News & Insight

Safe Harbor in the Storm of No-Win Calls: Self-help technology meets human communication science in the contact center

Self-help service has reduced resolution costs for contact centers; most customers simply want to solve technical problems on their own. But if they can’t, your engagement specialists are met with fury by those ‘no-win’ calls entering the contact center. These calls require human contact, mixed with a little communication science.

The customer really, really wants to solve technical issues on their own

The Harvard Business Review (HBR) reported in their January-February 2017 issue that 81 percent of customers – across all industries – attempt to resolve issues before reaching out to a contact center. Self-help customer service, including online FAQs, community forums and self-help videos have favorably impacted the bottom line with cost reductions, while reducing the number of calls coming into the contact center.

But, what happens to the 19 percent – the customer who has diligently tried to resolve the issue on their own, without success? They pick up a phone and call. As one VP of service for a large cable company was quoted in HBR, “As soon as we ask how we can help them, they jump down our throats.”

Research from STARTEK has shown that identifying the ideal candidate for dialogue and other characteristics at the time of hiring will produce specialists who secure higher CSAT and NPS scores – even in the no-win situation.

How do contact centers continue to cut costs with self-help technology while keeping live-call costs from rising?

It’s all about making an investment in, and trusting your frontline to engage in genuine human dialogue. Primary research from STARTEK has shown that identifying the ideal candidate for the ability to engage in dialogue, the innate desire to help others, and other characteristics at the time of hiring, will produce specialists who secure higher CSAT and NPS scores – even in the no-win situation.

While it may sound risky, or too good to be true, companies who have invested in this human communication science focusing on dialogue, reap the rewards of higher CSAT and NPS scores for their client’s brands.

Want to learn more about how STARTEK can help your contact center’s bottom line?

Contact Kristen Kuyatt @ .(JavaScript must be enabled to view this email address).