Value-Driven Call Centers: 5 Steps to a Strong Culture

Building a thriving and successful call center in the #homeserviceindustry is no easy task. Long gone are the days when contractors are looking for someone to “just answer the phone.” An impactful and engaging call center is one that is intentionally built around a solid set of core values.?

Core values support the vision, shape the culture, and reflect the company's values. They portray the company's character and identity, embracing the principles and beliefs that guide every action and decision made in the organization.

Without values, there is no structure to guide customer service representatives on their behavior or decisions. A defined set of values will help #CSRs understand:?

• What’s important to our company
• What we stand for
• How to treat customers
• How to treat each other
• The common language about what we believe and who we want to be

An iconic example of a value-based call center is Zappos. The CEO of Zappos, Tony Hsieh, shared in his bestselling book, “Delivering Happiness,” that as they rapidly grew, they were hiring a lot of people very quickly. It was difficult for their team to understand if the candidates were a good “culture fit” because they had not defined their culture. It was suggested by their legal department to create a list of core values for the hiring managers to use as a guide. Tony realized he needed everyone’s input, so they started creating a list of values. Their initial list had 37 values.?

Since it was such a long list, they had to think about which values were the most important and truly represented who they wanted to be. Eventually, they came up with a list of their ten values which they still use today.?

1. Delivery WOW through Service?

2. Embrace and Drive Change?

3. Create Fun and a Little Weirdness?

4. Be Adventurous, Creative and Open-minded?

5. Pursue Growth and Learning?

6. Build Open and Honest relationships with communication?

7. Build a positive team and family spirit?

8. Do more with less?

9. Be passionate and determined?

10. Be humble

These ten values have guided Zappos in building a positive and fun culture that is truly focused on “Delivering Happiness.”?

So if a call center is ready to go all in with culture and values - where should they begin? Here are five steps to build a value-driven call center:

1 - List and define your core values

When compiling a list of core values, it’s important to remember that call center values can be the same as the company values, or different and stand on their own. However, if call centers use a unique set of values, these values must be in alignment with the overall company’s core values. The key is to make sure that all values point to the vision and overall culture of the company.?

Clearly define each core value so that the team members have a very precise understanding of what that value means. Once the core values are listed and defined, make sure they are displayed everywhere and visible for all to see.

2 - Brand your call center and team

In the previous Zappos example, their contact center team is called the “Customer Loyalty Team.” In the trades, call centers and teams can also be branded, labeled or renamed to align with the culture and core values of the company. Here are a few fun examples:

• Just In Time Heating, Air Conditioning & Plumbing Services , of Sandwich, IL, refer to their call center team as “Home Service Heroes.” Their agents answer the phone by saying, “Thank you for calling Just in Time. How can we be your Home Service Hero today?” This signifies that the agents are not “just CSRs” they are heroes! That changes the mentality and culture of the call center. One of their core values is “Trustworthy” and is defined by always putting people first. Sounds like something a superhero might do.
• McWilliams Heating, Cooling, and Plumbing , of Lufkin, TX, has named its call center “The Helm.” The company’s mascot is Sailor Mac, named after the founder and a Navy veteran. Everything in the company has a nautical theme. The brand and values also portray the hardworking values and precision found in the Navy. Their values are displayed on the ship’s helm (or wheel), reminding them that they are navigating each conversation and customer experience.
• Service Specialties Inc. , of Chantilly, VA, calls its customer service department the “Heartbeat.” If its call center isn’t beating well, it can’t supply the blood to book the calls and keep its technicians running the right calls, which ultimately leads to a profitable company.?
• Western Heating, Air, & Plumbing , of Orem, UT, refers to its call center as the “Opportunity Center.” One of its core values is Gratitude. The Opportunity Center reminds them to be grateful for every call because there is an opportunity in every call. Even if the CSR doesn’t book the job, there is an opportunity to express gratitude, brighten the customer’s day, and find the best solution.

3 - Create a recruitment and hiring process that aligns with your core values

Hiring agents for the call center becomes easier with a strong set of core values in place. Call centers will know what kind of team members they want to attract and who is a right fit for the culture based on the individual’s personal values.?

Compile a list of value-based questions to help with the interview process. Examples of these questions could include:

• Can you give me an example of a time when you helped someone in need?
• Why is helping others important to you?
• Tell me about a time you showed compassion toward a colleague or a customer.
• What steps would you take if you didn’t know the answer to a customer’s question??

4 - Design an onboarding experience that immerses them in your culture

Values should also drive the onboarding experience in the call center. It’s never a good idea to onboard new team members by having them just listen to calls and then tell them to “WOW the customer.” It’s about teaching them to be obsessed with the culture and with customer service. Design meaningful activities, training, and experiences to help your team understand the significance behind each value, and will excite them to be part of your culture.?

5 - Equip and empower your team

Customer Service Representatives want to feel empowered and equipped to perform their duties at a high level. They will need to learn the systems, policies, and procedures used by the team, so keep them as simple as possible. Be sure that they have a good understanding of the technology needed for their job, including field management software, such as #ServiceTitan.?

Provide internal communication channels through systems such as Slack, Microsoft Teams, or Dial Pad, for Phones Pro users. Encourage them to support, lift, and encourage one another through these methods.

Be intentional about providing ongoing training and resources for continual growth and improvement. Have regular training sessions, team meetings, one-on-one feedback sessions, and team activities to create trust, strengthen bonds, and promote team spirit.?

When call centers successfully build value-driven cultures, teams will respond with commitment. Their ability to have a clear vision of the company, goals, and direction will guide them in their decisions and actions. The reward will be the alignment from the team when values become the default way of thinking for the entire organization.

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