For an online consumer, the customer
helpline is a number he’d wish not to call – not for any other reason but for
the fact that he’s like to have a seamless transition from discovering a
product; understanding its features; adding it to the cart; checking out to buy
it and then eventually receiving the same. Every customer would wish that
however many number of times this cycle is repeated – each of the components
work just as well and there are no glitches at all.
However, in the unfortunate but very
likely scenario of any of the links of the process falling apart the customer
may actually have to pick up the phone and dial in a customer service number,
at which point he’s either none-too-happy or at worst is downright incensed.
The phone call that he makes to
customer helpline then becomes the make or break event – either he’ll find a
solution for whatever went wrong (thereby mitigating the anger and appreciating
you for helping him out) or he’d end up being further infuriated and might
actually abandon your e-commerce platform for good!
Certainly, the human element plays a
great role in ensuring that the customer has a pleasant and profitable
experience of having reached out to the contact centre. However, technology, in
addition to the human factor, can play an ever greater role in ensuring the
customer is not only satisfied but is impressed with the manner of his query
being dealt and solutions provided.
Like all customers, and more so those
in a less-than-happy mood, the expectation is that when a call is made to a
contact centre it is answered promptly. A well-thought and executed PABX
solution can go a long way in ensuring that your consumers will never have to
wait excessively long in queues or go through an inane number of menu items
before handled by the right representative.
In addition to prompt attention, the
customer also expects the right attention. Understanding and accurate
information being given such that his query is resolved. There is no point in a
sales representative answering the phone if the customer is facing an
accounting issue. Horses for courses, is the apt approach.
A PABX
system
helps you automatically divert calls to the relevant personnel and this not
only helps the consumer receive the right response it demonstrates the
enterprise’s attention to details.
As the caller in question is either a
customer or a prospective one, companies are expected to have some level of
data available on him or her for the reference of the contact centre
representative. Arming the contact centre personnel with
relevant customer information can be a great tool of building customer support.
When the customer knows that you’re aware of him and his history of
purchase/transaction, there is a greater trust factor.
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