“One thing Call Centres get wrong is that they keep targeting instead of measuring. Measure instead and you’re gaining business intelligence to drive you forward.”
Alan Hughes, Former CEO, First Direct.
Here I will outline three ways any Contact Centre can use Proactive Communication and Fast Feedback to cut resources, increase feedback response rates and dramatically improve Customer Satisfaction.
Tip number one: Combine your hard metrics with softer human insights.
We all understand the importance of hard metrics in the Call Centre, as they can give an overall view of how the Call Centre is performing, but do they really tell you how happy or unhappy your customers are? And even if they do, do they tell you why?
Not exactly. Which is why Call Centre’s need to start combining these hard metrics with softer customer insights, such as Voice of the Customer, simply by asking customers how they feel about their experience, in real-time.
Doing this will allow you to gain clear insight into what you’re getting right or wrong from your customers’ point of view.
Tip number two: Give your customers a choice of channel.
No two customers are the same – for example, some will happily browse your website for the information they need, whilst others will prefer to speak to someone in your call centre.
It’s the same when it comes to leaving feedback, some will prefer to send you a text message, others via IVR or email. This is why it’s important to adopt a multichannel approach when asking your customers to leave feedback.
Tip number three: Start predicting the future with diamonds and icebergs.
Often hidden amongst customer feedback collected over a long period of time are trends and themes that can predict future customer behaviour. Sometimes they are warning signs or common complaints that you can respond to quickly before they escalate into larger problems and other times they represent opportunities that you can capitalise on.
So make sure you take into account all of the data you receive to ensure you’re not missing out on valuable insight!
