The importance and impact of good customer service have increased and continue to increase as markets expand globally and customer service channels, including phone, email, chat, and social media, continue to develop. Customers are better informed and as a result have greater demands.
Empowering customer service employees to make personalized offers, provide tailored recommendations, and identify solutions to specific customer problems in real time creates a culture where good service is the standard. And with the introduction of new tools such as real-time speech analytics, the employee is able to fully comprehend the context of the conversation and customize responses in real time, not just "next time."
It is equally important to equip organizations with the ability to measure, analyze, and recognize the success of its customer service employees. Historically, the performance of customer service employees was measured strictly through the standard quality evaluation process. However, the new trend is to link quality evaluations, customer feedback surveys, and multi-channel analytics to the customer service employee scorecard, thus taking a holistic approach to measuring and assessing the success of the employee.
Extending the performance assessment process to the customer through feedback surveys adds value by helping customer service agents develop better skills and behaviors. And, analyzing and understanding the voice of the customer enables decision-makers to identify coaching and development opportunities.
Organizations should make good service the rule rather than the exception. They can do this by taking a proactive and real-time approach to their customer service practices. Real-time interactions by phone, chat, or email leave a lasting impression and help mold the overall customer experience. Personalization of service – through targeted offers, for instance – creates a positive impression and should also be a focus of customer interactions.
By turning interactions into meaningful insights, organizations can prepare customer-facing employees to deliver excellent service when it matters most – at the Decisive Moment of the interaction. In doing so, good service will become standard practice.
This post was originally published as a full-length article by1to1 Media.