One of the most outsourced processes, which offshore outsourcing was known for, is customer support. While contact centre outsourcing provided huge savings for businesses, many consumers find customer service by phone an onerous experience. Here are three principles that can help businesses improve customer support.
Behaviour Instead of Numbers
Call centres use metrics to measure the performance of a call centre agent. These include the number of calls, average time of calls, and customer satisfaction. Everything can be turned into a metric, including how long a customer waits while on hold.
The problem with this approach is that customer support becomes a number game. The call centre agent ends up focusing on their time per call or calls per hour, rather than a fitting resolution to the customer's problem. A call can be less than an hour, or more than an hour if you consider other factors such as customer behaviour, the problem or request, and troubleshooting.
When outsourcing contact centre functions, SMEs should encourage their service providers to focus on the call centre agent's behaviour and skills. The customer's perspective should also be considered. Discuss expectations rather than numbers, such as how toxic calls from irate customers should be handled.
The benefits? Realistic goals and higher customer satisfaction.
Focus on Employees not just Customers
It's very challenging to maintain a happy and engaged demeanour for eight hours on a five-day work week. Customer complaints, graveyard shift, and a time-sensitive work schedule can easily increase stress levels. In this situation, employees often end up questioning their purpose as the daily grind at work becomes a burden.
SMEs should help their outsourcing partner in supporting call centre agents. They should encourage employee feedback about the company's plans. Call centre agents who are in the front line of customer service have valuable insights on customer concerns. Encouraging input from offshore employees will make them feel a part of a bigger picture and a goal.
Sometimes, it’s just as simple as asking direct questions and listening to what they have to say.
Provide the Right Incentive
Incentives are a double-edged sword. They are good at motivating employees, but they can also lead them to focus on the reward rather than their job. Instead of using incentives to drive call centre agents to make the quota, it’s more helpful when focused on the results.
For example, an outsourcing client can provide an incentive to their service provider for call reduction. This will put the focus on call resolution, which leads to better customer experience. SMEs can also sponsor low-cost incentive programs for call centre agents that reward the right behaviour.
SMEs should be proactive in ensuring that their customers get the right support they need.
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