My wife and I had lunch with our sister-in-law yesterday. She and my wife’s brother have been in the medical field for a while. She was talking about how difficult it is not to "dehumanize" the patients that roll through their area of responsibility. Bring in another one, poke e’m, prod ’em, run ’em through the tests, mark the chart – NEXT!
I hear the same struggle in call centers. The fact that we tend to talk about "calls" instead of "customers" should say something. We focus a lot on "numbers" – which often leads to CSRs forgetting that they are talking to a real human with questions or issues that need resolution.
Companies who earn the customer’s satisfaction are typically the ones who are customer-centered:
- They focus on customers through research that identifies what drives customer satisfaction, instead of focusing on what will make them better than brand x
- They use the customer’s satisfaction as the foundation of their quality efforts, not what will drive numbers to reduce cost
- They help the front-line CSRs connect to the customer in a myriad of ways – from making CSRs aware of research results, to finding ways to let them meet actual customers, to incenting CSRs who drive customer satisfaction
Is your company "customer-centered" or "call-centered"?