Why the Customer Experience Economy Matters - Roanna Watson - ContactCenterWorld.com Blog
I have to admit I love statistics. And I’m not talking about statistics around efficiency; I’m talking statistics around bottom line results. Statistics like these:
- 70% of customer decisions are based on emotion - Engaged employees close 33% more deals - 73% of customers will spend more with a company due to a history of good service
These numbers come from ‘The Emerging Customer Engagement Economy’ infographic by global consultants Bluewolf, which details the need for companies to become “customer-obsessed”. To quote the infographic:
“Companies cannot remain competitive by simply providing a positive customer experience. To drive profitable growth, companies need to evolve from rigid transaction-based infrastructures to become agile, customer-obsessed enterprises.”
What’s this got to do with contact centres, you ask? Everything. Because in a contact centre, a company’s brand is literally embodied by the agent on the phone. It’s that agent who delivers the service, the experience, the emotion, to the customer. It’s that agent who helps and guides and sells. It’s that agent who defines the customer experience.
In a customer experience economy then, what kind of skills does this agent need? Who is she? In my view, she’s someone who:
- Is intrinsically motivated to exceed customer expectations - Is equipped with the right knowledge and systems to be efficient - Is emotionally intelligent enough to adjust her style to her customer - Can read between the lines to understand a customer’s real needs - Takes a 360 degree view of the customer to deliver a solution
One of those attributes definitely requires company training. But the other four are almost intrinsic qualities that, while they can of course be harnessed and expanded, must be there in the person in the first place.
(Hint: that’s why our robust selection process at FuturePeople uses EQ testing to select candidates for contact centre roles. EQ testing is incorporated in our FutureFit™methodology and we also offer it as a standalone service to support internal recruitment processes. Want to find out more customer engagement? Contact Nick Walker.)
Publish Date: April 29, 2014 8:34 AM