Let me begin by saying that it makes perfect sense to have a knowledge base for multi-channel agents, with some specific standard information to copy and paste during written customer interactions. Some agents are using this effectively and others, not so much. A few even end up creating really bad “moments of truth” for their customers.
This written exchange in a chat works nicely:
Customer: “How do I reset my password?”
Agent (pulling info, copying and pasting or having auto-response technology): “I’ll be glad to help you (pasted info here) In order to reset your password, please….”
That makes perfect sense. A clear-cut response to the simple question asked.
Where we get in trouble with our agents using canned messages and responses is when the customer asks something more detailed. The agent may not read these involved messages completely or make assumptions that make their response inappropriate and frustrating for the customers.
For instance this email or chat example:
Customer: I received a notice that my account has been billed a $___ fee for late payment. I sent in my payment on July 1st and I have a copy of my cleared check. I’m not sure why I’m being billed and I’m not happy to have this charge when I paid on time.
Agent (pulling info, copying and pasting or having auto-response technology): For this type of account, if your amount due isn’t paid by the 15th of each month, you will be billed a late fee of $_____.
Customer: WHAT ???? I just told you I paid it. I didn’t ask what my late fee was.
Far-fetched? Unfortunately not, as I’ve seen these type of transcripts and have been a victim of the “bad copy and paste” syndrome myself.
Agent training and coaching is critical of course but we may also encouraging these errors ourselves when we tell our teams to “hurry up” and get to the next call, email, chat interaction, etc. Multi-channel agents often tell me they feel pressured to get to the next customer so they look for ways to cut corners.
Are we creating copy and paste solutions that are vague or even inaccurate without constant review and updating? These will become quick-fix bandages for the rushed agent balancing 5 to 6 chat interactions and not sure where they left off when they return to chat number one.
Our need for speed to meet business revenue goals may be causing more complaints and actually lengthier interactions while the agent frantically tries to fix the errors that came from not listening completely or reading carefully what the customer is asking about.
So what makes our emails, chats and written interaction with customers more engaging and positive?
+ Make sure your emails and chats have the right tone: Your written correspondence has a tone, too. Friendly but not too personal should be the goal. Personalize with customer name. Courtesy words as simple as please and thank you are needed.
+ Multi-chat overload may cause multi-stress: Studies have shown that not everyone can multi-task successfully. An agent who does well with a single email at a time or one call focus may not have the ability to juggles several chats at the same time. Watch for multi-tasking stress signs including chats that are focused on speed and not the best experience for the customer
+ Respond with empathy: I emailed a question to a company regarding their travel webcams and asked why a certain landmark wasn’t viewable. Their response was a curt: “We don’t man this 24 hours a day.” Did it answer my question? Sure. Was it pleasant and empathetic sounding? No.
Knowledge bases with copy and paste or other auto response methods are fabulous tools for our busy chat and email agents, but only when used with common sense.
Multi-channel agents must have a clear understanding of what the customer needs and respond accordingly and positively.
As managers, we must provide them the time necessary to personalize, engage and create a positive impression in their written customer interactions as well as their verbal ones.
Filed under: Call Center, Communication, Contact Center, contact centre, Customer Communication, Customer Experience, customer journey, Customer Service, CX, Knowledge base, LiveChat, MultiChannel | Tagged: Call Center, Call centre, cex, Communication, Contact Center, contact centre, customer experience, Customer Service, Knowledge base, livechat, MultiChannel | 2 Comments »