Designing your contact center for greatness: How communication design increases performance impact - StarTek - ContactCenterWorld.com Blog
Great design lives in infamy and in our imaginations: The Barcelona Chair (1929), the Sydney Opera House (1973) and the iconic iPhone (2007), which has changed the way we communicate and manage our lives. Great design has impact. Why can’t contact centers be designed for impact and greatness? Do great contact centers have to exist only in our imaginations?
Designing a contact center for communication mastery
Great contact centers aren’t just designed for transactional efficiency – resulting in high NPS and CSAT scores. Great contact centers are designed to create mutual value creation with the customer and your engagement specialists. Great contact centers view the customer as a unique individual and place value on creating communication masters in the call center.
Contact centers design their engagement specialists’ communication in one of three ways: transactional, interactive and dialogue. A transaction design is driven by compliance and metrics, usually an exchange of information; the interaction design is more complex, using synchronized dialogues and a demonstration of key behaviors. Dialogue-designed conversation approaches the customer as an individual, the goal being mutual value creation between customer and specialist.
Contact centers design engagement specialist and customer communication in one of three ways: (1) transaction, (2) interaction, and (3) dialogue.
|Communication Design||Communication Approaches as…||Customer Viewed as…||QA Objective||Typical Results|
|Transaction||An Exchange of Information||An Identification Number||Compliance||Positive Impact on Efficiency Metrics|
|Interaction||Synchronized Monologues||A Typical Person||Demonstration of Key Behaviors||Inconsistent Impact on NPS and CSAT|
|Dialogue||Mutual Value Creation||A Unique Individual||Communication Mastery||Consistent, Positive Impact on NPS/CSAT|
The dialogue-designed contact center
Transaction designed conversations have a positive impact on efficiency metrics but are often seen by the customer as rehearsed, while interaction designed conversations result in inconsistent NPS and CSAT scores.
Only the dialogue-designed conversation results in clear efficiency metrics with consistent positive impact on NPS and CSAT scores. Like the now-iconic iPhone – which has changed the way we live and manage our lives – dialogue-driven conversation can change the way contact centers communicate with customers and how they manage their engagement specialists.
Don’t settle for simply transacting with your customer as a number, or using well-rehearsed responses. Design a great contact center focusing on dialogue-driven conversation and valuing the customer as an individual, and your brand will live in infamy and in your customer’s imaginations.
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Publish Date: March 30, 2017 5:00 AM
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