Customer focus – Creating value from your frontline service team

The moment a customer contacts your brand, how their interaction is handled can make or break what they do next. You only get one chance to make a first impression, and if it’s a bad one – that could be the end of your relationship with that client. This is your impact point, the point where your business either wins or loses!

customer focus

When a customer decides to call, email, tweet, (carrier pigeon?) or message you directly, you have customer engagement. This makes how your frontline service team speak to these customers crucial in creating value for your brand.

 

 

Below are 4 simple steps we urge you to think about to create positive interactions at your impact point:

 

Motivate Brand Ambassadors

If everyone in your service centre is inspired by the vision and values of the company, they’ll become your biggest brand ambassadors. Your business becomes their business and ultra keen ambassadors naturally ensure their interactions add value to the customer and company.

 

For example The Harris Poll found that employee advocacy behaviour has a direct and profound affect on customers. It showed 68% of customers leave because of employees’ poor attitudes and 41% are loyal because of employees’ good attitude. Lastly, a staggering 70% of customer brand perception is determined by experiences with their people. Therefore cultivating a positive and inspiring culture should be top priority for any brand with a customer contact centre.

 

Smart Conversations

Many companies create rigid scripts for their service centre staff. But there is no way a script can deal with the wide range of emotions and personalities that customers present. I’m sure we’ve all either been a customer, or been on the receiving end of a customer, who were frustrated when faced with a generic ‘please hold, your call is very important to us’ or rehearsed ‘that’s our policy’ response.

 

A survey titled ‘The Cost of Poor Customer Service’ (which really says it all…) showed that by far the most requested improvement from customers was “better human service”. Getting your teams to use a more natural conversation flow means they’ll react in a more personal way.  So stop talking to people like they’re robots from the future, but speak to them like customers we appreciate now.

 

Measuring the Impact

It’s critical your business has effective measures in place to actually understand the experience of your customers. Understanding how your customer service team (your brand in the customers eyes) comes across reveals a lot about whether customers will stay with you. This is best measured at individual agent level, as one person acting badly could be affecting thousands of customers!

 

One customer, WorldRemit, changed the behaviour of frontline team by giving them real time feedback on customer-centric metrics using the In-gage app. The app then went on to show the financial impact of this, revealing 50% of new sales were from word of mouth advocacy. So half their new sales were coming from satisfied customers singing their praises!

 

Creating Value

When you link these ideas together, that’s where you can see the real value. Frontline agents knowing the important of a good quality convo with a customers, and customers themselves being so satisfied they not only stay with you but spread the love as well. With appropriate measurement and incentives for staff, you can drive ownership of the interactions where it actually matters.

 

Our case studies have show that service teams that do this can reduce customer churn by up to 30%! Plus they find a significant improvement in their word-of-mouth sales, an improvement generally worth millions in profits. A dream scenario for any organisation.

 


 

So by following these simple steps to positive interactions at your impact point, you’re sure to get much more value from your frontline. All this and more is detailed in our eBook which can be downloaded below.

customer focus

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