Leadership Training

Today’s company is only as good as the customer service it provides. You don’t need to go far in today’s headlines to find examples of poor service, and how it can adversely affect a corporation’s image. Time Warner Cable is certainly discovering this in Los Angeles right now.

So what are some of the keys to providing good customer service from a call center perspective? In the past, the mantra was, “the customer is always right”. What’s even more important these days is “how is the customer service experience for the customer?” While there are enough topics on how to properly run & maintain a call center to start an entire new blog based on customer relationship management (CRM), I for one, don’t have the time (or money) to do so! But here are three basics etched in stone for all call centers to follow:

Rule 1: Get the person talking to a live customer service representative ASAP.

Unfortunately, many companies still employ a maze of user prompted call options that resembles Pan’s Labyrinth in order to get to a CS rep. However, due to the degree of complaints and frustrations that have come with these automated systems, more and more call centers are going back to the “press 0 to speak with someone” alternative. Evidence of this movement can be found at the popular website Get Human which provides a listing of over 500 companies and the quickest way to get in touch with a person.

They’ve also provided their own grading system for each call center’s operations. How did they do? Well, let’s just say the boys over at the Delta House would be mighty proud of these marks…

As a rule of thumb, customers shouldn’t be on hold waiting for a call center representative for more than 30 seconds. According to the LA Times article, the average wait time for a Time Warner Cable customer late last year was over nine minutes. Other companies have customers who routinely are on hold for a half-hour to an hour. That’ll raise anyone’s blood pressure a few notches, and leave you with a very fired-up customer. Which leads to the second rule…

Rule 2: The customer service representative should be as friendly as courteous as possible.

Customers can take out their anger and aggressions on a call center rep with a vengeance. Colorful tirades, insults and even threats are not out of the ordinary. Your CS team must be trained and ready for these customers. Empathy is the key. Phrases such as “I understand you are frustrated,” and “let me see what I can do to help your situation,” should be used while in the process of finding a resolution.

Above all, a representative can NEVER lose their temper with a customer. If they are starting to lose their patience even slightly, the call should immediately be forwarded to a manager.

Rule 3: If a call back is requested or needed, make sure it is done when you promise it will be done, with an acceptable resolution provided.

It’s at this point that I’d like to bring up a GOOD customer service experience I just had with Verizon Wireless. It’s important to note here that I do not work for Verizon, nor did they pay me to write this - I just felt this was an instance of good customer service that should be noted. Like many of you readers, I have plenty of negative experiences to share, but I figured a positive experience was the better story…

I recently contested an overage in my monthly minute allowance. The reason? A Verizon 800 number put me on hold for over two hours. Naturally, when I called & argued that I should not be charged for those minutes, I was not in the best mood. Yet the CS rep was very professional and let me make my argument without interrupting. To make a long story short, she agreed to call me after my billing statement was processed on March 1st, and would eliminate any overage charges.

On March 1st, at exactly noon, I received my follow-up call from the very same CS rep, who told me that the $12 charged to my account for going over my minutes would be removed from my bill. It was perfectly fair, and the rep did her job by calling me back promptly on the promised date. Good work, Verizon!

For larger companies, a CRM software package (such as ACT!) should be utilized for customer contact records and call reminders. If you’re a small business, you can get by with Microsoft Outlook (or Entourage for the Mac). Whatever tool you use, just make sure it works and that your employees are organized enough to make those call backs! Of all the things that will enrage a customer the most, it will be the unreturned phone call…

customer service, call center, representative, courtesy, on hold, wait time, return call, Time Warner Cable, Verizon Wireless