I get to help with quality dilemmas every day. I field questions about how agents can better connect with customers, deliver service excellence, and show they care. Leaders tell me “I want the customer to feel like we are on their side and that we are listening to them.” There is no doubt in today’s highly competitive market that great customer service is king. Why is it so difficult to achieve?
Here are three areas to check to help determine if service excellence is a priority in your quality program:
The Evaluation Form: Generally 90% of evaluation forms measure agent’s adherence to processes, knowledge of systems, and ability to locate resolutions. It’s not uncommon to see one, maybe two questions that measure how well the agent serve the customer. This sends a clear message to agents about what is most important, and of course agents are going to focus on processes and systems. While it is vital your teams provide resolutions and fix problems, it’s how the agent does it that really matters to the customer. How many questions on your evaluation form focus on connecting with and listening to the customer?
Training: When new employees join your organization, what percentage of the training is focused on delivering customer service? We often see the same percentage when we look at the how agents are trained to perform their job, with 90% of the training focused on how to utilize systems, understand the processes, and document accounts. All of these areas are important for an agent to effectively do what the customer needs, but it sends a clear message about the priorities and that service is a nice afterthought. How much of your training, new hire and ongoing, reinforces delivering service and showing customers you care?
Objectivity: Agents and customers both despise scripting. You hire smart people who are more than capable of talking with customers, and customers can tell they are being read a script in the first three words – so don’t do it! Objectively measure behaviors that are service driven. Leave out opinion based words such as ‘friendly,’ ‘nice,’ and ‘pleasant.’ Yes you can objectively measure service skills! Do questions about how the agent connected with the customer objectively measure the behaviors you want demonstrated on every call?
BPA Quality has more than 25 years of experience in human behavior research and we are experts at how to optimize your service delivery, whether in person or over the phone. If you have challenges in these areas, definitely give us a call or Email me for a complimentary, 30 minute review of your evaluation form.
Stephanie Taylor has more than twenty years’ experience helping organizations deliver great service. Formerly a client of BPA Quality, she has worked with this great company for six years and is Director of Client Services for North America. She can be reached at Stephanie.Taylor@BPAQuality.com