
all. It allows you to move the customer to a more productive
interaction and close the call. I’ve heard many customers repeat
their opening paragraph (A) over and over, while at the same time
the agent is trying to get them to resolution (C). Red alert! Red
alert! Acknowledge what is behind the words and you will move them
quickly to ‘C.’ I believe you can’t go from A to C without going
through B.
If all customers wanted just the facts (and some do), they could
ascertain the information online. Most customers (people) want the
human interaction, someone to hear them, someone to care. A simple,
“I’m so sorry that was your experience. My name is Rosanne and I’m
going to do my best to help you right here and now.”
Self Service
When asked the question in a recent study, “What is the biggest
barrier your company encounters to self-service effectiveness?” only
14% of the customers replied they don’t know about it.’ This means
that the 86% who do know about it and attempt to use it (1) find it
too hard to navigate, (2) can’t find the answers, and/or (3) don’t
trust the system or the answers they do find.
Research shows that customers prefer to deal with companies who are
the most consistently accessible. When customers experience a level
of service from email and chat support, for instance, that equals or
exceeds voice support, then and only then will they gladly migrate
to those channels to resolve their problems and inquiries.
To increase customers’ satisfaction, be sure to:
1) Phone: Have a ‘zero out’ option on your system
2) Website: Have your phone number or a button to speak with a human
3) E-mail: Rephrase the issue in the opening paragraph.
Purchasing Process
In an interview with Delia Passi Smalter, the former publisher of
Working Woman and Working Mother magazines, we found very
interesting statistics regarding female demographics (Incentive
Magazine, 2003). It seems that women are making over 85% of consumer
purchases and influencing more than 95% of total goods and services.
Smalter distinguishes the purchasing process women and men go
through. The biggest one, she says, is that women need to feel more
of a connection to the TSR; they need to trust the corporation and
the brand. Price becomes secondary. Women take in a lot of
information, including recommendations from friends and family,
company and brand reputation, feelings about her contact person, and
how the brand will impact her life. Not so for men. Men take a
systematic approach, allowing outside influence to some degree, but
mostly they are focused on price.
One of the most influential documents in the world, the U.S.
Constitution, begins with "We, the people..." Yes, ‘we the people’
are what makes the difference.
About the Author: ROSANNE D'AUSILIO, Ph.D., industrial psychologist,
President of Human Technologies Global, Inc., specializes in human
performance management for contact centers, providing needs
analyses, instructional design, and customized, live, world class
customer service skills trainings. Also offered: agent/facilitator
certification through Purdue University’s Center for Customer Driven
Quality. Known as 'the practical champion of the human, she authors
the best-sellers, Wake Up Your Call Center: Humanize Your
Interaction Hub, 4th edition (hot off the press), and Customer
Service and The Human Experience and soon to be released, Lay Your
Cards on the Table: 52 Ways to Stack You Personal Deck.. Reach her
at Rosanne@human-technologies.com , sign up for her complimentary
monthly e-newsletter in its 7th year, and check out her new virtual
store. Sign up for her newest endeavor Tips at
http://www.HumanTechTips.com.
This is not the same newsletter as at
http://www.human-technologies.com.
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