News & Insight

It Takes a Village: The secret behind why CX metrics remain flat

The old African proverb says it takes a village to raise a child, leveraging the cultural context of community. The same is true in the call center to improve customer experience metrics. Why have customer experience metrics remained flat despite contact center technology becoming more sophisticated and widespread?

Because call center technologies only assist with linear processes, simply resolving the issue on first contact and minimizing customer effort isn’t a great conversation, and if companies continue to be satisfied with this, CX metrics will remain flat.

The importance of dialogue and conversation

A recent survey reported that almost 80 percent1 of in-bound customers had already tried to resolve technical issues themselves, using more than one source. While first-contact level is important, it’s more important to engage with them on a dialogue level, because at this point they’re emotional and just need help from a real human being.

Within a culture of communication, both the customer and the engagement specialists’ needs are met, specialists are free to engage in dialogue with the customer and have a conversation.

How can you monitor and coach something that is unique and spontaneous? How do you foster creativity without producing utter chaos?

Call centers need to see their engagement specialists as communication professionals and commit to engage and develop their skill sets over time. Allowing spontaneous, unscripted dialogue has shown to raise CSAT scores and increase sales.

Too often a company might do one quick training and doesn’t continue to develop real communication skills with their specialists. Allow your contact center to become the proverbial ‘village.’ Implement ongoing workshops and training in conversation, not just policy and technical procedures, offer ongoing communication and dialogue coaching to your engagement specialists.

Business is personal

Companies should not be afraid to allow people to interact and connect personally. If a company can achieve this level of dialogue in the call center, it becomes a win-win for both the customer and the company, and creates engagement specialists who want to stay.

To learn more on creating dialogue and tapping the potential of your engagement specialists, listen to the Podcast with Ted Nardin, Director, Communication Science Lab, STARTEK.

Creating a culture of conversation in your call center

  • Ditch the script: Don’t be afraid to let your engagement specialists connect personally and have spontaneous conversations with their customers while resolving issues.
  • Create a culture of engagement: Implement ongoing workshops and training in conversation, not just policy and technical procedures, offer ongoing communication and dialogue coaching to your engagement specialists.
  • Take a chance: Create a culture of conversation from the beginning by hiring specialists whose communication skills might outweigh their technical knowledge, technical skills can be taught, innate communication skills typically cannot.
  • By hiring and growing communicators, your CX metrics will soar and you will grow a loyal team of specialists who want to stay with the company.

  1. STARTEK primary research