Keeping Your Customers: Lessons to be learned from Call Centers Carol V. Trostle The Chamber, NW Business Council July 24, 2001.

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Presentation transcript:

Keeping Your Customers: Lessons to be learned from Call Centers Carol V. Trostle The Chamber, NW Business Council July 24, 2001

Trostle & Associates, LTD.2 What’s the Plan? Customer Satisfaction Customer Loyalty Call Center 101- Big Business or Not? What Do They Know About Customers? What Do Customers Know About Them? Top 20 Call Center Tips Questions

Trostle & Associates, LTD.3 Customer Satisfaction Vs. Loyalty Customer loyalty means company survival. Long term commitment means success New customers cost………… Lower defection rates – increase bottom- line profit. - 5% rate +85% Bain & Co (Boston, Mass)

Trostle & Associates, LTD.4 Loyal Customers………… Unique behaviors Purchase on a regular basis Purchase a cross section of items Refer others Resist competitors Have more value - lower maintenance

Trostle & Associates, LTD.5 Call Center 101 Big Business or Not? Call Centers…………… –Provide Customers easy access to our business –Exceed customer expectations quickly, conveniently & cost- effectively. –Opportunity to link sales with service –Collect customer feedback and market information. –Differentiate business from competitor. –Helps build customer retention and loyalty –Serve as a profit center

Trostle & Associates, LTD.6 What Do they Know About Customers? How often they call Why they call How long they wait and talk How many terminated calls What they value First call resolution Needs for additional products Satisfied or not Cost per call

Trostle & Associates, LTD.7 What Do They Know About Staff? Dependability Product knowledge Training requirements Trend experts Process improvement Productivity –Not volume but time management

Trostle & Associates, LTD.8 What Do Customers Expect? One number to call or on line customer service Fast efficient service Quality assurance Respect and courtesy Consistent answers Formal training Technology features Additional products and services

Trostle & Associates, LTD.9 Call Center Tips 1.Check your phone listing & competitors 2.Check your competitors hours of operation 3.Count your calls 4.Log reasons and prevent them 5.Calculate cost per call – Salaries, phone, workspace, equipment 6.Identify technology features 7.Mystery Shop 8.Tape and listen

Trostle & Associates, LTD.10 Tips continued 9. Consider auto attendant 10. Web site? Research on line service 11. Sales opportunities 12. Impact on customers, does everyone understand? 13. Record calls for management 14. Recognition program for customer service team 15. Customer service champion as a leader

Trostle & Associates, LTD.11 Tips continued 16. Monitoring for key factors, knowledge, professional image, efficiency, customer satisfaction. 17. Host monthly “customer improvement brainstorming sessions”. Invite others. 18. Customer outreach program, call with a reason. 19. Alternatives to technology purchase 20. Industry Resources

Trostle & Associates, LTD.12 Summary Customer Loyalty vs. Satisfaction Call Center 101 Know your customers and what they value Top 20 Tips ……..Homework Questions? Thanks!