According to Deloitte research, more than 60 percent of enterprises view the customer experience their contact centers deliver as a competitive differentiator. Yet many companies still must take steps to operationalize this truth—or risk losing customers.
Today, a single sub-par contact center interaction can result in an immediate customer defection. However, consumers are increasingly apt to do much more than just shift brand preferences when their expectations remain unmet. Consumer research reveals that nearly 50% of those who are unhappy with service they receive talk about poor experiences on social media.
The hard reality is that every call that comes into your contact center is a potential gateway to a social media firestorm. Fortunately, you can mitigate this risk and boost customer perceptions of your organization.
Many companies have deployed post-interaction customer surveys. This is a solid step in the right direction. To compete in today’s service-driven environment, brands must move beyond periodic survey reviews. They need up-to-the-minute details on how every front-line team member is performing.
Applying the following four best practices can empower your team to personify your brand standards:
#1: Track customer-facing team performance against brand experience goals
Although companies have customer experience targets, they do not always track whether their front-line teams achieve those goals. Case in point: a field service operation may expect a representative to make post-visit contact with a customer to ensure his or her expectations were met. To affirm that this contact happened—and to evaluate its effectiveness—companies must pair contact technologies with post-interaction survey solutions.
However, these solutions empower your company to do much more. You can also identify unhappy customers and engage your team’s dissatisfied customer experts and practices to address concerns right away. Prompt action to address customer complaints can prevent viral spread of negative sentiment on social networks.
#2: Measure and respond to individual customer interactions
Service leaders know they cannot rely on periodic reviews of aggregate post-interaction survey data. Instead, you need insight into every interaction by every customer-facing team member—in real time. This empowers you to track every employee’s compliance with your brands customer experience standards.
You can also identify low-quality interactions when they happen. That way, you can remedy the situation promptly. You can deliver automated coaching to employees responsible for sub-par interactions. Also, you can readily detect top performers, determine what they are doing right, and share this knowledge organization-wide.
#3: Increase brand experience accountability for front-line employees
When you link post-interaction surveys to individual team members, you can determine how well your customer-facing employees uphold your brand experience standards. You can design the right mix of structured and free-form survey questions to learn whether customer experiences reflect your brand promise. As an added benefit, your management team can use customer feedback to determine areas for improvement and assess ongoing survey results to measure performance improvements.
#4: Manage brand experience across the entire organization
Since many organizations have widely-distributed front-line functions, performing multiple levels of analysis is very important. Brands must be able to slice-and-dice survey data to view team performance from multiple perspectives.
The biggest benefit comes when you drill-down and roll-up survey results to assess them from various angles. You can see how each office or branch is performing, along with each region or sub-brand. Moreover, you can assess customers’ reactions to specific products or promotions. This approach empowers you to view the current state of customer experience throughout your customer-facing footprint—no matter the scale or distribution of your enterprise.
In addition, this approach lets you spotlight successful practices in one corner of your organization and disseminate them into other areas of your business. This can foster greater connectedness among your team members and cultivate a true single company sentiment. Inevitably, this will filter out through your customer-facing representatives to your customers—and give your customers the consistent experiences they desire.
Today’s brands must rise to the challenge of delivering brand-affirming interactions at every touch point. The path to achieving this goal is through strategic application of contact management and survey technologies. Together, those powerful tools offer you actionable insight into your front-line team’s performance so that you can empower those employees to embody your brand standards.
Engage with Us
If you have thoughts on how to empower your team to align with your brand standards, we would love to hear from you:
- Do you routinely survey customers to gain insights on whether their experiences match your brand promise?
- Do you know how well each front-line employee performs your against brand experience mandates?
- Can you assess brand experience performance and multiple operational levels?
Feel free to answer one of our questions or offer your own ideas. We look forward to you comments.