Best Practices Your Path to World-class Direct Marketing
A large percentage of customers actually are sitting in front of their PCs when they call you on the phone, Gianforte notes. Rather than make them wait in a queue to receive an answer that's already posted in your customer service area, use your "hold message" to tell customers about the online customer service area.
While customers are in the queue, they can look up the appropriate Web page and possibly answer their own question. Those who choose to wait for the CSR will still be helped, and it gives CSRs an opportunity to reinforce the self-service message by showing customers how to find the information they need faster.
6. One contact center database.
To provide comprehensive customer care, your representatives need to view all customer incidents from all channels in a common database. An integrated customer service database allows CSRs to be fully aware of all previous interactions with a customer relating to a particular incident. This multichannel view, says Gianforte, ensures that CSRs have all the information needed to quickly resolve problems that may already have involved several different communication sessions.
Also, says Gianforte, an integrated customer service database provides managers with a holistic view of the issues driving customer service activity across all channels. Besides being useful to customer service managers in adjusting customer service policies, it provides insight to marketing managers and sales managers, who also must be responsive to customer needs.