December 9, 2015
It’s a given in the industry these days that call center agents can make or break a relationship with a customer. Customers usually call when they’re unhappy about something, and their conversation with the agent can either leave them feeling like they just spoke with someone who really cared, or feeling like they’re done with that company altogether. And remember, once a customer leaves, there are only two chances they’ll return: slim and none.
So it would seem that there is a prime opportunity for companies to take a call center and expand it into something greater—a marketing opportunity.
That’s the opinion of Jason Wesbecher, Chief Marketing Officer at Mattersight, a company dedicated to the “Chemistry of Conversation” and all aspects of call centers.
In a recent blog post on Business to Community, Wesbecher examined the value that a good call center can provide.
“Historically, call centers and customer service have never been considered part of marketing, but as more and more companies realize the impact this can have on their brand, that’s starting to change,” he noted.
To make his point, Wesbecher examined various aspects of the call center where he believes changes can be made for the better:
Analytics: “The field of marketing has become incredibly data-driven, and it’s time for call centers and customer service to step up to the plate,” he said. “Companies need to implement technology that can transform all that raw call data into actionable insights to help them understand and improve the effectiveness of their call centers.”
Engagement: “Engagement marketing is all about connecting with people—which is exactly what call center agents do every day,” Wesbecher noted. “Beyond traditional, transactional personalization techniques, agents should also be taught the importance of understanding and adapting their communication styles to best meet the needs of the customer.”
Journey Mapping: Marketers use journey maps to understand how customers progress from becoming aware of their brand to eventually making a purchase. Similarly, call center agents must be able to navigate the journey their customers take from the moment a problem or inquiry arises. “Knowing the steps the customer has taken to try to resolve the problem on her own, and what information the brand has or hasn’t provided her, can help the agent pinpoint where the customer is in her journey and better resolve the issue,” Wesbecher said, “as well as make the customer feel that she is in capable hands.”
Personalization: Marketers are sending increasingly targeted and personalized messages to consumers. Call centers need to do the same, and it doesn’t have to be complicated or time-consuming. “Simply proactively acknowledging their past purchases can go a long way toward making customers feel valued,” he said.
In short, the answer can be found at the other end of the phone line, but training your agents to do and say the right thing is the critical piece of the puzzle.