BrainTrust Query: Call Center Caution - It Can Rocket Loyalty or Kill It
Through a special arrangement, presented here for discussion is a summary of a current article from the Hanifin Loyalty blog.
The call center can either be the gem in a loyal customer relationship or the Achilles heel that kills it. It is the most personal of touch points and the one that creates the most vivid impression of a brand's responsiveness. Unfortunately, too many brands still do not manage this contact well, leading to heightened frustration by a customer exasperated by the experience.
"Why do I need to repeat my credit card information? I already gave it to the automated voice."
"I've called three times about this problem, and each time you ask me questions as though it's the first time calling."
"You lost my information?"
Yet some companies, such as American Express, employ all the right methods to create a great experience. That includes advantageously using "big data" — all known demographic, transactional, and behavioral information, plus all contact information from all channels (i.e. social, email, previous calls) — to provide the most informed and customized customer relationship.
Combining the knowledge from big data with other seemingly easy (but mysteriously lacking at times) service rules means that:
- If I need to be placed on hold "for the next available representative," tell me how long my wait will be and keep me updated every few minutes.
- Keep my journey through the IVR (interactive voice response) brief but worthwhile. Don't make me repeat my card number or nature of my call to to rep.
- Arm the rep with all of my data and history of any previous interactions I've had with the brand (e.g., purchases, complaints, phone calls).
- Ensure the call is always a positive one, directly aimed at gaining my satisfaction or resolving my problem.
- Don't unnecessarily try to sell me additional products.
- If you need to follow-up with me, please do so. Ask the best way to reach me.
Surprisingly, one of my most satisfying call experiences occurred when I needed to contact the New York State Department of Labor. On this particular call, an IVR explained that there was a 20-minute wait. If preferred, I could leave a callback number and they'd call when I moved up to first in the queue. Sure enough, after 18 minutes, my phone rang. A live rep came on in seconds, knew my name and the nature of my inquiry and proceeded to give me outstanding service and resolution.
It makes you scratch your head when a government bureaucracy can get it right, but some big companies can't.