How Responsive Is Your Call or Contact Center?

By A. Abeku Haywood-Dadzie

A few years ago, I happened to watch a video on the portal of Harvard Business Review. Though I don't recall the title of the video and the name of the author, I remember the content so well. It was on customer?experience. When the September 11 attacks occurred, the first aircraft went into one of the twin towers, according to the narration. In the other tower, a lady who was shocked at what had happened, amid the confusion picked her mobile phone and?decided to make perhaps her last and possibly most important call, and guess whom she called??She called the contact centre of her mobile phone service provider.

If you had a minute of your life left, and you were given a chance to make your last call, who would you call? Assuming those were the final moments of her life, I guess you are surprised at whom she decided to share her last call on earth with. So, question??Did the situation render her insane for her to make such a decision, or was it by fluke that she called the call or contact centre of her mobile phone service provider? The answer to this question is a big no! According to the explanation that was shared in the video, she was sane and aware of the decision she took. She knew that there was no way her call would ring three times at the call or contact centre of her service provider without anyone answering! She was as confident as a bird committing itself to the air that her call would be answered on time, with courtesy and respect, a level of confidence she could not perhaps put into any of the phone numbers of her confidants saved on her phone. Truly, service is a differentiator.

But the question is, what warranted such trust and confidence in the call or contact centre of her service provider? One reason may be that, perhaps, on several occasions, she has been assured through experience that her calls will be politely and courteously answered promptly with a smile by the third ring, and if it goes beyond the third ring, an unconditional apology will be rendered to her for such a service challenge. Again, it is possible she is aware that her call will be received with all the professional curtesy it deserves. Added to these, it?is also possible she has a "personal-professional relationship" with her service provider and she is conscious her service provider?has a tool that ensures she can rate her confidence in the answers provided by the staff of her service provider as part of a quality assurance mechanism.

For organisations that have call/contact centers, these centers, because of the principle of "first call resolution," have become the engine room for customer experience, a minefield that must be navigated with tact and persuasion.

It is imperative to note that the concept of garbage in garbage out applies perfectly in the call centre environments. Quality input in terms of human resources leads to quality service output and a desirable outcome. Contrary to popular belief held by many that anyone and everyone can work in the call or contact centers environment, it is the best human resource that can and must work in the call center environment; smart staff who will not assume, but anticipate, and predict how their presentations will be received by the callers; smart staff who have the ability at the spare of the moment to communicate further to adjust misunderstandings; smart staff who will listen, listen to understand than to respond; smart staff who are enthusiastic and pleasant, with excellent attitude, and can hold their callers spellbound throughout the interaction process; smart staff who sound credible; believable: well articulate: well-focused; trustworthy and can make their callers feel completely comfortable during their interaction; and smart staff who can put their emotions in check to ensure that their presentations are meaningful. These are the smart staff needed at the call/contact center.

According to Techopedia, "A call centre is a facility that handles inbound and/or outbound calls on behalf of an organization." For example, a call centre may handle customer service calls, complaints, or other issues related to a company's products and services. It is referred to as a "call center" because the model of customer service is based on support via the phone as the main method of contact between customers and organizations. Functionally, call centres have the responsibility of providing fast and accurate service by answering calls properly and professionally; providing customers with accurate information on their queries and complaints; and providing strategic feedback to originations based on interactions with customers.

The paradigm has shifted, the world is swiftly changing, and with each day the pace quickens. The science fiction of yesterday is the reality of today. These innovations have affected service delivery as well. Today, with the advancement in technology, call centres have evolved into contact centres with varied channels where organisations interact with customers. However, be it a call centre or contact center, be it inbound, outbound or blended, be it "out-sourced", "co-sourced" or "in-sourced", the roles of the centre largely remain the same; tactical and strategic.

The tactical roles include operational activities such as determining if resources are effective for handling current call volumes and customer needs. Again, tactically, the centralization of activities at the call centre makes it cost-effective, guarantees business continuity, and ensures easy access to the service providers 24/7/365.

The strategic roles of the call centre include formulating long-term goals and planning the processes required to achieve these goals; they include a plan on how to achieve customer satisfaction, the need to inform, and how to use the call centre to support corporate image, among others.

According to a report from Forrester Research in 2013, the phone is the most frequently used communication channel for service, with 73% of customers using the phone for customer service. This is a higher percentage than online channels such as email and chat.

What makes call or contact centres great are their ground rules and their adherence to schedule. The call centre environment is more regimented, efficient, and effective?than the military establishment. It is critical to note that the call center's strength and resilience are underpinned by what is known as "the power of one." It is often said that what difference can one person make in a "sea of agents," so why does it matter if an agent leaves five minutes early or takes five minutes extra on my lunch?However, the cumulative effects of this mentality are surprising. Call or contact centres run schedules and assign calls, which means one person out of place affects overall performance. This "power of one" is what ensures 24/7/365 support for customer queries and complaints.

Customers have high expectations from service providers. They do not only want their issues resolved, but they also want them solved quickly and efficiently.?It has been proven that customers often turn first to the telephone and speak to their service providers when a time-sensitive matter arises. It is therefore critical that when customers call for service or support, there is a smart staff member waiting to pick up the call by the third ring and make the customer feel at home. This is why great brands utilize call/contact centers effectively to provide assistance to their customers and enhance their image.

So, question? Will your customers call your call/contact centre in times of emergencies?