To succeed contact centre owners must guarantee the treatment of their employees is aligned with the organising principles of the brain.

Leading brands have been utilizing techniques derived from Neuroscience to attract new customers for years, and more recently this same science is being used to make management techniques and environments “Brain Centric”.

So, what about Call Centres, Customer Care Centres, Helpdesks and Contact Centres? Can our industry benefit from being more brain centric? You bet it can.

The one thing that is constant across all industries is the human brain and the way it works, from CSR to CEO we all have the same basic needs, and all make decisions using the same organising principles.

Using undeniable MRI technology neuroscientist’s have shown how the human brain can be moved towards the “Maximise Reward” State, also known as Engagement, and what needs to be done to avoid pushing employees towards their most unproductive state, known as the “Minimise Danger” State.

The research proves that the state a person is in has a dramatic impact on their performance, this is why SJS don’t subscribe to traditional wallboards, and instead are the only contact centre software company to deliver the tools required to create brain-centric contact centre environments.

Known as the SCARF model, neuroscientist’s have discovered 5 environmental factors which the human brain is monitoring, mostly below consciousness, every second of every day. Every action managers take; every report, performance review, every metric, threshold, message on your wallboards and every coaching session, will either support or undermine the perceived levels of status, certainty, autonomy, relatedness and fairness.

Let’s look at each factor in turn:

Status: Brain scans captured through MRI (see above image) show the same area of the brain is used to deal with Physical Pain, as is used to deal with Social Rejection. So what we’re saying is if your agents feel excluded, undervalued or treated unfairly in any way they will be experiencing pain and are unlikely to tolerate this for very long, are more likely to take time off sick and certainly won’t perform at their best.

Certainty: The same research shows that any form of ambiguity creates the “Minimise Danger” response, therefore placing your agents into their most unproductive state.

Autonomy: This plus a whole host of other studies show that stress levels increase dramatically when we don’t know what to do, this is certainly true for your CSRs who are already operating in a high stress environment.

Relatedness: The brain perceives people we have not met before as a threat. Using wallboards to help create strong bonds at work is a great way to reduce stress and increase performance.

Fairness: Fairness activates the “Maximise Reward” circuit; anything considered to be Unfair like Traditional Wallboards which only measure agent performance up to the point they answer the phone, a task a Monkey can do, will activate the “Minimise Danger” circuit.

Your Wallboards represent a huge untapped opportunity to ensure you encourage your agents to be in their most productive state, and yet many traditional wallboards metrics actually push agents towards the “Minimise Danger” state. This is because they unfairly measure performance, exclude content likely to reduce uncertainty or increase autonomy, miss the opportunity to increase relatedness and damage agent status by undervaluing them.

By aligning Optymyse templates with the SCARF model and offering free consultancy we only deliver brain-centric-wallboards. If you’d like to use your wallboards to move your agents to the “Maximise Reward” State, experience lower levels of staff turnover and absenteeism plus higher levels of productivity, Contact SJS Solutions Today.