For the rest of us engaged in commercial communication, the options are web-forms, emails or voice communication. The accent, timbre, pace, vocabulary, clarity, listening skill, knowledge, attention to detail and most of all the care demonstrated by that person all combine to create our first, and all too often our last, impression of the organisation we are calling.
The elements of this call are our experience of the organisation and its brand: how fast the call is picked up; how appropriate and effective is the handling of our requirements; the flexibility or lack of it; the style, including music on hold; the respect shown for our needs versus those of the organisation. Every aspect weighs in and shapes our brand experience. Every phone call is an ambassador for the organisation. Unfortunately the intimacy, immediacy and intensity of the customer experience are too rarely the primary concerns of business, which often sees only one thing in the rise and rise of telephone contact: increased cost.
The mathematics are easy to understand. The prospect of tens of thousands of lengthy calls a year, each requiring skilled technical staff to answer it, is understandably daunting. And in a global village, how do you cater for the needs of customers in different time zones, all of whom expect instant service?
Any organisation should relish the chance to impress a customer and give superb service. An incoming call requesting product or service information is the best possible opportunity for a sale.
Inbound customer calls should be seen as an asset: the more you have, the more your company is worth. Many organisations have been flying inverted for so long they now think they are the right way up! They don't see the irony in the recorded message that "your call is very important to us" - to which many customers respond with the thought: "Right, so important you can't be bothered to answer it personally. The typical method for reducing the cost of call handling is two-pronged: first, screen the calls with automated call handling systems so that standard queries get pre-recorded standard answers and only tricky requests get through to the operators; second, outsource the answering of calls to a specialist call centre which can flex personnel to meet varying inbound call volumes.
These methods both process calls at a low primary cost, but what of the secondary cost? In the on-line insurance firm swiftcover. Almost two out of three said they could not understand what the operator was saying - and more than half said they were confused by endless automated options.
Better Business by Phone: A Guide to Effective Telebusiness Management by Valerie O'Dea - northwontunesto.cf
In the UK every household already spends the equivalent of a whole day on the phone to call centres each year. The Hanging on the Telephone report by the Citizens' Advice Bureau published in confirmed that we all know anecdotally: people find call centres irritating. The report found that 97 per cent of people surveyed said they found at least one aspect of using a call centre annoying.
The most common complaint was being kept on hold for long periods and there was widespread annoyance at being given a multitude of options, and then receiving unsatisfactory service. In this report, perceived standards of service in call centres are shown to be polarised with a significant minority of users dissatisfied with the service they receive.
Customer Relationship Management
Satisfaction tends to be highest with call centres operated by industries traditionally committed to delivering good customer service: retailers' call centres generate highest satisfaction, while call centres operated by utilities companies are seen to be least customer-friendly 67 per cent and 49 per cent of customers satisfied respectively. But even at 67 per cent satisfied probably a result considered good by the organisations concerned that leaves one third of customers dissatisfied, which should be seen as a disaster!
Remember, the received wisdom is that it costs five times more to find a new customer than it costs to retain an existing one. Best Cameras Best Selling Upcoming. Realme XT. OPPO Reno2. Lenovo Z6 Pro. Samsung Galaxy Note 10 Plus.
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- Telephone sound: does it reflect your brand image?.
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- Codes, Curves, and Signals: Common Threads in Communications (The Springer International Series in Engineering and Computer Science).
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