As part of our role in customer care in call centers, we have been taught to ask customers for their opinions in order to make our service delivery a better customer experience for them. Customer feedback is a tool to improve service, which can make service a competitive advantage, and is usually a source of invaluable information. But sometimes, as we collect real-time feedback with post-call surveys from our partners’ customers, Customer Relationship Metrics (Metrics) hears the darndest things.
In Part 1 of this 4-Part series, we will take a look at the delighted customer. In fact, so delighted you have to check out their comments here in yesterday’s “Knuggets and Knuckleheads” to see what we are referring to.
After collecting customer data and comments for more than eleven years, Metrics decided to step away from customer experience analysis about what customers are saying and consider why they are saying it. What motivates customers to say the things that they actually say? Their behaviors.
Since customers are not able to see and have never met the agents they interact with, they create a mental image of what this person must be like using expectations and prior experience as a guide. Consumers are motivated to categorize others because it makes their lives simpler and provides a feeling of control. Callers, therefore, will know (or think they know) how to handle a situation in which they are dealing with people they don’t know because they have mentally categorized it. People will naturally compare others to a prototype they have in their mind to make the situation easier and manageable.
When people call for customer service, they begin with a prototype in mind of what the agent should be like and how the interaction should go. When an agent fits the prototype, and even goes beyond what the consumer believes to be the prototype, then Wow Factor feedback is collected.
In Part 2 of this 4-Part Series, we’ll take a look at the not-so-happy customer. Here we’ll see how poor customer service leads to negative behavior and, even worse, how it in turn negatively affects your brand.
- Where Are You on The Spectrum of Agent Performance - July 27, 2017
- How many things should be measured on my Quality Monitoring Form? - May 17, 2017
- Best Practices for your Quality Monitoring Form - May 12, 2017
- What is the best scale for customer satisfaction surveys? - May 8, 2017
- How to take action with Call Center Analytics - May 1, 2017
- How many calls should agents handle in an hour? - April 19, 2017
- You are Doing First Call Resolution Wrong - March 31, 2017
- For People on the Verge of Tripping on the self-service Line - December 6, 2016
- Justin Robbins CCDemo interview takes me back to Kindergarten - November 4, 2016
- How many chat sessions can agents handle? - September 9, 2016