EVIDENCE: "WHY WALLBOARDS WORK"
In the book "Influence" by Professor Robert B. Cialdini, Ph.D he discusses three important psychological traits that exist in all of us: Social Proof, Public Obligation, Authority and Conformity are some of the key reasons why call and contact centre agents perform in the best interest of customers.
Public Obligation: Once somebody makes a public commitment or takes a clear action, they are then much more likely to consider the decision to be the right thing to do and to take similar actions in the future...
Most of you will agree that reputation is vital to long term success. You will also agree that bad news travels fast and reports of poor customer care are all over social networks and other media channels like a rash. So what can we do in these tough times of budget cuts when many companies are more focused on obtaining new customers, and accepting churn, and less on keeping existing customers happy?
The good news is almost all companies are in the same boat.....
This white paper covers a sample of the areas that can be improved with no or a small investment.....
86% of consumers have stopped doing business with a company over a single bad customer experience. 4 years ago this figure was 59%.Source: Harris Interactive (2012)
Emotions are what make us human.
Unlike technology, which can be programmed to make certain decisions in the same manner day in day out, decision making in our clients is influenced by emotions. Customer experiences will create powerful, negative emotions which result in drastic and in some cases irrational behavior which can often lead to a customer deciding to walk away from a company because of a single bad transaction.
Have you ever gone off at the deep end?
Think about the last time you responded emotionally to a situation that in hindsight was an overreaction?
How many people did you then tell about your experience?
Did you use social media to spread the word?
52% of unsatisfied customers spread the word about bad service. Source: Zendesk
21% of social customers will spend more for excellent service vs 11% of non-social customers.
There are many ways to turn human emotion in your favor, firstly, make sure your customer care strategy avoids the things that cause frustration and disappointment. In a recent survey by Clickfox, 59% of customers said being transferred, having to explain themselves again and being kept on hold annoyed them the most. All of these events cause frustration, anger, disappointment and a feeling of powerlessness, and it is these emotions that lead to complaints, customer churn and lost business.
Assuming you have already been through the process of finding out what your customers want and have aligned your customer care strategy with those needs, you have effective agent training (VOC) in place and contact centre technology that provides real-time reporting there are some quick, cost effective wins.
One of the easiest and most cost effective techniques is to make sure your agents have instant access to call handling statistics (real-time) and key operational information. Physical wallboards are a great way to ensure your agents have access to the powerful real-time data that is available with all good contact centre platforms. Wallboards will ensure agents know when calls are backing so they can adjust their greeting, this alone is enough to diffuse a great deal of conflict. For Example:
Which would you like to hear after 2 or 3 minutes listening to hold music or a “Your call is important to us” message?
“Thank you for calling SJS Solutions, how can we help you?”
“I am sorry you have had to wait, thank you for your patience, how can I help you?”
Displaying information in a public manner encourages all agents to use the information because they know their colleagues also have access to the same information, and trust the information.
Knowledge breeds confidence
Operational information that empowers agents to answer customers’ questions with accurate, timely service and product intelligence will result in your agents being perceived as helpful, and professional. Dedicated wallboard solutions like SJS Solutions’ Optymyse allow important messages to be triggered based on thresholds, time and date or simply input and displayed the instant new information is available. Information can be displayed on one, several or all wallboards. This powerful communication tool reduces the reliance on e-mails and helps to reduce call transferring. When agents have a single source of reliable information they can rely on they are less stressed and provide a far better service.
How confident do you feel when you are asked a question you do not know the answer to?
In many cases service companies know when certain services have been affected by a failure or issue. Using wallboards to pass this information to agents that are seen by all agents as well as supervisors, means by the time your customers realise there is a problem, your agents are ready with the reason the problem has occurred and in many cases when the issue will be resolved.
Emotional customers are opportunities in disguise (Emotion breeds honesty.)
As a result of good or bad customer experiences, your customers will tell you exactly how they feel about your products and services
It is better for you to receive a complaint than it is to lose a customer who is dissatisfied and cannot be bothered to tell you why.
Displaying empathy and sharing in negative emotions can help create customer loyalty and give you far more insight into your customers’ needs and thought processes. By giving your agents the information and training to be able to deal with emotional clients your organisation will gain far more knowledge about customer behavior than you would from a customer survey.
The delivery of a well-structured apology can be enough to cement a relationship for life.