News & Insight

Dialogue Drives the Outcomes that Matter

“Your call is important to us …” Consumers today routinely doubt whether that’s really true. And it’s more likely than not that your engagement (contact) center metrics like customer satisfaction (CSAT) might not reflect that belief either.

So what’s going on? Why is it so hard to satisfy today’s consumer? Increasing technological complexity, a growing dependence on technology and devices, and greater access to information are converging to create situations where engagement specialists (agents) are left to handle complex problems that often have no easy answers. Customers are increasingly frustrated, angry and poised to switch to a competitor.

Scripts just don’t cut it

For years now, engagement centers have focused on standardizing the human interaction between customers and engagement specialists. The theory is that by focusing on solving problems quickly and effectively using uniform, scripted communication, customer experience will improve and satisfaction will increase accordingly.

While these approaches may help you meet your average handle time and first call resolution goals, they don’t help significantly improve customer satisfaction. If anything, they increase the frustration for customers and confirm that you don’t view them as individual people.

“The fact that understanding and influencing emotion is a vital ingredient for business success is not surprising — it has been the heart and soul of brand efforts.”

Source: “Forrester 2017 Predictions: Dynamics That Will Shape The Future In The Age Of The Customer”

Human dialogue is the answer

It takes authentic human dialogue, supported by the science of human communication, to satisfy customers and gain their trust and loyalty, regardless of the situation. In fact, STARTEK research shows that communication skills actually mitigate the relationship between whether the issue was resolved on the call and the customer’s willingness to recommend the brand.

Hitting all the metrics

Good dialogue is about using proven communication principles to adapt to the implicit needs of the customer and by doing so, gaining credibility, rapport, and trust. The result is that customers feel that someone is listening to them, they are being treated as unique individuals, and they are understood and can trust the people they are speaking with.

That’s why, when your engagement specialists get dialogue right, your company can:

  • Increase CSAT and Net Promoter Score
  • Shrink handle time by asking insightful questions rather than following scripts
  • Increase first-call resolution because you’ll get to the root of the issue