Contact Center Pipeline February 2024 | Page 13

Accuracy

Customers expect information to be correct . Duh , of course they do ! But has anyone called you lately to say thanks for getting it right ? I doubt it ! It is not enough to simply acknowledge this obvious fact . Here are the elements that the objective of Accuracy requires .

Hiring - Competencies must be very clearly defined . If you don ’ t intend on teaching basic skills , TEST the candidates to make sure they have them . If your agents will be required to write emails , chats , or edit suggested responses , TEST their writing ability . When Customer Experience is of high importance , TEST their definition . Is it a match ? Certain competencies cannot be trained ; it is more effective to hire smart than be stuck with someone not right for the position .

Training - Agents must be well trained , and depending on the complexity of the business , also skilled in the area of critical thinking to enhance consistency across the operation . Training is an ongoing process , not just a new-hire requirement . It is important to train agents in the manner in which they will do their jobs . When trainers have access to a “ training ” or “ sandbox ” system , they are able to integrate system , product , and customer service into the same module . The result is training that models the actual job and where all functions are utilized and practiced together .

Communication - An effective communication approach must be in place to " move " relevant information to agents in a timely fashion . Contact Centers vary in their approach : knowledge base , manuals , memos , emails , intranet , large plasma screens , ribbons on the desktop , whiteboards , etc . More and more operations today are investing in technology to facilitate communication in the Contact Center . Who is the information gatekeeper ? This is critical ! We have seen many cases in which supervisors become overwhelmed by information distribution coming from too many places ; anyone with a distribution list seems able to send changes or requests to the Contact Center . This is a frustrating situation and challenges Accuracy at its very core .

It is critical to establish a “ communication liaison ” function to serve as the gatekeeper and to take a good , long , and hard look at the means by which you communicate to the front line . Today ’ s remote environment places additional demands on management when it comes to communication and clarity .

Think about it . What else contributes to Accuracy in your Contact Center ?

Availability

Availability is another low-level satisfier that must be met before any Customer Experience points are earned . Availability includes these elements .

Hours of Operation - Many companies have had to evaluate whether their hours of operation are an asset or a liability in their market . While most industries have adjusted to extended operating hours , Healthcare continues to struggle to meet the market when it comes to extended hours . Regular business hours for contacting and scheduling provider appointments are the norm for the “ traditional .” But emerging competition such as Amazon Health , Urgent Care , and drug store Primary Care are challenging this norm . Competitors are winning market share as a result and forcing more scheduling centralization , paving the way for improved access .

Customer Access Channels - Multiple access channels in Contact Centers offer substantial benefits by enhancing Availability and customer service . These channels encompass phone , email , IVR , chat , bots , and social media . They cater to diverse customer preferences and accommodate varying communication styles and immediacy needs . This diversification reduces customer wait times ; it ensures quicker issue resolution and improved satisfaction .

IDIOM INSIGHTS

HIGH-LEVEL SATISFIERS

With Partnership and Advice , the Customer Experience becomes a market differentiator . Let ’ s assume that you have competitors ( a relatively safe assumption ). Many markets today look to match or beat their competitors in terms of price , services available , promises , etc . But the REAL differentiator may just be in the experience . How easy is it to reach you ? How easy is it to access / use your website or app ? How easy is it to get helpful answers ? Study your contact types ; answers will emerge and you will know that it is time to ACT .

Partnership

When discussing or training staff on Customer Experience , it is critical to assure the understanding that building the relationship IS in fact establishing the Partnership . Relationships are built in many ways and the frontline has a lot to do with it .

A relationship means being able to recognize the customer ’ s need , not only in specific terms , but on an emotional level . Providing a WOW or a THRILL leads to establishing an emotional connection . When you have customers on the phone , building a Partnership with them is about needs and nuances . It is about being able to fully represent your brand and deepen the relationship . Let ’ s face it , these days if an issue has risen above all other options to voice , complexity is a factor and agents must be prepared to engage appropriately .

Advice

Advice is the ultimate factor in the Customer Experience . Advice about products , services , etc ., is often in the hands of the frontline contact . Advice takes the

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