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- The Measures Every Contact Center (Call Center) Should Have – The Brad Cleveland Files « Serve4Impact on The Measures Every Contact Center (Call Center) Should Have
- The Measures Every Contact Center (Call Center) Should Have – The Brad Cleveland Files | Designing designed customer service | Scoop.it on The Measures Every Contact Center (Call Center) Should Have
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- Today’s Contact Center – The Internal Engine that Engages Social Communities
- Shaping Your Mobile Customer Service Strategy
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- Customer Surveys Are Going Mobile
- The Problem with Daily Averages (and the Solution)
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Brad at Work
As mobile and social open up new channels and new types of contacts, it’s critical to forecast and staff for evolving workloads. Mobile and social impact staffing resources, and different types of interactions each require a specific approach to resource planning. The five most common examples include:
• Real-time, with single response. In this example, the organization handles interactions as they occur (e.g., text or phone conversations initiated by customers), with one response generally being sufficient. These are service-level-type interactions (meaning they need to be staffed so they can be handled as they occur), so the staffing approach is like that for traditional inbound calls.
• Real-time, with multiple exchanges. In this case, the organization strives to handle interactions when they are initiated, and the dialog involves multiple back-and-forth messages. These are service-level-type contacts with staffing considerations like those of chat. (Here’s an article that goes into more detail.)
• Interactions that can be deferred. This approach involves addressing inquires or issues that do not require an immediate response. In this scenario, staffing is response-time oriented, like that for email or outbound contacts that are scheduled. Think of Lucy in the chocolate factory and adjust staffing accordingly.
• Outbound. Here, the organization contacts the customer—in a mobile setting, often proactive through text or a call. Like traditional outbound calls, these interactions are easier to manage and incorporate than customer-initiated contacts, but must be staffed and managed nonetheless.
• Self-service. The requirement here is to be cognizant of how existing as well as emerging channels and interactions will be impacted. You’ll get fewer of some types of contacts, more of others. Perhaps most importantly, the content and complexity of interactions will evolve as mobile services mature.
Mobile is developing at lightning speed—literally by the day. It represents a serious threat to organizations that don’t evolve their services, but is a significant opportunity for those who shape strategies that meet or redefine customer expectations.
Here’s a guide to getting started right.
As you role out the new channels made possible through mobile and social ecosystems, it’s important to uphold a strategy of quality management across all channels. The well-worn practices of monitoring, coaching and quality improvement for traditional channels should also be an inherent part of managing emerging mobile interactions.
I’ve found that the majority of quality criteria apply across channels—you don’t have to reinvent the wheel. Objectives such as identifying customer needs, delivering the right information and service, and accurately capturing needed and useful information are uniformly important. And remember in building your quality approach that the most powerful potential is in capturing information that enables you to improve your products, services and processes beyond delivering customer service. New ways of interacting with customers offer powerful additional opportunities for sharing strategic (cross-functional) intelligence.
“Consumers have already decided for us: If you want to connect with them, mobile is the way.” That’s how Forrester analyst Roxana Strohmenger puts it, and I agree. As mobile soars, mobile-based surveys are taking flight, optimized for preferred channels, smartphone (small) screens, and succinct question sets. Mobile is also opening up opportunities for feedback that goes beyond text and ratings—e.g., through photos or videos. For more, see this article in Fortune.