It is exciting to celebrate Customer Service Day because we know that so many customer service employees not only meet but exceed customer expectations through the personal touch of their customer service delivery. Customer service employees are instrumental in bringing to life, the mission, and vision of an organization. For that reason, the role played by customer service employees is vital to the success of an organization.
Organizational objectives are achieved interaction by interaction through the everyday practices of customer service employees. As such, enabling customer service employees with the tools and coaching to make good service the rule rather than the exception is necessary in order to stand out in the current global multichannel customer service environment.
The importance and impact of good customer service have increased and continue to increase as markets expand globally and customer service channels including phone, email, chat and social media, continue to develop. Customers are better informed and as a result have greater demands. Good service is expected by customers, and influences their decision to start or continue doing business with a particular organization.
Empowering customer service employees to make personalized offers, provide tailored recommendations and identify solutions to specific customer problems in real time creates a culture where good service is the standard. And with the introduction of new tools such as real-time speech analytics, the employee is able to fully comprehend the context of the conversation and customize responses in real time, not just "next time."
It is equally important to equip organizations with the ability to measure, analyze, and recognize the success of its customer service employees. Historically, the performance of customer service employees was measured strictly through the standard quality evaluation process. However, the new trend is to link quality evaluations, customer feedback surveys, and multichannel analytics to the customer service employee scorecard, thus taking a holistic approach to measuring and assessing the success of the employee.
Extending the performance assessment process to the customer through feedback surveys has added significant value in helping customer service develop the skills and behaviors desired by customers. Analyzing and understanding the voice of the customer, or the customer experience, enables organizational leaders to identify coaching and development opportunities, implement best practices, and bridge gaps that impede customer service delivery. Turning customer interactions into meaningful insights through coaching and development is another avenue for organizations to instill good service as a standard.
Organizational leaders can learn from the past and turn the tide of bad service by ensuring that customer service employees are taking a proactive and real-time approach through their practices. The standard of customer service received in real time either by phone, chat, or email leaves a lasting impression and, in part, molds the overall customer experience. Personalization of targeted offers creates a positive impression and should be the focus of every customer interaction.
If we truly want to own the decisive moments with our customers, we must measure the customer experience in real time from the perspective of the customer through customer feedback surveys, emotion detection, and multichannel analytics, and equip customer-facing employees everywhere to make good service the rule rather than the exception.