When it comes to solving a problem, customers like to take care of that job alone, if at all possible. Online video, frequently asked question sheets, knowledge bases and a host of other points help to get this done and provide customers the level of self-service desired, but sometimes, none of this is enough to help, and customers turn to the voice lines to get those all-important answers. But is it possible to take voice from the channel of last resort to the channel that makes lifelong customer friends? It can be, with the right philosophy behind it.
First, start with the basic idea that voice isn't really “the channel of last resort.” Rather, it's “the channel of greatest opportunity.” This is the channel that users turn to when all other resources have failed, and the opportunity to hit people right where it's most needed. This is where problems are solved, where reputations are made, and where people go from disgruntled customers to lifelong, loyal friends. But in order to do that, it's going to take quite a bit...of information.
The importance of having customer records and other customer relationship management (CRM) tools available to call center agents has been stated and restated many times over, but that's to underscore its importance. Having these tools on hand allow agents to better handle customer issues by knowing just what's been going on with an account, and what's already been done in a bid to resolve problems. But there are other points as well to consider, like how and where the customer has previously come in contact with the business, and outside information that can help as well.
Putting all these different points together allows for a smarter overall experience, and a smarter experience can often be a more satisfying one. Consider the person who's exhausted all options and calls in: will the person who gets “I'm sorry, sir, there's nothing more I can do. Good bye.” or “We've tried this, this and this, and it seems we've reached the limit of our options, sir, how about a full refund?” be more likely to return in the future? That's a great way to start, and it can only get better. There are ways to proceed from there if the right knowledge is on hand, because the situation can call for different options. If the call center is forced to stick to a script, for example, many of these options may never reach the customer. But when such options can reach the customer, it improves the likelihood of satisfaction in response.
In the end, it becomes a fairly simple—if not easy—matter to make voice calling not the tool of last resort, but the tool of best results. Sure, people like to handle problems alone. It comes with a sense of accomplishment when the job is done. But some problems can't be handled that way, and if people know that a good solution is a phone call away, there will still be those who try to solve a problem unaided, but the dread of call center contact will be pulled out, replaced with a positive feeling and an expectation of success. That makes a call center much more valuable in the long term, and improves both its position and that of the company that uses it.
Edited by Maurice Nagle