10, May 2016
“Sir, please give me a moment, I’m just pulling up your details”
(whispers in the background) “which application has his recent card payment details?”
“that one, yes”
“Just a moment sir, your details are loading”
“Sure. In the meanwhile, can you also tell me what billing address is registered for the card?”
“Sure sir, give me 5 minutes”
5 minutes later.
“Thank you for holding the line, the address is…”
And so goes another 10-minute conversation with a call center agent on the phone. They sound delighted to call out the customer’s name and thank them for calling from their registered mobile number but those were probably the only details they had on screen. The rest of the details seemed to be locked up in physical files or disconnected systems that they had to scavenge.
While politeness definitely helps calm the nerves of a customer, unnecessary delays due to ‘getting details’ can be quite unnerving. Any ‘valued’ customer of an organization would love to have information pulled up immediately and with minimum wait time. This will form a better opinion of the organization they buy from and prefer self-service through IVR more often. They will also be probably more inclined to hear out a tele calling offer from the organization in a kind of reciprocal altruism.
But why is it that the call center agent takes forever to get details? The answer is usually that information is locked in different systems and the agent has to toggle amongst screens of various applications – CRM, soft phone, chat applet, enterprise website, etc. to respond to the query. This obviously means that an organization needs to spend time training each agent in each application. What would make the difference to the end customer is if all this information were available on a single, unified screen.
This screen would link data available from every channel the consumer uses and present it to the agent. This would ensure that the agent is equipped with all details required to address an issue including customer details, customer journey, likes and dislikes, history of interaction across channels etc. It would also help an agent identify cross-selling or up-selling opportunities according to the consumer’s past buying data. Rather than toggling between screen, such a desktop would ensure that the time taken to pull up data is minimized.
What this ultimately results in is quick first call resolution, shorter wait times and definitely more loyal and happier customers. After all, that is what customer experience is all about.