Managing Customer Expectations
Tuesday, October 26, 2010 at 01:07PM In order to be effective in managing customer expectations, contact centers must first understand what their customers' needs and wants are. In a large contact center many customers have different requirements for service, which presents a challenge. Expectations may vary by the person's age, how much business they do with the firm, product or service they are calling about, past experience with other contact centers and so on. The only way to accurately determine these needs is through professional market research, such as focus groups.
The good news is that many customers have some fundamental expectations in common, such as a requirement for informative, accurate, friendly, available and responsive service. By creating a customer survey that asks customers how the contact center measures up to each of these areas of service, a contact center manager can better understand, in general, where improvements need to be made in the center. Measurement at an agent level can be even more effective. Finally, if the survey results are tracked by customer in an IT system (e.g. CRM application), then the next time a customer calls in an agent can see what part of the call needs to be handled better. This process will steadily increase the way a company manages its customers' expectations.
Reader Comments (2)
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