People, Places, & Technology: Developing a Humanized Customer Experience Around the World

contactcenter4

contactcenter4Customer service has seen more change in the last five years than it has in the last 35 years combined. Given higher customer expectations, multiple points of engagement, and the growth of social media, your company’s brand reputation is now under more public scrutiny than ever.

People

Because of the points mentioned above, it’s your most valuable employees who answer the calls that come in every day. These are the people you can trust to speak directly with your customers because they have the skills to influence how your customers perceive your brand.

Plantronics recognizes that providing excellent customer service is key to converting customers into net promoters and loyal brand ambassadors. To achieve this, Plantronics uses ‘quality’ over speed or quantity as the key measurement of service success, providing a global, consistent and humanized customer service experience using a 24/6, “follow-the-sun” approach.

Our innovative approach means that every single one of our customer care representatives around the world receives exactly the same, high-quality training. This translates directly into all of our customers receiving the same exceptional customer experience. The governance behind how we deliver this experience is in our recent CCA Accreditation. In fact, we were the first company to receive this accreditation in Asia, and as a result, Plantronics is now entirely globally certified.

Places

Anne Marie Forsyth, the CEO of the CCA, recently visited our customer interaction center in Hoofddorp, Netherlands, to help us celebrate our success in achieving the CCA Global Standard©. Forsyth then wrote a blog about her experience in our offices there. We’re now rolling the CCA Global Standard out in our customer interaction centers around the globe, with our sites in India and China recently added to the program.

Technology

In the blog, Forsyth cites an example of how we improved our process using data we got from our headsets through our SaaS platform, Plantronics Manager Pro. From analysis of ‘silent’ or ‘quiet’ time on calls, it quickly became apparent that the reason for the silences was that agents were having to take a bit of time to search a number of knowledge bases for information in order to be able to respond to the customer. Realizing there was an opportunity to merge often-requested information, we designed a custom-built, in-house program which reduced talk time and customer frustration. Integrating this into our existing CRM system offered the ideal IT solution to better serve our customers.

We’ve also been investing in new technology that allows agents to have a single-screen case view, with all customer and technical information in one place. This “omni-channel” business model ensures that no matter which channels our customer use, the experience is as smooth as possible. Agents have access to the complete picture of the customer’s journey so when they move between channels, they aren’t asked the same questions over and over.

The difference companies can gain by listening to frontline agents and advisors is significant. Designing tech solutions purpose-built for the needs of the experts who use them is key. Looking for problems to solve at the customer interface rather than simply buying what’s in a supplier’s contract offers a much more efficient and customer-focused solution.