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The customer is wrong is not correct statement and most of the fruitful companies around the world have always put their customers and employees first.<br><br>
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Introduction • It is an ongoing debate whether the customer is always right or not. Although no one statement or theory can be applied to every company or its functioning, overall the outlook and advice of all the experts is that customer is always right. • They believe that to succeed in the field of customer support service apart from using the latest call center software, the customer care must give high priority to resolving customer issues and queries. • The retail trade has followed the path of “customers are always right” for so many years. The expression was coined in Chicago by the boss of Selfridge, Marshall Field. Ever since then discussions have been going on about how and where a customer can go wrong.
According to Bill Price thinking that the customer is wrong is incorrect and most of the successful companies around the world have always put their customers and employees first. • To find out the potential effect, angry or negative customers can have on your business you can implement the three ways to use customer experience analytics. • It will give you a clear idea regarding how to put negativity from the customers into the right perspective:
Using The Data • Today’s advanced customer support software store a lot of data in the form of call history, call drop, call recording and so on. You can also track the customer data from social media, emails and other marketing campaigns. • This data can be summarized to find out whether your services or products are effective or not. It can be used to evaluate whether you are receiving a decent amount in return for your investment. • By viewing this data you will come to know whether the customers are satisfied with the service you’re providing. • Also, the data will give you an idea of which area you are lacking and are unable to keep the customers satisfied. The segments about which your customers are complaining can be the reasons behind your company’s less profit.
Personalize Customer Messages • Use the analytics data such as social media comments, messages and recorded calls and feedback from other platforms and predictive analytics for preparing a personalized message for the customers. • If you are using advanced customer care system then, you can also use Voice of the customer analytics and update the journey of the customer. • Studies reveal that such practices help to more loyalty and less customer churn.
Big Data to Get Significant Information • With the help of this treasure trove of data, you can extract all types of analytics from each and every department of the company, filter it and then come up with significant information that is not easy to find out if you go out searching one by one. • Using this data to decide your further customer service policy and marketing strategy goes a long way in ensuring that you are successful at providing quality customer experience.
Call Center KPIs For Monitoring The Customer Experience • So going with the phrase, “customers are always right” you need to take steps to make sure that your customer care strategies are channeled properly to ensure that the customer is treated as the king. • And for that, as discussed above you can use analytics to your advantage. • The latest call center systems offer huge data to the companies and using the analytics the customers can be kept happy. However, since the data is quite big, you may find it difficult to figure out the right metrics you need to monitor. • Let us discuss a few KPIs of a call center that you can track easily and improve the customer experience:
Segmenting Customers • Of course, customers are a top priority. Even then, not all customers are created the same. It means that not every customer will provide you with the same benefit despite giving each of them equal level of customer service. • You can understand this differentiation and segment the customers using the algorithms and Big Data that you can easily extract from the email, social posts, and images. • The best way to use this data is to apply the dynamic offer-relevancy scoring to this data and accordingly design your services or offers dynamically relevant to ROI. • By using the software data and other tools you can easily find out how your offers are really working and whether giving personalized offers is indeed providing you the expected escalation in sales and profitability or not. • What if the analytics reveal that the customers are not satisfied with the services or offers and have posted negative comments or reduced their purchases?
In the long-run, you can come to know that some customers are consistently unprofitable. Who are such customers? • These are the people who are only using products or services that are deeply discounted. Also, these are the same customers who are calling you all the time for the same problem or returning/exchanging the products all the time. • It indicates that such customers have a habit of showing inconsistent and displeasing behavior. It is almost impossible to convert these customers. So what can you do? In such a scenario, either they will leave on their own or it is really sensible to ask them to leave. • But you must do this task tactfully by making them leave themselves through offering and certainly not forcing them to do it as it might affect your image. • Importantly, call centers who intend to follow this path must employ experienced, skilled and trained agents who can execute such responsibilities smoothly.
Preparing Quality Scorecards • It is easy to predict the experiences of your customers by building on personalization instead of opting for biased, costly surveys. • For this, all you have to do is listen to what the customers are trying to tell you through their online behavior on social media or through data analytics and recorded call speech in your call centers or through post-visit voice capture in a home. • Another important move is to ask your frontline employees in the call center about what the customers are saying or you can as well hold roundtables with them and listen to the customer calls. • These steps can help you predict the needs and wants of the customers and loyalty.
Now based on this Big Data, companies can create quality scorecards so that they can manage call quality on every call and utilize this card for managing their quality metrics. • While creating a quality scorecard the importance should be given mostly on optimizing quality and performance. • To check out whether the goals for the call quality are working in line, companies can arrange for call calibration sessions on a weekly basis. • It will indicate whether the execution and the performance of the call centers are according to the quality parameters made mandatory by the companies.
Making Concise Calls Top Priority • Being friendly, polite and inviting to the customers whose call is good. But the primary objective of these customers is to get help. • And the top priority of the agents should be to resolve their issues as quickly as possible thereby limiting the average handling time (AHT). • For delivering the customers their optimal happiness level, it is important that the calls are concise. • Of course, it is not always possible to have each of your agents to be trained and skilled to the same level.
However, the advanced call centers using robust CRM systems can route the software integrations and ensure that their best agents are mostly exposed to the biggest issues of the customers. • Although friendliness and casual tone are highly important in customer service, it is also equally essential that the agents avoid prolonged conversations and focus on the issues that are needed to be resolved instead of discussing trivial issues. • The quicker an agent, happier the customer will be.
