Despite the fact that seven in ten people prefer the phone to any other method of contact, there are some common errors that companies continue to make managing their customer contact operations. Not only does this impact customer service but it can also make the cost of dealing with customer calls as much as double the cost that it should be.
Here are ten golden rules that will help companies balance efficiency and quality in their customer service operations:
1. Communicate the goal
Define and measure five contact handling performance targets and ensure that your call handling team know how to achieve them.
2. Encourage self-service
More people prefer to contact organisations online or by email and since up to 30 per cent of all calls are either simple queries or progress chasing, alternative ways to resolve their queries can cut the drain on contact centre resources.
3. Use clear and short messages
Many call centre messages are too long and complex, confusing customers. Less is more, the shorter and simpler the messages the more likely the caller will select the correct option.
4. Measure call performance
Measuring call performance - number of calls answered per person, average call duration and average not ready time for example - helps to identify and track areas for improvement. Often there are glaring discrepancies that highlight the need for a review of call handling staff resourcing or training to increase not only the number of calls dealt with but also the quality of the service provided.
5. First contact resolution
Since a quarter of calls made to call handling teams are repeat calls, aiming to resolve the customers query the first time around can significantly decrease call volumes and operational costs.
6. Centralise call handling team location
One room is easier to monitor and can motivate staff to meet the contact handling targets.
7. Optimise messaging for busy periods
Optimise customer waiting time by providing a recorded message containing your websites URL and the location for the top ten simple FAQs online, encouraging customers to use an alternative contact method.
8. Managing peak call periods
Conducting a review of average staffing levels by hour of day, day of week and month of year to help predict busy periods, optimise staff resourcing and reduce call waiting times.
9. Show real-time statistics
Keep call handling team members and supervisors aware of their individual and departmental live call statistics to encourage performance improvement.
10. Independent call handling specialist
An external independent call handling specialist can audit call handling performance and provide recommendations on cost reduction and call service improvement.
For a more detailed article on this subject please click here.
By James Tanner, managing director of Communications Department Ltd based in the UK.
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