How to Build a Greater Understanding of Your Contact Centre Customers

If your company hires a contact centre team to help bolster your customer service levels it is important to understand exactly how your customer thinks. Understanding your Voice of the Customer is important, as it helps your company to develop new tactics of communication with your customers and approaches to customer service. It will make a real positive difference to the outlook of a company, as long as you look at it in great detail from the outset.

The first thing to consider is that you should ask your customers fewer questions, and you might find that you learn more as a result. If you are trying to find out more information about how your contact centre has performed with direct communication with customers send them short surveys at most, as these are more likely to illicit the type of responses you are looking for, than if you were to ask lengthy questions over the phone, for example.

One of the best ways to understand your call centre customers and to encourage them to provide greater levels of feedback on a consistent basis, is to be a good listener and for your customers to know that. Whenever a survey is followed up you should consider the personal touch, so that the customer can feel that his or her specific feedback has been taken in and listened to, and not just thrown against the wall with every other persons feedback to see what sticks.

It isn’t just about being a good listener though, in order to receive the answers you want in the first place it is best to consider your customer in greater detail. Have in mind a clear picture of what it is you want to find out about your contact centre and customer service levels in general. Also consider when and where your customers are likely to be most receptive and willing to provide you with the answers you are looking for. It could be a phone call on a weekday evening, or a letter sent at the weekend. Be careful about your approach as this is key to how you can improve your understanding of your customers.

In terms of understanding your customers there has to be some form of feedback and recordings with your call centre staff. The best contact centre services will record some calls to ensure that training can be made specific and more effective for both individuals and wider teams. A customer service agent in a call centre is much more likely to be effective if they can hear clear evidence of the correct approach during a call with a customer, as well as clear evidence of how not to conduct a telephone call with a customer or potential customer.

Your contact centre team can make a massive difference to how you understand your customers. The better the understanding you have of your customers, the more effective you can be with strategies moving forward.