Switch Hack

I read some interesting research carried out by Oxford University that described how the cliche style of language used by call centre agents can irritate customers.

I don’t have a problem with call centre agents trying to build rapport while they’re on the phone. After all they’re only human and, though some people might find it hard to believe, most agents actually deliver a better service when they are able to interact and chat freely with the person at the end of the line.

However, it’s the real time relationship between the agent and customer that is the true driver of customisation. It is not something that is planned and structured by someone sitting in the marketing department. Customisation should be spontaneous.  Problems arise when agents in their personal dialogue with customers, be it via email, phone or internet, do not have the power to act on what the customer is telling them and are forced to remain within the constraints of a pre-written script.     

Ask most people how contact centres can best personalise their customer service, and I guarantee you that most people will rate ‘remember my past communications’ or ‘communicate via my chosen channel’ over ‘constantly use my first name to build rapport’. It’s the power of the human touch combined with technology that delivers true customisation and it’s not something that can be learned from a manual.

Tags: chat, communication, contact centre, customisation, free, interaction, oxford university, rapport

This entry was posted on Thursday, October 23rd, 2008 at 11:46 am and is filed under Communications. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.