6 Factors To Promote Customer Orientation In Call Centers

Although we live in the era of customer orientation, according to the report of CCW Digital “Empowering Customer-Centric Engagement,” few organizations are currently promoting the centrality of the client. In fact, only 3% of customers say they are “very happy” with the interactions with companies.

How can call centers enhance customer orientation? The use of data, integration and technology help support a more intelligent interaction that generates a vision that relates to the most natural and improved customer.

According to the report, by following clear action steps, organizations can gain a better understanding of their clients; communicate more valuable personal messages in reactive and proactive scenarios; evaluate and optimize more accurately the commercial impact of your customer experience initiatives; eliminate the inefficiencies of travel from the customer experience; and take advantage of technology to create value for users.

6 Factors To Promote Customer Orientation In Call Centers:

1) Adopt The FP3 Framework

When designing their customer experiences, organizations have to take their demands into account. To do this, with the adoption of FP3 framework (frictionless, personalized, predictive and proactive), companies address both concerns.

With this framework, when making a decision, processing any transaction or communicating any message, all interested parties will consider whether they are reducing effort, maximizing personalization, anticipating future needs and eliminating potential problems.

As each of these elements depends to a large extent on the voice of the client, the FP3 framework also encourages organizations to adopt an external approach to the customer experience. But it’s not just a customer-oriented initiative; FP3 also applies to the back-end. When the tools of the agents, the desks and the knowledge bases have no friction, they are personalized, predictive and proactive; therefore, satisfaction and productivity increase.

2) Create A Customer Record

Today’s customer is not simply looking for the answer to a particular problem at a particular time. They look for a brand that works as a consultant in all channels.

By creating a customer registry, organizations can better meet their demands. With an identifier, the organization can identify and recognize each of its clients, regardless of the place or context of the interaction, understanding their behavior and identifying the possible intent of the interaction. In this way, agents can offer speed and efficiency.

4) Measure The Impact Of The Content

No matter how smart the design is or how accessible the back-end data is, the customer experience eventually lives or dies because of the quality of the interactions. Did the automated agent or platform communicate the correct information?

Instead of focusing solely on “results,” such as average call time, customer satisfaction or the Net Promoted Score (NPS) score, client-centric organizations assess the role that content plays in driving this results.

5) Identify Unnecessary Interactions

An excellent customer experience eliminates unnecessary interactions. All interactions (even well-executed ones) require effort. By minimizing the volume of interactions, organizations achieve one of the most prominent objectives focused on the business and the client.

Journey maps and interaction analyzes help organizations identify the types of conversations that should not occur. Predictive analysis, proactive participation strategies and self-service platforms help eliminate them.

6) Take Advantage Of The Bots And The Proactive Commitment

The bots directed by artificial intelligence (AI) offer the opportunity to convert self-service into an asset. By providing bots with strong initial content, fostering their cognitive skills, organizations create platforms that add value to customers.

Organizations also take advantage of bots to help agents. In addition to improving workflows, this strategy helps call centers adjust tools before putting them in front of clients.

The contact centers can create a different reality. By implementing the FP3 framework, customer records, content measurement, interaction simplicity and artificial intelligence can enhance your interactions with customers. In this way, they will gain a vivid understanding of what customers want and the ability to meet their demands.