10 Call Center Mistakes to Avoid when Striving for Effortless Experience
According to Gartner, organizations should strive to deliver low-effort customer experiences because simplicity is the most significant driver of loyalty. In fact, 96% of customers who experience a high-effort interaction become more disloyal compared to just 9% who have a low-effort experience. To help companies improve their Customer Effort Score (CES), we’ve compiled a list of 10 call center mistakes that often result in high customer effort. By avoiding these errors, businesses can drive the shift towards frictionless interactions and enhance the overall customer experience.
- Sluggish response
When customers are waiting for their call to be answered, they’re annoyed about their issue, and their stress level just keeps increasing. Automated callback options and call queuing solutions that keep customers up to date on their queue position have gone a long way toward decreasing customer stress levels while on hold. However, contact centers should continue to finetune how they engage customers immediately, using voice recognition or simple IVR to determine the nature of their issue, for example.
2. Wasted hold time
If customers must wait on hold, why not make good use of their time? Implementing automated customer identification processes and personalized promotions during wait times can add value to the interaction and reduce customer effort once the agent comes on the line.
3. Getting off on the wrong foot
Setting clear expectations is an obvious, but often overlooked way to ensure that everyone is on the same page. Customers want to know what’s going to happen, how they’re going to be helped and how long the whole process is likely to take.
4. Ignoring customers’ feelings
Asking a customer to briefly describe their issue at the start of an interaction can enable companies to use NLP technology to instantly gauge the nature and urgency of the problem — in objective terms and in relation to the customer’s level of frustration. The up-and-coming field of emotion analytics analyzes an individual’s responses in order to understand their mood or attitude, creating valuable opportunities for companies to connect with customers on an emotional level.
5. Exasperating escalations
Single contact resolutions are the contact center equivalent of one-click ordering. When agents achieve First Contact Resolution (FCR), it means that they properly addressed the customer’s needs the first time they contacted the enterprise. This eliminates the need for them to follow up with a second contact to seek resolution. Having the right desktop tools and resources can turn any agent into a multiskilled product expert, enabling them to resolve the issue at the first time of asking.
6. Tricky transfers
Sometimes escalations are inevitable. That’s why it’s vital to make sure Tier 2 agents have access to the same customer histories — ideally visual resources. Customers hate to repeat themselves — it increases customer effort and drives up Average Handling Time (AHT). Intelligent routing is also key, since one of the worst call center mistakes is making a customer wait for a supervisor, only to direct them to the wrong department.
7. Faulty UI/UX
The devil is in the details. One unclear instruction, misleading image, dead link or outdated article can ruin an entire customer episode. Artificial Intelligence holds the key to analyzing huge data sets in order to facilitate QA testing and to identify any high-effort hiccups that might damage the customer experience.
8. Complicating matters
Don’t overburden the customer with too many options. They want to resolve the issue as quickly and painlessly as possible, without exerting unnecessary mental effort on complicated choices. There might be many routes to the same end, but the contact center should be there to guide the customer by recommending the best way forward.
9. Shoddy self-service
Call deflection to self-service ensures customers receive the answers they are seeking in the most efficient manner. It also reduces the number of inbound calls routed to human agents. Instead, enquiries are rerouted to self-service channels such as FAQs, live chat, community forums, and knowledge center databases. However, these channels must be easily available and flawlessly designed to ensure they actually reduce customer effort.
10. Being reactive, not proactive
Anticipating a problem before it becomes a crisis is the key to happier customers, reduced customer effort and lower contact center volumes. While the concept of predictive maintenance has been around for decades, it is only recently that advances in AI have enabled organizations like Vodafone to take advantage of the possibilities, by analyzing any potential issues and automatically contacting customers before they need to contact customer services.
When striving to deliver effortless service, avoiding these ten key call center mistakes is critical to creating effortless experience. Paying close attention to negative customer feedback is much more useful than positive “thumbs up” responses as they can identify the exact moments in a customer episode that must be improved.
This article was first published on the TechSee blog.