Cosa fa la differenza quando parliamo di Customer Experience Management e di Customer Service? Come possono gli agenti di Call Center comprendere appieno la centralità del loro ruolo?

When we talk about Customer Experience Management (CXM), it is easy to forget that no matter how well developed any CXM strategy is, it is the customer facing staff that will often have the most dramatic effect upon the customer journey.

So in this blog post, we are going to take a look at a few characteristics that are often displayed by the very best customer service agents:

Understands their role – by this, we mean that the customer service agent not only understands their job role, but their role in the entire end-to-end customer experience management process. How they are a pivotal point of the customer journey, with the power to either positively or negatively affect the satisfaction of the customer.

Has adequate knowledge – so that they can deal with customer issues professionally, and from a point of expertise. This means investing in proper product training of customer service staff, and making sure that they are kept in the loop as business processes that directly affect the customer are changed.

Able to deliver a fully personalized service – this is fast becoming a critical point for delivering a truly exceptional customer experience. Customer service staff need to be provided with the tools required to track the customer journey, across every channel, and deliver a full personalized service that is based upon the history of individual customers.

Are socially aware – many consumers have full embraced social networking sites such as Twitter and Facebook. Customer service staff need to be able to monitor social commentary, and potentially respond to comments posted by consumers.

Knows why they are being monitored – so that they understand how their particular job ties in with company KPI and the overall Customer Experience Management strategy of the company as a whole.

Are fully motivated – so that their enthusiasm and commitment to their job comes across whilst they are communicating with customers. Dissatisfied, unmotivated customer service staff are far less likely to deal with customers in a positive way.

Empowered to make decisions – on how to manage each individual customer issue. This means allowing some flexibility in business processes, so that individual customer service staff have the ability to expedite unique customer issues, without need to either refer the customer to another person, or cause a delay in resolution of the problem.

By Mac Wheeler