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    February 11, 2021

    Jekyll and Hyde: A Tale of Two Contact Centers

    Imagine a contact center where the manager has put in place defined procedures and practices to ensure flexibility, organization, knowledge retention, and effective communication.
    The contact manager calls all the agents and tells them, “If you want to be a successful agent and provide quality customer support, this is how to do it.”
    Now imagine a different contact center where agents are allowed to select calls as they please and attend to customers however they like.
    In this contact center, the floor manager calls all the agents together at the start of the year and tells them, “Here’s what we want and here’s what the customers want. Do whatever you can to make it happen.”
    Now, what are the chances that the latter contact center will provide a higher quality of support to customers than the former?

    As is the case in the novel by Robert Louis Stevenson “Strange Case of Dr Jekyll and Mr Hyde“, a contact center has the potential to take on a ‘dual personality’; it can be productive and profitable in the right environment, or costly and ineffective in others.

    As such, we at Call Criteria strive to facilitate improved agent quality through human analysis, blended with voice-to-text technology, to avoid the horrors of a ‘Hyde’ type contact center.

    The ‘Jekyll’ Contact Center

    The agents in a ‘Jekyll’ type contact center benefit from clarity and transparency with clearly defined guidelines and expectations where you’ll find;

    High levels of customer satisfaction

    • Agents who have undergone training and coaching understand that first call resolution rates and customer satisfaction have a direct relationship.
    • They are also properly informed and therefore understand other contact center metrics and the implication they have on customer satisfaction.
    • Therefore, they ensure that even though they have monthly or weekly quotas to meet, each client gets quality support to prevent high customer churn.

    Contact center compliance

    • Contact centers need to ensure that both the technology and agents are acting in compliance with regulatory laws at all times.
    • The ‘Jekyll’ contact center, having trained and coached the agents on all relevant compliance best practices, will have little to no need to be concerned with risk of hefty penalties.
    • Since this contact center constantly reviews the performance of its agents, the reps who have demonstrated risky behaviors can be coached to prevent repeated compliance violations.

    Reduced agent churn rate

    • When contact center agents know what is expected of them and how to achieve set goals, they are more likely to perform better and enjoy their work.
    • At the Jekyll contact center, the agents are well aware of their roles and are continually reviewed to ensure that they are always improving and meeting expectations.
    • Not only does this make the agents feel more motivated, but it also makes them feel like a valued part of the business.

    The ‘Hyde’ Contact Center

    Switching to a contact center which is nearly a polar opposite, a ‘Hyde’ type contact center lacks defined procedures or apparent quality assurance measures;

    No sense of direction

    • Here agents have no idea what’s expected of them and are simply left to their own devices.
    • You’ll need to define what success means to you, but if you don’t know what success looks like, then you won’t know the best tools and infrastructure to employ to set proper expectations for your agents.
    • In the end, you’ll be left with unmotivated agents who don’t know what they should be doing, not to mention the losses that you will incur while dabbling with different tools, hoping the next one will work better than the last.

    Tainted brand reputation

    • At one point or another, your agents are bound to come across unsettled or unsatisfied customers.
    • Be it on a call, through social media or otherwise, if your agents have not been trained to handle an irate customer, problems are sure to follow.
    • There are few things that impact a brand’s reputation more than the way it responds to unhappy customers and complaints.

    Hefty penalties

    • When sales agents don’t know the first thing about compliance and regulations, the risk of being sued for breaking consumer protection laws is quite high.
    • Only a year ago, Vodafone suffered a penalty of 4.6 million Euros as a result of breaching consumer protection rules.
    • This a perfect example of what can happen if you fail to provide sufficient guidance on what constitutes a customer complaint to your agents.

    It’s apparent that having clear quality goals, training your agents effectively, and periodically reviewing agent performance is essential to ensuring contact center success.
    Ultimately, only you get to decide whether your contact center will resemble a ‘Jekyll’ center or a ‘Hyde’ one.
    Contact us today to find out how you can get your contact center on track to stay compliant and keep your customers satisfied, and to avoid the despair of a personality complex!