Contact Center VOC2
3 Ways to Help Brands Improve Contact Center Performance with Voice of Customer (VOC) – Part 2
Last time, we wrote about the first method to improve Contact Center performance using Voice of Customer (VOC). This involves combining data gathered from listening to various social media platforms with techniques like CSAT (Net Promoter) and integrating VOC data with call center employee performance scores.
Now we will continue with methods 2 and 3 for improving Contact Center performance using Voice of Customer (VOC).
Method 2: Using a customer-centric strategy.
Powerful solutions such as using Omnichannel combined with Voice of Customer (VoC) transform contact centers into hubs for improving customer experience (CX), as this solution integrates the vast amount of VoC data obtained from…
- Direct customer contact can be achieved through phone calls, emails, text messaging, and surveys.
- VoC (Voice-Based Customer) listening is indirectly obtained from customer posts on various forums and product and service reviews on consumer websites, which are not affiliated with the company or brand.
- Data from other sources that can be used to create a VoC include customer data, behavior, and purchase history stored in the system, etc.
Next, process the obtained information through the VoC process as follows:
- Identify dissatisfied customers who are highly likely to discontinue their service.
- Providing in-depth and personalized solutions to enhance customer satisfaction and increase loyalty.
- Training and skills development for call center staff.
- Quickly identify and prioritize potential problems that may arise with the product or service.
- To understand the gaps in the performance or efficiency of a product or service.
- Promote a culture of continuous improvement within the company.
- Solve customer problems more intelligently, quickly, and strategically.
This customer-centric strategy helps contact centers gain insightful data from customer contacts, automates workflows, and provides call center agents with appropriate guidelines for interacting with individual customers, ultimately resolving issues.
Furthermore, the data obtained through the VoC process reflects customer feedback. The Contact Center acts as a central hub for sharing this insightful data throughout the organization, from marketing and sales to operations and senior management (C-Suite), enabling the brand to better understand and connect with its customers.
Method 3: Use a Customer Relationship System (CRS).
Some companies have developed web-based systems, accessible via web browsers, to serve as Customer Relationship Management (CRM) systems. These systems collect customer information and feedback on the company’s products and services. A CRM system can be implemented as follows:
- Record contact lists, letters, faxes, emails, web forms, and chat logs that are detailed enough to be processed further.
- Responding to customer requests and complaints requires a quick and appropriate response, such as providing coupons, replacements, refunds, education, or upsell opportunities.
- A report detailing the history of interactions between customers and the organization.
- Managing market research and sales promotion for cross-selling or upselling.
The Customer Relationship Management (CRS) system connects to the Contact Center system, streamlining the work of call center agents. When a customer contacts the system, it records the phone number and retrieves current customer information to verify accuracy or update new data. The CRS then accesses detailed information about the customer’s past product purchases and inquiries, and pulls current product information from the product database. This allows call center agents to answer questions, resolve issues, or initiate new sales immediately.
The system must analyze the problem and present appropriate solutions to the call center employee. Once the employee has considered the answer or solution, the system will generate follow-up documents such as questionnaires, reply letters, attachments, coupons, discounts, refund checks, new product samples, or product replacements, specifying instructions, methods, or the nearest location to purchase the product.
This must include call monitoring capabilities so that management can listen to conversations between customers and call center agents, whether in real-time or through recorded conversations. Having regular access to customer feedback is essential for driving organizational success.
Customer Relationship Management (CRS) systems can also improve the efficiency of contact centers by measuring performance based on the number of issues resolved on the first try (FCS), the number of customer calls handled per call center operator during a given period, and increased customer satisfaction levels. This leads to improved service quality, stronger customer relationships, and better responsiveness to customer expectations.
The data obtained from the system will be analyzed and transformed into insights that will be shared among various internal departments to add value. This data is immensely beneficial to the organization and can be used in marketing and public relations, building corporate image, generating word-of-mouth referrals, leading to increased sales, strengthening brand loyalty, and impacting return on investment (ROI), which reflects the company’s financial health.
summarize
Implementing Voice of Customer (VoC) in contact centers, regardless of the method used, aims to maintain customer satisfaction and increase loyalty. Most executives are more interested in knowing why customers are unhappy than knowing the problem at all. Investigating problems provides early warning about product and service quality, helping companies prevent costly losses and avoid litigation. It also helps correct negative publicity, reduces warranty, repair, and replacement costs. Listening to customer feedback can lead to new product ideas, improved product quality, and enhanced customer understanding of the company’s products and services. Many leading companies worldwide acknowledge the immense benefits they reap from using Voice of Customer (VoC).
