In today’s competitive environment, the quality of your customer service is an increasingly important factor in nurturing positive customer loyalty. However, it remains the case that many organisations are still not monitoring, measuring or even managing the service quality of their contact centre agents, despite the fact that a single interaction between them and the customer can make or break a relationship. Verint recently carried out some research looking at the state of customer service in the UK. It found that despite the current economic climate, only 22% of consumers value price over service and as many as 38% of consumers admit to never contacting their suppliers, and those that do don’t get in touch very often. How can you build customer relationships and create a loyal customer base if this is the case? Organisations need to ensure that the few interactions a customer has with the contact centre are handled efficiently and leave the customer feeling satisfied. While the customer’s personal experience cannot always be completely captured and analysed, this information - call recordings in contact centres, customer emails and social media interactions - combined with customer satisfaction surveys, can give an organisation a better idea of the customer experience. These insights will allow companies to improve their service and tailor their products precisely to what their customers want, improving satisfaction and increasing loyalty. Unfortunately, the reality for many organisations is slightly different, and organisations often struggle to manage the basic call monitoring functions, or capture additional insight from other channels such as email, instant messaging or social networking sites. Too often the focus is put on streamlining internal efficiency-based metrics, meeting tightly monitored call routing and time SLAs, while the detailed assessment of the customer experience and the outcome of the call are put to one side. By treating calls as one-off customer issues, the contact centre is at risk of ignoring the underlying commonalties and actually being able to identify the root-cause and possible prevention for these situations. Fundamentally, though, this can all act towards improving the customer service. The key to effective quality monitoring includes six crucial steps:
Remaining competitiveBy monitoring quality across multiple channels, organisations can learn from their customer interactions, leading to better decision making, service and processes. The monitoring, measuring and managing of performance and service quality must remain a priority, but the “voice of the customer” analytics, across multiple channels, is just as important. By adopting the view that quality monitoring is a strategic process rather than a tactical one, companies will begin to see an improvement of their customers experience and their customers therefore becoming their strongest champions. Steve Rosier is director of voice of the customer analytics at Verint.
{"ad_unit_id":"App_Resource_Sidebar_Upper","resource":{"id":6884908,"author_id":581250,"title":"chapter 10","created_at":"2016-11-03T20:13:10Z","updated_at":"2016-12-01T00:33:02Z","sample":false,"description":"","alerts_enabled":true,"cached_tag_list":"","deleted_at":null,"hidden":false,"average_rating":null,"demote":false,"private":false,"copyable":true,"score":10,"artificial_base_score":0,"recalculate_score":false,"profane":false,"hide_summary":false,"tag_list":[],"admin_tag_list":[],"study_aid_type":"FlashCardDeck","show_path":"/flash_card_decks/6884908","folder_id":1067314,"public_author":{"id":581250,"profile":{"name":"Perlitha Soto Va","about":null,"avatar_service":"facebook","locale":"es-ES","google_author_link":null,"user_type_id":231,"escaped_name":"Perla Soto Valle","full_name":"Perla Soto Valle","badge_classes":""}}},"width":300,"height":250,"rtype":"FlashCardDeck","rmode":"canonical","sizes":"[[[0, 0], [[300, 250]]]]","custom":[{"key":"rsubject","value":"Economía"},{"key":"env","value":"production"},{"key":"rtype","value":"FlashCardDeck"},{"key":"rmode","value":"canonical"},{"key":"sequence","value":1},{"key":"uauth","value":"f"},{"key":"uadmin","value":"f"},{"key":"ulang","value":"en"},{"key":"ucurrency","value":"usd"}]}
{"ad_unit_id":"App_Resource_Sidebar_Lower","resource":{"id":6884908,"author_id":581250,"title":"chapter 10","created_at":"2016-11-03T20:13:10Z","updated_at":"2016-12-01T00:33:02Z","sample":false,"description":"","alerts_enabled":true,"cached_tag_list":"","deleted_at":null,"hidden":false,"average_rating":null,"demote":false,"private":false,"copyable":true,"score":10,"artificial_base_score":0,"recalculate_score":false,"profane":false,"hide_summary":false,"tag_list":[],"admin_tag_list":[],"study_aid_type":"FlashCardDeck","show_path":"/flash_card_decks/6884908","folder_id":1067314,"public_author":{"id":581250,"profile":{"name":"Perlitha Soto Va","about":null,"avatar_service":"facebook","locale":"es-ES","google_author_link":null,"user_type_id":231,"escaped_name":"Perla Soto Valle","full_name":"Perla Soto Valle","badge_classes":""}}},"width":300,"height":250,"rtype":"FlashCardDeck","rmode":"canonical","sizes":"[[[0, 0], [[300, 250]]]]","custom":[{"key":"rsubject","value":"Economía"},{"key":"env","value":"production"},{"key":"rtype","value":"FlashCardDeck"},{"key":"rmode","value":"canonical"},{"key":"sequence","value":1},{"key":"uauth","value":"f"},{"key":"uadmin","value":"f"},{"key":"ulang","value":"en"},{"key":"ucurrency","value":"usd"}]} |