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BizReport : Advertising archives : April 11, 2016

Brands: How to avoid customer service sabotage

Last week, our expert showed how brands are sabotaging customer service agents before those agents ever speak to a customer. Now, here's how brands can avoid customer service sabotage.

by Kristina Knight

Use the script as a backup, not the main event

"Every agent should have a script for when they run out of things to say or don't know where to take a call next. A telephone call with an angry customer is a tightrope walk, and a script is a safety net," said Cathy Reisenwitz, writer and researcher with Capterra. "A well-trained agent won't have to even look at the script after their first few weeks. That's what you want, a human talking to another human. Not a robot reading words off a page."

Reward results

"Again, customers want to talk to humans when they're talking to humans. When they want to talk to robots they'll use your self-service center," said Reisenwitz. "Give employees the latitude to make decisions in the moment and see how it goes. Don't chastise employees for trying new things. Instead, measure results. That way, the results will speak for themselves when experiments don't work out."

Put effort into setting and protecting priorities

"Your main job as a manager is to connect employees to the rest of the company," said Reisenwitz. "But your job is also to shape company priorities. If you keep getting changing directions from above, push back until you get some stability. And if you don't think the priorities you've been given make sense considering conditions on the ground, push back there as well. So many managers just implement directives they've been given without thinking critically about whether they're optimizing for the right goals."

Tags: Capterra, customer service, customer service trends, ecommerce, ecommerce trends

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