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@Your Service » 2013 » October

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NSA Leaks: The Big Data Two Step for Businesses This post originally appeared on LinkedIn as part of their influencer program on June 10, 2013.  To see the original post click here. I expect we will be seeing a lot of dancing over the next few...

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Coming to an Agency Near You! This post originally appeared on LinkedIn as part of their influencer program on September 23, 2013.  To see the original post click here. I am often pondering what is next in the world in which we...

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Customer Service Week: Here's Your Call Center This post originally appeared on LinkedIn as part of their influencer program on October 7, 2013.  To see the original post click here. As we begin Customer Service Week I want to thank all those...

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Defining the Customer Experience Role This post originally appeared on LinkedIn as part of their influencer program on October 2, 2013.  To see the original post click here. Customer experience is a term growing in popularity within businesses...

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Apple's #Fail When Dealing with @MarthaStewart This post originally appeared on LinkedIn as part of their influencer program on September 30, 2013.  To see the original post click here. It feels like it was the Tweet heard around the world: "I...

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Customer Service Week: Here’s Your Call Center

Posted on : 07-10-2013 | By : Frank Eliason | In : Customer Service, Leadership

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This post originally appeared on LinkedIn as part of their influencer program on October 7, 2013.  To see the original post click here.

As we begin Customer Service Week I want to thank all those who strive to serve Customers each and every day. In my view we do not always show them the respect and gratitude they deserve every day, not just during one week out of the year. These individuals do more to contribute to your brand than any marketing message ever will. In my book @YourService I wrote extensively about their experience and how that ultimately reflects on the brand. As leaders we do not equip them with the right tools or empower them to truly help, then when things fail we do not look at ourselves but instead to these same service departments. The fact is we are the one’s to blame for not creating the right culture to ensure our Customer Service staff are successful. Your call center is not a cost center, but instead it is the hub for the ongoing, fruitful relationship with your Customer. To celebrate this week, below is anexcerpt from @YourService, published by Wiley. Parts will make you laugh, but the fact is this is the reality of most call centers. Is your Customer truly important to you?

Chapter 18: An Inside Look at a Call Center

Let’s take a visit to a call center. Some of you may work in one, others may have drifted through, but some may never have had the opportunity to experience daily life in one, although we have certainly all called one! Over the years, I have had the privilege of working in many different call centers and visiting even more. Please note that the following scenarios outlined are not specific to any call center that I have worked in or have done business with, and you will want to thoroughly investigate the ins and outs of life in your call center after reading this. It is so very important to know exactly what is going on in your call center because the impact on the Customer is enormous. This is often how your Customer sees you or hears your message. Please try to wear all hats when reading the following, especially the Customer’s hat. If your business does not have a call center, you can still think of this through the mind of your frontline employees and the Customers you serve.

Imagine that today is your first day on the job as a new Customer Service representative. You walk in and see balloons and what appears to be a happy place. You check in with HR and are brought into a classroom. As you were walking to the classroom, you thought about how thrilled you were that you found a job where you can help people. At the front of the training room stands a cheery trainer excited to have you and the rest of the new recruits onboard. Training will be anywhere from a few days to a few weeks depending on the type of call center it is. During the training they teach you the basic technical aspects to the job: usually the system that you will utilize and the knowledge base to obtain information to answer Customer questions. Often you will not be taught exactly what to say, but you will be referred to the talking points in the knowledge base. The systems can be confusing because many companies use multiple programs. This adds to the complications of the new job because you will be expected to know how to use each one.

Nevertheless, training is always a happy time, even when you get to go out on the floor to listen to calls. They will probably sit you with the best representatives at the company. These individuals are usually very nice and they always follow the rules to the letter, at least in the eyes of their manager. During the training process, trainees split time from the classroom to on-the-job training and listening to calls. As time goes on, agents start to share the reality of working in a call center. The first thing they do is start to go over pain points that Customers have and what, if anything, can be done to counteract this. Sometimes you will learn shortcuts and workarounds that are not demonstrated during training. Finally, the conversation shifts to the different managers and their styles.

Toward the end of training, a manager comes in to go over the rules. Much time is spent on attendance and behavior policies, emphasizing how you will be fired if you do not abide by them. You are now starting to wonder if some of the representatives are thinking that the balloons decorating the call center may be more appropriate in a day care center. The manager also spends time going over how your performance will be measured and what this means to you. Typical call center metrics will be average handle time, or how long you have spent with each Customer, compliance to scripts or quality, adherence to your schedule, attendance, and finally sales. Often the expectation is that you will sell on every call, whether it is appropriate or not. You can easily spot these call centers when you are a Customer calling with a problem; before the representative addresses the reason for your call they’ll try to sell you something. This is simply the agent trying to meet the quality goals, and this is part of the checklist.

You now start to take live calls, usually with a buddy right next to you. This is when you will learn all sorts of things that weren’t covered in the training class. Calls come in and they let you go listening half-heartedly because they are just excited to be off the phone for a little while. The cube that you are sitting in is fairly close to the person next to you and the noise level is high due to all the talking. During this nesting period, all is well but it does not last long. Suddenly you hear beeps across the floor and red digital signs are blinking. You see the manager walking around yelling at everyone to get on the phones. Your buddy jumps up and says that you are on your own, as she makes her way back to her desk to take calls. The next call comes through and now you are flustered with no help. You are hitting the keyboard going through each of the systems, trying to find the right answer, but with no luck. The Customer is getting irritated at the lack of help and is sniping in your ear. You try to ask those around you, but they are busy with their own calls. Finally you get up to ask the supervisor, who snaps back that the answer is in the knowledge base. Frustrated, you go back to look again. Finally, the Customer hangs up without the right answer and another call comes through even before you are ready to start again. Now even more flustered, you struggle with the next call and they wish to escalate as the caller hears the uncertainty in your voice. You go searching the floor for your supervisor and he is nowhere to be found.

Finally, another representative whom you sat with during training offers to take the call for you. Now you have some relief. After the call has been completed, you need to go to the restroom. So you place your phone in break mode to go. When you return, your supervisor is at your desk asking where you have been. He explains that you are not scheduled for break until later in the morning and asks why you only took a handful of calls.

Certainly this has not been a good day and definitely not a great start compared to the high hopes that you had for this new job. As you get back on the phones, you get a call from a Customer whom you want to help. You understand precisely what she needs, but the call will take a while. You think, I can’t have another long call, but there is no choice. Then the Customer, who greatly appreciates how well you are listening and the understanding that you seem to have, says that she has to run but wants to call back and speak directly to you. Unfortunately, policy and the phone system that the company uses do not allow you to give the Customer your extension. During training you were told to simply tell the Customer “Everyone is able to help you just as well as I can. Just simply call back at a time that is convenient for you and they will care for you.” With this the Customer, who is now yelling, says that she has called six times and you were the first one to understand. They then hang the phone up out of frustration.

Interestingly, many call centers are designed not to have personal phone extensions. This was based on the business decision that Customers might call the same person back frequently or they might call and leave a message, but the agent might not follow up or have that extension anymore, in effect causing a worse Customer experience. There can also be a concern that the agents will take personal calls.

The next call comes through and it is regarding a policy that Customers do not like. You heard all about this during training and reviewed many calls on the topic. The answer is always the same, so you provide it. You have yet to hear a call where the Customer was thankful for the answer. You read the answer directly from the script that references this as instructed and the Customer yells in the same manner as the last caller. The company requires you to end every call the same way and ask, “Is there anything else that I can do to help you today?” In response, the Customer yells back, “You have not helped me yet, so why start now?” The phone slams down. After that call you are late for break, so you go. Upon return the supervisor is right there at your workstation again stating that you are late coming back from break. You then explain that the call lasted after the start of your break so you went as soon as you could.

Once again you are back to the phones. As the calls come in you notice that your system is running slower and slower. You help the Customers as best you can, but it is taking minutes for an account to even come up on the screen. At one point you apologize to the Customer for how slow the system is. You eventually help them out, but when you have finished, you look up and the supervisor is back at your desk. He is upset because he was listening to the call, heard internal jargon regarding the systems, and is really upset that you told the Customer how slow the system is. You ask what else could have been said during the lull while waiting for it to come up. He responds, “Anything but that” as he walks back to his desk.

As time goes on, you start to get a little more comfortable but realize there is not all that much that you can change. You stick to the procedures outlined and you do your job. You watch the clock. Eventually the mirror that they gave you during training to encourage you to smile during calls breaks but you leave it hanging on the wall. Broken tchotchkes are not an uncommon site in a call center.

Often, a career for a Customer Service agent is not as pleasant as it should be and coworkers who often want to escape the Customer surround you. At many companies, service is at a location with other business units, and you will find that employees in the other areas look down on the agents and the job as something that is clearly beneath them. This sends a message to those serving your Customers about the focus of the company. Although there are excellent supervisors and managers out there, many are burnt out and many others worked their way up in similar conditions so they are not that interested in changing them.

‘Yesterday Is Not Ours to Recover, But Tomorrow Is Ours to Win or Lose’

Posted on : 04-10-2013 | By : Frank Eliason | In : In the News, Inspirational, Leadership

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This post originally appeared on LinkedIn as part of their influencer program on October 4, 2013.  To see the original post click here.

I do not consider myself to be a devout Democrat or Republican; instead I see myself as a simple American. My views run the gamut across the political spectrum, so I tend to vote for the person primarily, followed by issues that may be important at the time. Like many, I think a lot around us right now is broken, but I believe together we can repair this world and create an amazing new future together. But the question becomes: Who is leading this charge?

When I look at the business world most perceived leaders are managing the situation instead of leading it. We are constantly laying off employees, changing priorities and trying to keep up with the Joneses. Where does it all stop? Businesses today are being run to achieve some miraculous quarterly number at any cost, with very little view of the long term. We worry more about what an analyst may think instead of achieving the potential vision for our brand and its impact to the world around us. In business, I see leadership and vision from Google, but few others. I see true leadership from Elon Musk and Richard Branson. In such a large world, shouldn’t more people come to mind? Maybe you can help by talking about leaders you recognize in the comments section below. I especially love to hear about smaller businesses that are making a difference.

Politics is probably even worse than the business world for its lack of leadership. When I think of true political leaders, the likes of Bill Clinton, Ronald Reagan, and John Kennedy come to mind. I do not care what your political affiliation may be — you have to admit each of these individuals were true leaders. So what are some of the attributes that made them seem like a leader to so many? History will be the ultimate judge, but each had a strong optimism for the future. They believed our best days were ahead of us and sought to keep that message in everything they did. They often challenged us to do better for the society as a whole. They each had their faults, but during their time we all felt better about the future. We need that today. I do not care which political side this leadership comes from, but I know we have to stop this silly finger pointing and look ahead. Too much of politics since 9/11 has been about looking back and pointing fingers. Enough is enough; it is time to look at the amazing future before us. Politics should not be kids on a playground, but a means to move the world forward. Who are some of the best leaders you have seen? I live in New Jersey, and although I do not always agree with Chris Christie, I have come to respect his leadership. He is one who has been known to look forward, even in the most dire of circumstance. Who do you respect in the political arena?

The lack of leadership is understandable, especially due to the rate of change we have seen in recent years. Technology has completely changed the way we do things, and this rate of change is continually increasing speed. Change is often difficult because it requires us to change skills, and sometimes it can wipe out entire industries. At the same time, new industries develop, providing new and unique opportunities. Times will continue to change and sometimes we will hit bumps in the road, but we need to define a new greater future not just for us, but our children as well. We need to show them the possibility this new connected world can bring and how it, too, can lead the way. There is hope, strength and a reason to be excited for each day. I am challenging those who believe they are leaders to step up and start to lead. As a society we need this now! Together, we will build an amazing future.

Now it is time to get off my soap box. I have just been growing frustrated by this vacuum sucking the energy out, instead of someone putting the energy in. Please recognize leaders you know in the comments below.

Editor’s Note: I updated the title from “It’s Time to Lead” to the Lyndon B. Johnson quote based on the comment from Matthew M. Thank you, Matthew, for the inspiration! I should also make clear that views expressed here are my own and do not represent those of LinkedIn or my employer.

Defining the Customer Experience Role

Posted on : 02-10-2013 | By : Frank Eliason | In : Brands, Customer Service, Leadership

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This post originally appeared on LinkedIn as part of their influencer program on October 2, 2013.  To see the original post click here.

Customer experience is a term growing in popularity within businesses big and small. I am sure many will point to social media as the cause but the reality is we often see Customer and employee experience gain importance as we experience economic improvement. I am seeing more and more companies hiring leaders for Customer experience at a much higher level than I have seen in the past. For someone like myself these are exciting times, but set to move with the whims of the business world.

The challenge for businesses may be very different today than any other time in history. The decisions (or bets) companies make can have long term repercussions for the brand and their position in the marketplace. The challenge is those making the decisions for these roles and the strategic direction are doing so based on their own experiences or beliefs and not necessarily a holistic approach across the organization. Stated in another way, they are not viewing the brand as a Customer. The key factors that are driving the current shift are:

  • Achieving Savings with the Shift to Digital
  • Seeking Competitive Advantage
  • Being Outpaced by Competitors in Ratings
  • Increase Sales
  • Social Media and Escalation Emails Causing the CEO to Take Notice

No matter the reason, I am glad to finally see the focus by senior leadership. Out of each of the reasons the one that causes me the greatest pause is the goal of achieving savings. I do not disagree that the right digital experience will definitely reduce calls therefore reducing a huge chunk of budget, but if this is the cause do you really care about the Customer and their experience? I would further caution companies to be careful what you wish for. If you are fully successful at stopping your Customer from calling you, you may find that the opportunity to truly build the relationship will be gone. This is when people will usually mention the efficiency of Amazon and their digital experience. I agree Amazon is an amazing company. I spend a great deal of money with them, but they built trust in their experience over years. The digital experience was core to who they are as a brand. Does your brand exude that same level of trust? Amazon has proven time and time again that they understand me, and their experience fulfills that. Do you understand your Customer? I would make the case that the reason Customer experience has been so poor in the first place was due to this lack of understanding. Yes I know companies often have the data, but the reality is they look at their Customer on a macro level or the “process”, not clearly understanding who the person really is. Amazon does not make you feel that way from the contextual way they present their website, to the speed they fulfill orders and their pricing is considered fair, or often, lower than any competitor. Cost of switching from Amazon is minimal, all I would have to do is change a favorite in my browser or add a new favorite, but the reality is their experience in my view is so above any of their peers that I have no reason to look.

One of the reasons the Customer experience is broken at many companies is we have tried to force the Customer into our view instead of taking the Customer view. We create processes for everything assuming that every Customer fits that exact situation, but at least in the Customer’s mind there is plenty of gray area. This gray area, which probably would never show up in a survey, has a deep influence on the Customer’s view of the brand. As an example, I personally love how Starbucks asks for your name when you order. It tends to personalize the entire experience. It was a great process to implement, but the challenge is on the micro level when incorrect names are heard or mispronunciation happens. To some this could become insulting (Starbucks please note I am not recommending discontinuing the practice, I personally love it). I think it is important to recognize any program is not a one size fits all Customers. The challenge for Customer experience is it goes well beyond our typical silo of operations that the role is often forced into. The experience is defined every day at all levels of the organization. Your marketing defines the expectations your brand wants to put forward, your legal department outlines risks often seen by Customers (terms and conditions often define your brand to Customers), compliance, fraud, even IT have direct implications on the Customer perceptions of the brand. I can go through every piece of your company and find the link. Often I hear CEO state that Customer experience is everyone’s responsibility. I do not disagree with the statement but the reality is we all view things based on our own experiences. I doubt a lawyer would say you know Customers would love us if we got rid of the terms and conditions, so let’s do that.

I often find myself thinking about these macro vs micro experiences that brands exude. I doubt most brands even see these tiny issues that have an impact on some of the Customers. This post came about because I have been speaking a lot to many businesses about the Customer experience. I continue to find the same issues at play. We want this macro answer to this micro problem. I was speaking at a hotel recently. One I have spoken at numerous time. It is a beautiful place with world class service, but I often receive a different message while I am there. In the area where I have spoken for the past year there is a spot where their is duct tape on the ground. Each time I would see it I would think about the message this was sending how the brand does not care for themselves to fix this frayed carpet. That carpet is part of the experience, maybe not to the extent as the check in process, but the message no matter how subtle is there. Duct tape is so useful it can fix almost anything but not your Customer experience. Unfortunately because of our traditional macro view of the Customer our Customer experience today is filled with a lot of duct tape.

We are entering an age of context and it will change how we do business (to learn more about the age of context check out Shel Israel and Robert Scoble’s new book of the same name). It will require us to know the Customer like never before, and get it right. It will impact marketing to Customers shifting from hitting the masses to one of targeting the person, at the right moment. It will be a time of proactive Customer Service as opposed to the current lack of reaction that seems to take place. There will be huge pitfalls during this time as well, especially regarding the data that is available on Customers and how to best utilize that information in a way that the Customer desires, even though each Customer may have vastly different views. Keeping ahead of all this will be a challenge for all, but the Customer Experience role will help organizations lead the way!

The Customer Experience Role is to bring the Customers view, no matter how big or small, into the conversation across all silos of the business. It is not specific to a channel of communication or product line. It is this person’s role to connect the dots and ensure the brand lives up to the promise that they give to each and every Customer. This promise will vary dramatically from brand to brand and so will the challenges within the existing culture of the business. For this person to be successful, the senior most leaders must buy into the shift. Success can never be achieved if this role is silo’ed in any way, except in the way the Customer views the brand.

If your business is taking a harder look at Customer Experience, I highly recommend that you follow the Customer Service channel on LinkedIn. I also recommend following my hero in the space, Don Peppers.