3rd Party Remote Call Monitoring Feature
May 01, 2015
Close Monitoring Pays Bigger Dividends
By TMCnet Staff
Has your company adopted a successful social media strategy? Does this strategy include the use of monitoring and engagement to ensure your brand is protected across all channels? This is a common concern for companies that have yet to delve into this real-time world. The problem with the hesitation, however, is that these conversations are already taking place – wouldn’t it be better to play a part?
It’s a common move for the customer service division to invest in call center software as a way to better manage all interactions. This is a great investment, as long as the software addresses all channels of interaction. For instance, do you want notices about your service sitting live on social media channels for everyone to see without the opportunity to interact? If you’re not sure it’s a priority, let’s check out a few instances from a recent blog.
Sky TV was one brand called out in the blog as the writer highlighted the long path a customer had via a live chat conversation in an attempt to cancel a subscription. In this particular situation, the customer endured 96 minutes and 3,800 words of communication with the Sky TV agent before he was able to successfully cancel his service. Of course this customer is going to be frustrated and take it to social media channels.
Verizon (News - Alert) didn’t fare much better when it initially refused to cancel a subscription of a deceased individual. Even after his daughter produced a death certificate, the failure to produce a PIN number kept the charges coming for an entire year. Fortunately, a little help from a local newspaper jump-started the story and Verizon eventually canceled the subscription and credited the charges that occurred since her father’s death. The problem in both cases is that it shouldn’t have required that additional step to get it done.
Your call center software should fill a specific role; one that helps ensure customer requests are always met and requests fulfilled quickly. And while you should try to impress a customer that wants to leave with incredible service, complicating the cancellation process will only do harm. Instead, what process can you put in place to make them request leaving such a great company? Could it start with social media engagement and end with service so personalized and warm that they change their mind?
The point is that the goal of the customer service center should be to ensure your brand is well represented and your customers well cared for, regardless of the channel. If this isn’t your goal, you can’t expect it to be the outcome.
Edited by Rory J. Thompson