We all know that loyal customers are the most beneficial ones to any organization, and loyalty is bred from a customer’s happiness – with the product or service, but especially with the customer service representatives from your contact center.
In a recent Wall Street Journal article, CEO of Zappos Tony Hsieh discussed the significance an accessible, friendly contact center has on the customer service experience. In the article, Hsieh noted that Zappos is always trying to get customers to call the contact center more – that’s because, according to Zappos’ data, the lifetime value of a customer becomes “five or six times as much” when they call into a contact center, as opposed to the customer who tries a do-it-yourself approach.
The significance of that kind of brand loyalty that can be earned speaks for itself, but it’s not simply just calling in that does the trick. Hsieh noted in the article that the goal of every contact center experience a customer has leaves a long-lasting, positive impact. As he says in the article, “our goal is by the time the customer gets off the phone, it’s like they’ve made a new friend.”
In other words, it’s not enough for contact center agents to pick up the phone – they must also play their part as well.
Friends for Hire
Providing this kind of customer service experience means you have to hire and train for this kind of customer service experience. It’s not as simple as telling your employees to “be friendly” – it’s a matter of finding candidates who can play the empathetic, charming, enthusiastic, and supportive friend and making sure that they’re able to use those skills in a professional, customer service-centric position.
It’s a two-fold process, no doubt – during the hiring process you’ll want to assess them personality-wise as well as skill-wise to ensure you’re not hiring a bunch of robots with no personality, nor a group of people with great characteristics and no job skills to speak of. This means leveraging all your tools – personality assessments, skill assessments, job simulations, interviews, references – aren’t just extra pieces to a hiring puzzle, they’re the cornerstones to successful customer service. Remember, at the end of the day your employees are your company’s face, and your customers will either return because of them or decide to go to their competitor. And as we know, it doesn’t take much to send a customer into a competitor’s business.
Topics: Contact Center Hiring