Is staying focused on core services a challenge for customer service centers?
Deepak Selvaratnam
Founder and Co developer of Snapshotz & Remotability - Director at Customer Services Audit
Customer service centers play a crucial role in maintaining positive customer experiences. Many customer service centers are distracted from delivering the core services they are tasked to provide for various reasons.
In the last 10 Snapshotz audits conducted throughout May and June '24, all these centers assessed showed some degree of deviation from the core services they were tasked to deliver.
This often led to negative impacts on their customers and their own teams.
There were several reasons for centers to deviate from the core services they were tasked to provide.
Some common reasons why they deviate from their intended focus:
1. Management Distractions: Conflicting directives or pressures can divert management's attention away from the core services, leading to misalignment of priorities.
2. Misaligned KPIs: Key Performance Indicators (KPIs) should directly correlate with the core services provided. If KPIs don’t align, the center may prioritize other metrics over customer satisfaction.
3. Team Capability: The skills and capabilities of customer service teams impact their ability to deliver core services. Training, development, and hiring practices play a significant role.
4. Staffing Gaps: Insufficient staffing levels can strain resources and lead to service gaps. Overworked employees may struggle to maintain focus on core services.
5. Inappropriate Technology Deployment: Sometimes, centers invest in technologies that don’t align with their core services, leading to inefficiencies and confusion.
6. Underutilized Technology: Conversely, existing technology may not be fully utilized. Proper training and utilization are essential to stay focused on core services.
7. Misaligned Business Processes: If business processes don’t align with the services offered, it can create confusion and hinder effective service delivery.
8. Changing Consumer Behavior: Customer expectations evolve over time. Centers must adapt to these changes while still providing core services.
Addressing the Challenge: Objective Assessments
Conducting an objective current state assessment is key to understanding if your centre is in line with the core services it is tasked to deliver.
A 2 step approach is suggested.
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1. Current State Assessment: Evaluate your center’s current practices objectively. Are they in line with the core services? Identify any deviations and set out a continuous improvement programme.
2. Review and Correct: Regular reviews (e.g., half-yearly) allow you to identify distractions and make necessary corrections. Address any misalignments and rework into the continuous improvement programme.
Remember, customer service centers thrive when they prioritize core services, maintain consistency, and adapt to changing needs.
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Customer-obsessed Executive: Transforming contact center and back-office operations for a seamless customer experience
4 个月Thanks Deepak Selvaratnam, for highlighting the importance of the contact center audit and its effectiveness in establishing a baseline and identifying opportunities for improvement. I couldn’t agree more with the emphasis on the next steps post-audit. It’s essential to not only perform a comprehensive assessment but also to design a future state and create a detailed roadmap for implementation. One of the key aspects is developing a robust business case that demonstrates the ROI of moving from the current state to the future state. This approach provides clear financial justification, making it easier for organizations to decide to invest in the necessary changes. The savings and improvements identified are often more than a 3:1 return to help pay for the consulting services required to implement and sustain these enhancements. By focusing on the post-audit work, we (consultants) can help clients realize substantial benefits and ensure long-term success. This is where the real value lies, transforming insights from the audit into actionable strategies and tangible results. Looking forward to continuing these valuable conversations and driving meaningful change together.
A trusted, collaborative and solutions-focused leader with highly developed coaching and mentoring skills, a strong growth mindset and a passion for creating consistently exceptional customer outcomes
4 个月Having a clear strategic roadmap specifically for the contact centre that ensures they deliver and add value is essential
CEO @ ExSynt Solutions | CX & KM Strategist | Author of SimpleCX | Host of ScienceOfCX.com | Helping Contact Centers Navigate the Future
4 个月Deepak Selvaratnam You are right in this as many contact centers are focusing day-to-day on the metrics rather than the quality of service. Silos, turf wars and shiny new toys are at every turn, but the 'core' purpose of taking great care of a customer's needs should be paramount. Management needs to go down into the contact center much more often and do the discovery, that we as consultants do. Listen, observe, do the job and then see how that will impact change. Well done on this article. Thanks for your wise insights.
CX, Contact Centre and Technology Leader | Consultant, Speaker and Rugby Board Member | 20+ years driving growth, innovation and human-centred transformations | Partner with me to elevate CX and deliver results
4 个月Great insights Deepak, and I’ve also seen several of the areas you highlighted drag attention away from the core role for customer service centres.