Is Your Service Center Emotionally Ready?

Extensive research at global brand leaders validates a basic truth about contact centers: the emotional content of the service interaction is as critical as the problem resolution. Extraordinary levels of customer loyalty are only achieved when the customer’s need for both emotional resonance and procedural redress are successfully balanced.

Customers rate each element of a contact separately and maintain a clear distinction between the procedural aspects of the call and how emotionally tuned in was the customer service representative. Both of these elements must be handled successfully to get the greatest lift in customer satisfaction and loyalty.

A simple example will help explain the importance of this concept for centers that aspire to world class levels of customer interaction.

A customer might call in to report a lost or stolen credit card. The service representative can handle the call perfectly, professionally, and accurately, but if they fail to listen for and acknowledge the emotional state of the card holder they miss an opportunity to strengthen the company’s relationship with that customer. It is important to listen to the customer carefully and modulate the response to stay under the customer’s emotional level, but respond to the expressed or implied need. Often a simple, "I’m sorry to hear that, let me help you replace that card right away and ensure no charges are incurred." sends an appropriate message.

Note that there are three elements to this response. The representative acknowledges the emotional need by saying "I’m sorry." Then reassurance is provided and a clear expectation of rapid resolution is set, "let me help you replace that card right way." The final piece of the response extends the promise from the company that the customer’s trust is justified, "ensure no charges are incurred."

Every transaction, particularly those involving high stress situations, like a lost card, must be handled accurately, effectively, and empathetically. Too many contact centers focus on the procedural aspects, but do not teach their representatives the importance of emotional resonance. This extra bit of awareness can mean the difference between a merely excellent center and one that achieves world class levels of customer loyalty.

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