Successful Call Centres

Getting the call centre spot on is not an impossibility.  Just like an elite athlete, the manager must recognise strengths and respect limitations.  Like an athlete in competition, a call centre must be in tip-top condition, understand the opponent and know where the pot-holes are on the course.

Resource your centre with the best people you can find.  Recruitment, when it goes wrong, can be a costly exercise, so make sure your recruitment and selection practices don’t hinder your productivity.

Specialist recruiters can assist with the task of wading through applications, testing candidates and screening prior to interview.  Save your time for the candidates the recruiter is prepared to put forward.

High performing customer service agents need to be remunerated and rewarded appropriately if they are to be retained.  Competition for skilled and capable service staff is intense.  Get innovative with non-cash reward and incentive schemes that show your staff you really do value their efforts.

Invest in technology.  Technology and network systems are major drivers of call centre efficiency.  Constant developments mean ongoing investment is required.  Just as the athlete doesn’t partake in a diet of junk food, neither should your centre try and fuel its engine with sub-standard equipment. 

Web chat and click to call facilities are examples of the state-of-art technology that can enhance the contact experience for the customer and optimise the operating cost for the call centre.  Don’t baulk at the cost of the technology.  If your competitors haven’t already got it, they will very soon.

Set your centre measurable and achievable performance goals.  Celebrate success and learn from mistakes.  Honest assessment of performance fizzers builds a sound foundation for future planning and decision making. 

Don’t lose sight of your motivation for running the race in the first place.  You’re not in the game just to achieve the lowest Average Handling Time in town.  Remember why the call centre exists.  To serve the customer.

Do a bit of critical analysis from the customer’s point of view.  Give yourself a call.  Really listen to your call screening menu.  Is it logical?  Does it cover all the customer’s options?  How do you feel at the end of the queue?  Simple, intelligent changes can make the difference between a customer waiting patiently and someone who is already fuming when the call begins.

Spend time monitoring and evaluating the quality of your calls.  Use the results for constructive coaching and feedback.  Customer call backs can cast further light on the call experience from the customer’s perspective.  It’s also a good public relations exercise and demonstrates your commitment to service excellence. 

Consult widely and frequently with your staff.  They are at the ones at the coal face and can often have a valuable contribution towards efficiency and performance enhancements.  It also makes them feel good to be asked.  And we know what having happy workers means:  higher productivity and lower attrition.

Finding the sweet spot is a matter of harmonising all the variables in your centre.  Satisfying the customer must be your ultimate goal.  With astute management of operational, financial and quality drivers, a gold medal winning performance is achievable.