news and opinion
The term 'sympathetic personalisation' has been used to describe the technique by which call handlers can supposedly present customers with a more human and personal experience, through the use of a range of phrases and expressions, designed to soften the conversation and generate an empathetic relationship. But the very fact that this is a standardised process driven by pre-defined language and constrictive scripts means any sense of humanity is lost the moment the conversation begins.
The simple fact is that every customer wants to feel like an individual when they interact with a brand. But this feeling needs to be based on the brand having a real understanding of them, their needs and circumstances. For arguments sake let's assume at this point that the words, phrases and way a call handler deals with a customer are irrelevant. To generate a positive, two-way conversation, and subsequently to benefit from this relationship, the interaction must be entrenched in a real and relevant understanding of the customer.
Call centres already use customer data to help direct the conversations they have. But this process can be further improved by not only arming agents with up to date information on the customer, but in allowing them to use this insight at their own discretion. Using data to map out a scripted conversation may be useful, but empowering an agent to go off script and embark on a more natural and empathetic conversation with the customer can reap far greater rewards. This is perhaps more reliant on using well trained and experienced agents, but especially during high value transactions or with high value customers, choosing the elite troops to advance in this way is a major step in improving the customer's experience.
Of course, language and the way the call handler interacts with customers are relevant. But imposing fluffy phrases and applying softened wording will have a negative effect, and be extremely damaging to the way the customer views the brand and its ability to deliver on their needs; customers quickly see through superficial and unnatural attempts such as these.
Aiming to create a 'positive interaction' every time a customer communicates with your call centre - one which both brand and customer benefit from - can be achieved through greater understanding and from an empathetic and, most vitally, a human approach. The real acid test of course is to consider, and even ask, whether the customer ends the interaction feeling good, with a positive view of the brand. Defining success from the customer's point of view can help to refine further this new philosophy of communication, and subsequently build on its success.
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