Every business strives for good customer service. But what we define as being ‘good’ nowadays is far beyond what it was five years ago. Given that customer expectations have reached new heights, CX cannot just work; it has to be exceptional. John Colgan, CEO of Solgari, explains.
Customer service agents are the key to this milestone, however CX faces one of the highest attrition rates in any business. Disgruntled employees are far less likely to buy into the company mission, which will inevitably impact their customer service delivery.
One of the biggest contributors to these high turnover rates lies at the foundational layer of contact centre operations. And believe it or not, it all starts with Henry Ford.
Learn from history, don’t repeat it
Over the past five years, CX has undergone a dramatic transformation. These changes have been more than incremental; they’ve been parabolic improvements.
However, outdated practices still shape contact centre operations. One particular practice bares similar resemblance to the rise of the moving assembly line.
The introduction of this model by Henry Ford revolutionised business operations; production became a far smoother process because every individual was assigned to one role. However, seamless operations and employee satisfaction were far from synonymous. In fact, reports soon after the assembly line was implemented revealed that labour turnover in Ford’s factories skyrocketed to 380%.
Many businesses have fallen into the trap of assigning their best customer service agents to one role, and one that doesn’t necessarily align with their strengths. As a result, these workers often end up feeling stifled and disconnected from the business – tasked with completing a single job day in and day out. In the same way that an individual became responsible for fitting tyres on Ford’s assembly line, it has become common practice to assign each customer service agent to one channel, be that phone calls, SMS or social media – just to name a few.
Instead, giving employees more control over their careers will go a long way in benefiting both the individual and the organisation. When employees feel enabled and engaged, they are more likely to go above and beyond in their work. This, in turn, leads to improved customer satisfaction and loyalty.
Good customer service comes from within
The key to wiping out the high turnover rates currently staining the industry is to leave old CX practices in the past. Take Henry Ford’s model; it was practical, and it undoubtedly revolutionised business operations, but at the same time, it created a soulless work environment for those on the factory floor.
The connection between employee and customer experience is undeniable. Happy, engaged employees are better equipped to deliver exceptional service. By investing in agent development, providing opportunities for growth, and guaranteeing flexibility in their roles, businesses can create a ripple effect that benefits both their staff and customers. This shift in mindset will rejuvenate with business’ long-term talent retention strategies. New incomers to the industry tend to belong to younger generations, driven by different expectations and values, and therefore on the lookout for career opportunities that go beyond the usual HR ploys that time and again fall short.
Establishing a productive work environment where employees feel enabled in their roles is the right approach. Technology plays a big part in this practice. Tools that deliver a unified customer engagement platform, for example, facilitates agents operating through the communication channels they feel most comfortable with, while enabling seamless cross-team collaboration to best meet the needs of the customer.
Certain technologies can give staff a single view of all customer interactions across any channel, instilling confidence in customers that the agents they’re interacting with understand them and their situation. That single data view unlocks the Generative AI opportunity to provide practical agent assist tools that will work out of the box, such as a Copilot. This AI powered 360-degree approach to modern CX is how businesses can make their staff’s jobs far easier and more enjoyable, helping them deliver outstanding service to customers.
By focusing on meaningful and engaging aspects of their roles, agents are more likely to feel motivated and satisfied, leading to improved job performance and more effective customer query resolution. Investing in their agents – as well as their customers – is therefore crucial for businesses looking to stay ahead of the curve.
About the Author
John Colgan is CEO of Solgari.
