Call Center Provide Quality Service?
By Peter L DeHaan
your call center make the caller and patient a priority? I expect it
does. In fact, I suspect the phrase “quality service” is in your
mission or vision statement, or even on your bulletin board. But do
you actually provide quality customer service or just talk about it?
Has quality service been mentioned so often that everyone falsely
believes that quality service is a reality?
call center staff would say they provide great customer service, but
the basis of this is their own opinions – after all, they work hard
and do their best. (And if they don’t work hard and do their best,
why are they still working for you?)
call centers try to measure quality using their system’s reporting
metrics, such as speed to answer, wait time, call length, and so
forth. But these only consider things that management thinks reflect
quality. For me, I don’t care if my wait time is six seconds or one
minute, as long as the reason for my call is handled to my
satisfaction. I don’t care about “no transfer” initiatives. I’d
rather talk to two people, even re-explain my situation, if I can
get a quick and correct answer, as opposed to one rep that muddles
through the call and leaves me confused.
call centers do an automated, post-call survey, seeking answers to
intangible issues based on callers’ perceptions. This gets closer to
identifying true quality, as it comes from the caller’s perspective.
Other methods are mailed, emailed, and online surveys, as well as
follow-up phone calls. Here’s the main thing: If the caller is
pleased, then quality service is likely a key reason why.
Customer service needs to be more than just a slogan. It needs to be
a strategy, one that is fully implemented – and verifiable – with
the callers’ and patients’ best interest in mind.
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