High-quality call center support can earn loyalty and sales

Most companies do not have the right mind-set for customer call center management, writes Dr. John R. Miller for Business 2 Community.

Most companies do not have the right mind-set for customer call center management, writes Dr. John R. Miller for Business 2 Community. He recommends management conduct an EYE test (employees, yourself and the experience) on a daily basis to make sure they stay focused.

Miller suggests managers identify ways they can help, advocate for and consider employees in organizational directives to make call center workers the most successful on every call, email, chat and tweet. Managers should also spend time thinking about their own attitude, motivation and accountability as well as the experience they are creating for customers.

Unfortunately, most brands are only providing average customer experiences, according to a new study by Foresee. The analytics company conducted a survey about customer satisfaction and loyalty rankings for call centers. It found the majority of 11,000 polled consumers rated organizations 70 on a 100-point scale. While this is average, the report also found that providing consumers with above average service can significantly benefit retention and revenue.

Highly satisfied customers were 174 percent more likely to make contact again, 154 percent more likely to return for purchases and there was a 238 percent greater chance they would recommend the company to family, friends or colleagues.