Executive Interview : Interview With Ronna Caras From Caras Training On Customer Engagement
Ronna Caras of Caras Training opens up to ContactCenterWorld.com about her thoughts on how to better engage customers.
In your opinion, do you believe the customer service you get today from other companies is better or worse than it was say 5 years ago?
Much better. Companies have moved away from scripted responses and are teaching reps to listen and help.
Do you believe there is a correlation between the service you receive as a consumer and your loyalty to the supplier? Yes. I need to be able to buy the wrong thing or make a mistake while knowing my supplier will help me fix any problem I created.
In your opinion, which industry sectors provide great service and which ones are poor?
Banking, food and other consumer goods are doing a great job. Retail and subscription services seem to be lagging behind.
Can you recall a really good experience recently - where you were WOW'd by the service you received?
Harry and David insisted on sending an entire order of strawberries even though only a few of mine were moldy. They were quick and generous.
Talking about bad experiences, where do companies go wrong with the service they provide?
Waiting until a customer gets very angry before they give in and do the right thing. Amazon lost my shipment before it reached the delivery company. First I was told I had to place the order again and incur a substantial overnight charge to meet my deadline. I yelled and suddenly she was placing the order for me with free overnight shipping.
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Have you noticed any differences in service from people from different cultures?
No. But sometimes the folks in India and The Philippines fail to sound as if they really care. It is a tone of voice issue not a problem solving one but it can contribute to customer dissatisfaction.
If you had to give just 1 tip regarding the use of technology in relation to improving customer service, what would your tip be?
Have caller ID and all data available so customers do not need to repeat themselves.
If you had to give just 1 tip regarding staff in relation to improving customer service, what would your tip be?
Coach folks on how to listen to callers then use what they hear to respond compassionately. Forget scripted empathy statements. Nobody really believes "I do apologize".
If you had to give just 1 tip regarding business processes in relation to improving customer service, what would your tip be?
Reps should be able to type in the problem as soon as they understand it, and receive options for solutions immediately.
In your opinion, how should contact centers measure the level of service they give?
Speed, accuracy, csat.
Lastly, can you share with us one of the worst customer service experiences you have experienced recently?
I was transferred 7 times with the belief they would eventually connect me with someone who could walk me through fixing my urgent and enormous problem right now. Person 8 told me the only option was to send a tech to my house in 2 weeks.
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About Ronna Caras:
Ronna Caras is a speaker with more than 20 years of sales, service and training experience. Her unique, human-to-human techniques have helped thousands of telephone sales and service people to set themselves above their competition and gain more results in each brief, pleasant contact.
About Caras Training:
Caras Marketing & Training provides consulting on telesales and telemarketing. We offer customized curriculum design and training services for companies who do business by telephone. We help to improve every day behaviors so that clients increase sales results and customer satisfaction concurrently.
Published: Tuesday, October 21, 2014
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