Here’s a basic business truth: Your customer service representatives create your brand. Their direct interactions with your customers are the dominant factor in how consumers perceive your entire business.
So if you want to be seen as an engaging, responsive, and customer-focused company, then your representatives need to be delivering engaging, responsive, and customer-focused experiences.
For many businesses, the call center creates more customer touch points than all physical locations combined.
So it’s vital that every representative in the call center consistently creates experiences that deliver on your company’s brand promise.
When we set out to improve a call center operation, we review customer interactions and provide insightful training tips at both the micro-level (to coach individual employees) and the macro-level (to identify trends and improve performance across the entire call center).
In this way, we are able to identify the strengths and weaknesses of the entire call center, then drill down to the individual-level data to help improve the quality of every representative.
So before you invest more money in another commercial to tell people about your excellent customer service, consider investing that money in better training and show people your excellent customer service.