Aligning Call Centre services to customer experience management

Keeping the customer satisfied is one of the toughest challenges that the marketers face. The business organisations have to constantly innovate on their products and services so as to keep the customer satisfied. Though customer satisfaction has always been the prime focus of business organisations across the world, the changing business dynamic and extensive competition is making the business organisations to think beyond satisfaction. The business organisations have now turned their focus on Customer Experience Management. Outsourcing service providers, especially call centres are now striving hard for aligning their services to enhancing customer experience.

A gap has always been observed between the service that a call centre provides and what a customer expects. This happens mainly because of the limited customer feedback and improper measurement of customer feedback. A call centre in a day across different time zones, cultures and geographic boundaries might be addressing thousands of calls. These calls might be attended by agents located in multiple locations and this might result in variations in customer experience. To measure customer experience and to align it will be a complex proposition and a daunting task for the call centres.

Though quality assessments are made in call centres daily, the results generated out of the same has always been a point of discussion. The experts as part of quality assessments tests generally take a sample of calls out of the total calls made on a particular day for quality assessment. Here attributes like sample calls, frequency of sampling and sample size have to be chosen judiciously else it might result in measurement errors. The biggest drawback of this process is that individual parameters measured on a generic basis might not result in the desired output and it might not help in giving insights into a particular type of customer interaction.

Another method used for measuring customer experience is through customer surveys. These surveys are carried out to measure the overall customer experience. These studies are generally generic in nature but will help in getting insights into how the customer was serviced.

Each of these methods has its own advantages and disadvantages and the call centres are increasingly using a combination of these methods or are adopting new methods. Call centres are increasingly automating their transaction assessments by the use of voice analytics. These types of voice analytics help in analysing large volumes of data and thereby reveal hidden trends.

Some other methods that these outsourcing organisations use to enhance customer experience are:

  • Recording and keeping samples of good and defective interactions with the customer &
  • Maintaining a large repository data with frequent analysis

There are many methods available for call centres for making quality assessments and thereby enhancing and aligning customer experience. The method that a call centre should be using will depend on the size of the call centre, the number of transactions made per day and the investment that they are ready to make. Whatever methods the call centres use ultimately the key is giving enhanced experience to customers so as to sustain in this business.

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