Looking to take your business to the next level? - IP Integration - ContactCenterWorld.com Blog
You might just find that you already have access to the best business improvement consultants that money can buy.
Engaging consultants to improve your business is, famously, an expensive exercise. But what if we told you that you already have access to an unparalleled (and almost certainly untapped) source of business improvement consultancy – in the form of your contact centre agents?
The chances are that you’re failing to make the best use of the collective asset that is your contact centre agents – and they can really help you understand what is happening in your business.
We all know about the voice of the customer (VOC) (click here to download our VOC white paper) and how important it is to help run an efficient and effective business. But have you considered the voice of the contact centre (VOCC)?
We believe using VOC and VOCC together could actually provide a more effective means of measuring and analysing what is really happening throughout your business. You can employ the various popular customer feedback methodologies (such as Customer Satisfaction, Net Promoter Score, Customer Effort and Customer Sentiment) as the tools to understand what your company’s core pain points and priorities are. Then, armed with that information, you can use front-line contact centre agents effectively as “consultants” to review, workshop and further highlight root causes of problematic business processes.
Your agents have deep insight and can evidence the reasons behind why customers engage and respond differently when using various feedback channels. Contact centre agents are on the front line, taking calls all day so, almost by definition, they have a better understanding of which of your company’s business practices are broken, or at least ripe for improvement.
Agents are often, if not always, overlooked when it comes to the interpretation of your VOC data. Managers are always quick to review the data through their limited lens of experience and often find it challenging to identify ‘real root cause’ of feedback scores. Unfortunately, contact centre agents often only see the top level “CSAT Scores” posted on a wall in the canteen and most times these results are not up to date. The agents hear everything in real time, raw emotion through to sarcastic quips and therefore should be considered your most valuable resource. Don’t view them as a cost centre, they aid cost reduction and generate revenue.
Using contact centre agents as consultants
There are many ways in which you can unlock the consultancy potential of your contact centre agents. Ask them to complete post-call surveys, to gain an understanding of what is going on, or use a more thorough ‘speech analytics’ approach: the latter has the benefit of actually listening to your contact centre, in fine detail. Identifying what is going on, with tactical solutions, can help to fix broken processes in the Customer Journey.
There are methodologies to VOCC- just like there are to VOC – that go way beyond focus groups. When both are incorporated into the operating rhythm of a contact centre, they can help with product development, effective marketing and the streamlining of processes.
In summary, using VOCC and VOC together will provide robust interpretation and understanding of your customers’ needs plus, most importantly, will give those needs real context. You will find out which departments are causing the issues and how to proactively address improvements. Having the most experienced contact centre consultants (that is, your agents) on tap and sufficiently engaged to provide you with the voice of the contact centre can truly accelerate management’s understanding of what is happening in your business. It can be the force that drives the change you need to become more successful. Contact Centre agents really are the best business improvement consultants money doesn’t have to buy.
Publish Date: January 22, 2016 5:00 AM
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