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Module 2: Provide And Monitor Customer Interaction And Service Delivery

ryanrori June 11, 2020

After completing this module, the learner will be able to provide and monitor customer interaction and service delivery, by successfully completing the following:

  • Describe the customer care procedures used in a Contact Centre and BPO environment with examples
  • Explain common communication techniques used in a Contact Centre and BPO environment focusing on how these are adapted and applied to suit the needs of a variety of customers
  • Identify customer needs within organisational specified timeframes through questioning and active listening techniques
  • Describe techniques used in a Contact Centre and BPO environment to monitor customer service satisfaction/dissatisfaction
  • List and describe methods used to audit working practices in a Contact Centre and BPO environment with examples
  • Respond to customer needs in accordance with industry specific responses

Companies are under increasing pressure to deliver the highest quality customer experience. Competition for customer mindshare is fierce, while at the same time loyalty is more elusive than ever. In many cases, one poor customer experience will have them switching to the competition without a second thought.  

Industries with high customer turnover understand that consistent quality service delivery at every point of contact is a critical differentiating factor that cannot be taken for granted. Quality monitoring of customer interactions is therefore key to competitive survival.  

In order to develop relationships[1] with customers that result in repeat business, referrals, profitable relationships and high life-time value, the following statements must be core to customer facing activities and processes: 

  • Every interaction with customers (or lack of interaction) tells customers how much they are truly valued 
  • These interactions are moments of truth are when a customer learns if promises made to them (the brand) will be honoured or not 
  • In order to create great experiences for customers, companies must know what they want customers to feel, think and do at every stage of the relationship 
  • The most unsatisfied customers can be a company’s greatest resource for innovation.  Service delivery failures must be pursued aggressively to find out how to create great experiences and value WITH – not for –customers 
  • Business Processes must enable Brand Promises to be realised as Customer Experiences 

Every action a company takes – from answering the phone at the front desk to the most complex product installation – makes a statement about how that company values customers.  These moments in time are when a brand comes to life, when promises made are either kept or broken.  Jan Carlzon, former President of Scandinavian Airline Services called these instances “moments of truth”.  He defined them as “any time a customer comes into contact with any aspect of your business, however remote, the customer has an opportunity to form an impression.” 

Moments of truth, when repeatedly resulting in positive outcomes and experiences, lead to customer loyalty.  But what is customer loyalty?  Is it repeat purchases by a customer?  Is it a customer who gives a vendor a second chance if the vendor falls short on delivering the appropriate experience?  Is it a customer who refers others to a vendor?  

[1] Information from www.customerengagement.com