Connectedness in times of crisis increases loyalty

With the hugely increased workload in the CCC, the focus is often on handling customer contact moments as quickly as possible. Wallboards indicate the number of waiting interactions. Agents are rewarded for shorter waiting times, so the quicker a customer conversation can be concluded positively, the better.

 Personal touch

Of course, technology supports this. Consider, for example, the possibilities that omnichannel customer contact offers. Or an efficient knowledge management system that facilitates self-service and first contact resolution. In addition, AI makes it possible to anticipate your customer’s needs based on customer analysis and algorithms, so you can serve them faster, better, and more personally.

But what really makes the difference is not only that the customer is served as quickly as possible. It is the personal touch that you can offer as a company, especially in times like these. That your customer – and your employee – feels heard at a time that has caused a lot of unrest, uncertainty, and change. That as a company, you do not lose your humanity, despite all the underlying technology.

An ear to the ground

So keep in mind that customer contact moments in times of crisis will probably take a bit longer than usual. Share this expectation with your customer service teams so they don’t experience unnecessary extra pressure. In addition, ensure that your team has access to all the information they need to be able to serve the customer as efficiently as possible and make them the first to know about any changes or news. Also use other contact channels such as an email campaign or website to inform your customers, so that not all questions end up at the CCC. Make your communication as personal as possible.

Because despite – or precisely because of – the increased pressure, it is important that you as a company are able to continue seeing your customers and employees like people. So listen. Show empathy and understanding. Seek genuine connectedness. Because that is what creates loyalty, especially now.

• The first step in a crisis is reaching out - not with marketing or overt attempts at gaining competitive advantage, but by providing genuine support.
• The adoption of digital customer contact has grown strongly, even among the most ‘digitally resistant’ customers.
• Contact centre employees are the eyes and ears of a company. So collect their feedback to measure how customers are feeling and how daily interactions change.