In recent years, telemarketing has undergone a significant evolution. Companies began to realize a simple fact - in order to retain a customer, it is not enough to compete with a product or service, but also with the level of customer service. Does high quality translate proportionally into sales results?
The correctness of the information provided is still the most important aspect in customer service. Nevertheless, more and more attention is being paid to the "soft" aspects of the conversation. These include, for example, the consultant's linguistic correctness, correct diction, speaking in an understandable language as well as cordiality and commitment to the matter being solved. Companies try to reach customers in such a way that the form of contact is not irritating for them and, as a result, that it is possible to create a long-term relationship with them.
The answer to the title question should be sought in the indicators that we use to monitor the work of the Call Center. One of the basic ones is the so-called "call rate", i.e. the percentage of calls answered by customers. Along with the increase in the quality of Consultants' work, a clear improvement in this parameter can be noticed. A satisfied customer, who is used to good service and factual conversations in a pleasant atmosphere, answers calls more often and hangs up less often. In such a situation, it is easier for the Consultant to end the connection with a sale.
Quality control is also important in the context of day-to-day team management. There is no denying that changes in call scripts are associated with some resistance and distrust among Consultants who are used to the old methods. The Coordinator's task is to overcome the reluctance of employees and lead to a situation where new solutions will start to bring positive results. It can be done in a simple way. Consultants care about good sales results and NPS, because they increase their commissions. When the team sees that the introduced changes make it easier to finalize the transaction and improve customer satisfaction, then they willingly implement them.
Attracting new recipients of the offered services and products is only one side of the call center coin. The second is to create long-term relationships with the client. According to data from the MSPA association, only 9% of consumers change their service provider for no apparent reason. Most of the respondents, as much as 68%, said that they switched to a competitor because of poor service quality. Interestingly, an accident at work that may happen to a Consultant does not completely disqualify the company in the eyes of the Client. If, after lodging a complaint, the customer receives a satisfactory response, then the chance that he will decide on a product or service of that particular brand on his next purchase is as high as 91%.
In order to be able to measure "satisfaction" you need to operate on appropriate indicators. One of them is NPS, i.e. a tool for measuring customer loyalty. The NPS survey consists in sending a survey to the Consumer with the question "How likely is it that you will recommend the services of company X to your friend or acquaintance?". The customer answers by marking a value from 0 to 10, where 0 means that he would absolutely not recommend the brand, and 10 that he would gladly do so. The goal of the Quality Department is to receive as many 9 and 10 ratings as possible. Why is maintaining a high NPS so important? A satisfied customer is the best advertisement for the brand. It is estimated that he will recommend a trusted company to three people from his environment. However, free advertising is not the only benefit. The cost of acquiring a satisfied customer can be up to five times lower than acquiring a new customer.