Acting on the Voice of the Customer
Customer
Management
ANNO 1 - NUMERO 5
settembre 2012
La voce del cliente Il tema è ampio e riguarda sia le tecnologie di ascolto sia le modalità di relazione che un’azienda decide di avere con i propri clienti. In questo numero viene affrontato sotto diverse sfaccettature. Letizia Olivari
Dare ai propri clienti le più ampie possibilità di contatto con l’azienda è un imperativo. Oggi sembra emergere tra le preferenze degli utenti, la chat. Immediata, di più facile accesso e meno impegnativa della telefonata, la chat richiede però un’attenzione specifica per il suo utilizzo ottimale. Chi ha la responsabilità di un contact center ha a disposizione numerose tecnologie per analizzare e misurare la soddisfazione del cliente e la qualità erogata. Gli articoli di questo numero aiutano a orientarsi su questi argomenti. Come annunciato da questo numero inizia
una serie di interventi dedicati al benessere degli operatori dei call center, che ampliano il raggio di attenzione della nostra rivista.
Adding Value with Live Chat Chat providers share tips forenhancing efficiency, quality and the customer experience. By Susan Hash
As consumer preference for using live chat continues to grow, so, too, are the number of contact centers that are adding it to their channel mix. Industry research has predicted substantial growth in the number of contact centers adopting chat over the next 12 to 24 months (ContactBabel’s 2012 U.S. Contact Center Decision-Makers’ Guide, and Dimension Data’s Global Contact Centre Benchmarking Report). And our recent Multichannel Customer Contact Survey, cosponsored by Strategic Contact, found that centers are making steady progress toward chat adoption.
Thus far, large call centers have been the trail blazers—two-thirds of survey participants with 500-plus agents said that they are using this channel. Chat offers an efficient, low-cost customer support option, which is appealing to organizations. As Strategic Contact’s Lori Bocklund and Maren Symonds point out, “[Chat] is a ‘natural’ for companies that are serious about realizing the maximum value from their web-based services. It affords the opportunity to convert casual browsers into paying customers and provides a convenient avenue 23
Imagine you just watched your team win its seventh game in a row. As you are celebrating, you hear the manager being interviewed. “Nice game, Coach,” the interviewer says. “That’s seven in a row!” “Yes”, the Manager responds. “We are really clicking on all cylinders.” “So,” continues the interviewer, “what are you working on now? What are you doing to improve performance?” “What do you mean?” replies the manager. “We’re winning. We’re just so impressed with how good we’re doing and how we’re beating the competition. Our focus right now is getting the word out to make sure that everyone around understands that we are the best. We really don’t have any desire to delve any deeper than that, since things can’t get any better than this.” That puts a bit of a damper on the celebration, doesn’t it? Good managers strive to continually improve, whether they are in charge of a sports team or a contact center. Of course, we don’t engage in headto-head competitions in contact centers (though that sounds like a great idea for a conference event, doesn’t it?), but we do get scores in the form of voice of the customer (VOC) data. We love seeing great results, but the worst thing that we can do is 28 put the blinders on. VOC
Today’s Tools Take QA to the Next Level Everybody wants to provide quality customer interactions. The good news: The technology to enable basic quality assessment is affordable with viable options for centers of all sizes. As a result, most centers do some form of quality monitoring on their primary mode of contact, phone calls. The bad news: Scoring individual calls is not nearly enough. It’s time to establish a more robust and (dare we say) holistic view of the customer experience. Fortunately, there’s more good news: The tools, vendors and overall marketplace have evolved to address all media and perspectives (i.e., internal and external) and surface valuable insights that can transform the customer experience. It’s time to put the people, processes and technology in place to gather these pearls of wisdom… and then do something with them! The Quality Continuum Unless you’ve got really deep pockets and unlimited resources from which to draw, you won’t be able to achieve performance management nirvana in the blink of an eye. But if you have a road map and 30