Not long ago, I wrote about a DataInfoCom webcast with Dick Hunter, the former VP of global consumer support services at Dell. I was fascinated with Hunter's forthrightness in discussing how Dell made the transition from focusing on call length in its call centers to how often problems were actually resolved. While measuring customer satisfaction rather than transaction time is seemingly a no-brainer, not many companies do it.
That's not such a surprise, though, says Cheryl Coppens, a director at Customer Operations Performance Center (COPC), a group dedicated to contact center benchmarking, and one of the sources quoted in a destinationCRM story. If companies are still struggling with satisfying customers' basic needs, it's a mistake for them to try to emulate such customer-service champs as Zappos.com.
A well-known anecdote about Zappos, related in this Inc. story as well as others about the online shoe retailer, involves a woman seeking help in returning some shoes she'd ordered for her husband, who died in a car crash. The call center agent ordered flowers for the woman. But offering such touches will backfire if agents aren't able to solve common problems. Said Coppens:
Source: itbusinessedge.com
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Great and simple post you shared. The tricky business of a Call Centre has such a mythology about it, but it really is just making a common sense! Thanks for pointing that in your post.
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