70% of buying experiences are based on how the customer feels they are being treated. – McKinsey
According to the book, Leading on the Edge of Chaos, if companies reduced their customer defection rate by 5%, then profitability would increase by 25 – 125%. Many companies believe that their current quality of service is best-in-class; however, only 1% of customers feel that vendors consistently meet their needs (Forbes).
Capturing the voice of the customer (VOC) can be tricky when companies listen to customer-agent interactions with their “corporate” headphones. In this blog, I hope to leave you with 5 ways to capture the true VOC and consistently meet your customers’ needs.
- Have an unbiased HUMAN listen/read customer interactions with your customer service/sales/tech agents. Best scenario is to utilize a 3rd party Quality company or, if that isn’t possible, have the Quality Assurance team at a different location from the call center.
- Breakdown each piece on the scorecard into distinct measures. Have a Quality ruler to ensure that all scoring is fair and done properly.
- Calibrate, calibrate, calibrate. Having everyone on the same Quality page is crucial when it comes to your company’s brand and service. If supervisors are not coaching to what the agent is being scored on, then what really is the point of your Quality program?
- Coach based on trends, not just individual calls. Utilize reporting to demonstrate best-in-class service and share amongst all service groups, so that the entire company is winning and so are your customers.
- When listening to customer interactions, capture as much business intelligence as you can. Don’t get stuck on just the measures on the scorecard. Listen for additional ways to best service the customer and trends affecting your business.
When I was working in an outbound call center, I would listen to calls when I wasn’t putting out a fire on the floor. At the time, I was Manager, Supervisor, Quality Assurance, Coach and Trainer. Call centers are different now with the access to new tools and dynamics. One thing that remains is that customers have even more choices with just a click of their mouse. Your call center doesn’t have to be stuck on auto-pilot of how it has always been done when it comes to quality interactions with customers. Listen to your calls by using the services available to you today. Use a third party that are quality experts to listen for the VOC because they are truly unbiased, transparent, objective and listening from the customers’ point of view.
Remember, if your customers are not being treated well by your agents, you better believe that your competitor will accept them with open arms.