Insights

The Human Factor in Customer Service

Jun 22, 2016

One of the central challenges that our industry faces as technology continues to progress is the lack of the human touch.

A few weeks ago, we discussed how the role of the traditional contact center is changing. We are in an age where the most impactful businesses are the ones who are making service instantaneous and unbelievably easy.

The game is no longer just about solving problems, but about exploring proactive opportunities to deepen customer engagement. Underpinning this transformation in customer service to Interactive Engagement Centers is an unanswered need for human connections.

Consumers need to know and feel like companies and brands understand and communicate with them on a human level in order to forge a loyal and trustworthy relationship. This is what we call the Human Factor, and in a world where reducing costs to serve or sell was the key objective of most contact centers, leading companies are beginning to embrace opportunities to engage more with their customers in order to deepen the relationship, increase advocacy, and differentiate themselves from their competitors.

Streamlined digital solutions like web chat and FAQ forums can certainly address a myriad of issues. But when it comes to establishing a relationship, we need more than just a generic handful of tips and tricks. Businesses need to perpetually win consumers’ business. It’s not just a matter of surprising them with convenient service once or twice. Companies need to increasingly beat out the competition, and predict what consumers need. That means being available 24/7, ready to assist in any shape or form. We need someone to take the time to understand and resolve the heart of our problem. Those are the customer service stories that make headlines and create brand legacies. An online shoe retailer, Zappos ®, is constantly praised for its impeccable service, since representatives handle returns, lost items, and endless customer questions with eagerness and grace. When one caller happened to mention that her granddaughter was getting married, the call center representative went the extra mile and sent a little gift to congratulate the bride and groom. There’s a brand experience that family will never forget.

As we take this year to dive into the importance of connections, the obvious place where we have to begin is at the foundation. In the midst of so many newfangled innovations and apps, it’s easy to forget the fact that technical connections are links between real, living, breathing people.

Companies use Toll-Free Numbers to make connections with their customers. And it would serve us well to remember that customers aren’t just reason codes for different problems or inquiries. They’re dynamic, people who deserve an intuitive customer service experience to make their hectic lives just a little bit easier.

Related Blogs

3 Strategies for the New Enhanced Call Center

Texting as the Next Killer App

Cross-Training for Customer Service

KEY TAKEAWAYS:

• Consumers need to know and feel like companies and brands understand and communicate with them on a human level in order to forge a loyal relationship.

• Companies use Toll-Free Numbers to make connections with their customers. And it would serve us well to remember that customers aren’t just reason codes for different problems or inquiries.