Inefficient call center will scare customers off
We got used to a pleasant voice when we’re calling customer support service to make inquiries about the product/service we have purchased or are about to purchase. We also got used to the fact that as a rule call center operators answer all questions and look for solutions to any problems occurred in relation with products or services offered by a certain company. Sure thing, we get his car reached when a call center operator offers you nothing but polite language and phrases like “Yes, we understand your problem and we are looking for solutions”. “Looking for” does not necessarily mean finding such solutions. That’s why we know that some call centers are good and some are not.
One of the most common problems in evaluation of a call center performance is excessive focus on customer satisfaction. Of course, the customer is a supreme value. But in order to please a customer so many call centers offer nothing but a polite language. We know that customers are calling not to have a friendly chat with the call center operator (although there are such customers as well) but to look for solution to existing problems.
That’s why, when implementing balanced scorecard so many top managers concentrate on number of handling calls, communication etiquette, politeness and sales attempts. Of course, these indicators of very important in any call center (both sales call centers and customer support services). But what about professionalism? What about satisfaction of customer demands?
BSC evaluates current performance of the company through assessment of key performance indicators. It also communicates strategic and operational management. For example, if the company wants to have more regular customers the quality of call center services should be certainly improve. The strategy maps will clearly demonstrate how improvements in call center key performance indicators will result in improvements in other measures of different BSC categories.
If a call center pays attention only to number of customers it can serve daily there is a danger that these customers will not call for a second time because they have made a decision to reject company services and buy from another company. A call center operator is the face of a company. Of negative communication experience with the call center operator contribute to a negative image of the company in general. That’s why, top performance of a call center is a must for any successful company in any market.
Tags: call center bsc, call center KPIs, Call Center Metrics
