We all have to fall back on call centers these days whenever we need some help or information for our bank accounts, mobile services or tour itineraries as we don't have the time to visit the relevant department. But the experience is seldom satisfactory and many people believe that customer service over telephone simply does not work in this country. Of course we cannot ignore the convenience of 24/7 but how far can we expect to get our queries resolved by the call center agents?
My personal experience is that simple queries like the balance of a savings account or payment due date of a mobile telephone bill can be handled by a call center. In fact most of the call centers had IVR facility and you even need not interact with an agent as the machine will read out the balance or due bill amount. But when it comes to taking a decision the efficiency level of call centers drop drastically and most of the time the outcome is very frustrating.
Usually a phone banking customer has access to internet and so to me the IVR is not so much of a value addition as one can check the same information in the web. So what is really expected of a call center are the queries which an automated system cannot resolve and needs human intervention. For example why my credit card was charged twice or my phone bill is not being mailed to me and in these kinds of cases the call centers are not really meeting the customer expectation.
I have a very bad experience with the country's leading mobile services provider; I used to get my mobile bill to my email and since last few months the bills are not mailed to me when I had to take the initiative and report to the call center. I am still struggling to get this resolved despite repeated calls and emails, and for the past 3 months I am paying them in spite of not getting the bill just because I cannot afford to have my phone disconnected. Every time I call them I have to tell my problem from scratch and they assure me of sending all my bills and provide me with a token number but nothing has happened yet.
Nothing can be more frustrating than this and I have discovered after searching some product review sites that I am probably not alone. There are hundreds of customers suffering miserably at the hands of these call center agents as the agents cannot offer any solution to their woes and matters even get more complicated and confusing. In most of the cases it seems that the call center agents have no clue about the business processes and they just give misleading information and false assurances without understanding or studying the problems or cases.
The companies are heavily investing on the call centers but the investment so far is concentrated on infrastructure whereas the need clearly lies in the area of training and development of staff members. What is required for the call center staff is a good understanding of the business process and adequate supervision but that is unfortunately completely ignored. The BPOs have failed to provide process training to agents so that they can help customers and are simply providing some computers, network, CRM software and an accent training which is definitely not adequate for setting up a customer help line.
My experience with India's No. 1 travel portal help desk was even more pathetic. I made an internet booking about 6 months back thru their website and when after 24 hours I was not mailed the e-ticket I was desperate to speak to a call center agent. I had to wait for more than 3 hours to finally get hold of one agent as either the numbers were busy or I was put on hold and finally disconnected. I was almost missing my flight and after that I promised myself never again with last minute tickets online.
There are numerous bad experiences like this with call centers and I think people are learning to avoid them and depend more on physical presence to get their queries answered and problem solved. It is no doubt a great concept that can make the life of the companies and customers better but unfortunately the companies have a long way to go before being able to really help their customers thru help desks. Right now the call centers are nothing but a bunch of unsupervised fresh college pass outs who have no idea of what they are doing and in some way struggling to answer customer queries using their imagination and some limited information in the computer databases.
Customer Service Call Center
When your customers buy an important product from you, they trust your company will support them after the sale. In many companies, this trust is being violated. Customers are experiencing "customer service blow-offs" and translate these experiences into your company saying:
"You've already bought. Now our priority is getting more new customers".
"You want service? Go figure it out on the Web or wait on hold for one of our poorly trained customer service representatives".
Per my company's research findings, the damage from poor Customer Service Call Center experiences is serious. Here's how?
Sharply reduced willingness to buy from the company: 86.3%
Negative perception of the company: 98.9%
Sharply reduced likelihood to recommend the company to others: 91.5%.
Poor Customer Service is Not Company or Industry Specific
Companies spanning all industries and sizes are hurting their company image and credibility with their customers due to poor customer care experiences.
In fact, in one of our recent studies about the impact of poor Customer Service Call Centers, we discovered that two-thirds (66%) of professionals rated their recent Customer Service Call Center experiences as negative or neutral. Only 34% report positive experiences with Customer Service Call Centers.
This alarming statistic demonstrates the strong need for companies to focus on customer service, if they want to keep customers and grow their business. The first step in improving and re-engineering your Customer Service Call Center, is to know exactly what customers want.
Top 7 Customer Service Improvements Your Customers Are Begging For Now:
1. Issues resolved in a single call by one customer service representative who speaks clearly, understands their needs and has access to customer records quickly.
2. Customer-friendly experiences including an easy-to-use menu with a minimum of clutter to quickly reach a representative.
3. The ability to call back the same rep, should the need arise
4. Don't out-source customer care centers. In our recent research we discovered that most professionals (98%) report a negative to neutral impact when Customer Service Call Centers are located offshore or outsourced in the United States
5. Adequately trained representatives who know how to actually solve customer problems, and who will provide customers with a case number they can use for credit if they do not receive great service.
6. Rapid access to a live person from a company with sufficient staff so customers are not on hold for more than five minutes.
7. The ability to speak to a highly-qualified supervisor quickly if the customer problem is not resolved in an efficient manner.
Here Are 3 More Tips to Help You Improve Your Customer Service Call Center
Do not view customer service centers as cost centers. These are revenue-generating centers. In your rush to cut costs, you must consider the financial ramifications of losing customers due to poor post-sales experiences. Positive customer service call center experiences solidify relationships between your customers and your company resulting in more future sales.
Do not cut back on training, quality control procedures and investments in Customer Service Call Centers. The damage from poor customer service call center experiences have significant impact on repeat purchase likelihood and willingness to recommend the company
Personally check your Customer Service Call Center to see if it's up to your standards. Take note on the amount of time it takes to get a live person or just to navigate the phone tree. Experience the frustration of talking to someone who is not a native speaker. Ask questions that are not in your pre-made scripts and experience the irritation you get when you talk to someone who is not familiar with the product or service they are selling.
By improving their customer service call centers using these guidelines, one of our clients, Golden Rule Insurance improved their sales conversions by 88%. You can expect to achieve this magnitude of increases to your bottom line as well when you follow these proven customer service call center techniques.
Both Jaydeep Bhattacharjee & Ernan Roman are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Ernan Roman has sinced written about articles on various topics from Customer Service. About the Author:Call Center Re-Engineering Pioneer Ernan Roman achieves consistent double digit improvements in customer satisfaction and rev. Ernan Roman's top article generates over 165000 views. Bookmark Ernan Roman to your Favourites.
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