When call center measurements fail to consider stakeholder value

One of the things that has always effected a call center manager’s respect in the organization is their focus on their insular world of the average speed of answer, call abandonment and other “traditional” call center metrics”. These metrics often clash with what most senior managers are held to and that is customers I know that call center managers are always fighting for the respect of their fellow senior managers. It irks me that call center management time and time again just do not get it.

A Call center manager is a very critical member of a large corporation. I always tell people that in many companies, cable companies, telecom companies, even some kind of financial institutions (direct to market insurance), there are more people in the call center than any other jurisdiction inside that company.

The call center industry is a cottage industry that burst. Nobody goes to a business school to become a manager of customer service. The people running the centers 9 times out of 10 either worked their way up from the phones, or they walked into the position. They did not graduate from a major business school with the intention of running a customer service organization. Herein lies the problem. I believe the best talent in customer service are the pioneers of the business.

Today’s best and brightest go to a business school to specialize in finance, marketing or sales. Customer service is not sexy and it is ignored as a scholastic career. Oh sure there are some classes, but most are taught at local community colleges as part as a customer rep program to provide jobs. The Customer service manager needs to learn how to be a better member of the senior management team

By the way, for those of you that are looking at a good career, a Vice President or Director of Customer Service pays very well, and it always seems that once you have established yourself with a major brand, you have the ability to move from organization to organization without a problem.

Sometimes we need to speak with a real live person

You know those times when you simply MUST speak to a live customer service rep? Now, do you remember all those times when you have seen grass grow a few inches while you waited on hold? Watched a few rounds of The Masters while listening to a flute-instumental version of Yesterday? Those moments of near insanity when you were scared to go to the bathroom for fear of losing your place in the mysterious call queue?

Well, do not hang up the phone. You deserve all the attention you think you have coming!

When I have to make an important customer service call, I always budget an hour to allow for hold times. I hate when I have to leave and I’m still on hold or in the middle of the fix. How many times have you put the call on hold after waiting several minutes and just for that second, you come back and the call is gone?

I know how frustrating this is. It has happened to all of us. One of the first questions I religiously ask when I call back (and have to wait through another large block of minutes to the speak with a rep) is “do you have my phone number and can you call me back should we get disconnected”?

It never ceases to astound me when I hear “I’m sorry Sir, we can only receive calls from this facility, we cannot place calls”. Huh?!?!?

Do we, as consumers, who are called by call centers all the time, really believe for a minute that a representative does not have the ability to call you back when you ask them to do so? I think not.

This is more a mater of policy than capability. It is definitely not due to limited technology. Most phones I have seen, no matter how advanced, have a keypad with numbers on it and can get dial tone. So how come no one can ever call me back?

When service centers fail to function in that manner, they really can't be called "customer care" or "customer service". When the dialogue is controlled and only allowed to flow one way, it is anything but care or service.

Technorati Tags: Call Centers Customer Service Customer Care

What is a Customer Maniac?

Having been immersed in the world of customer care, response mangagement, sales and profitable consumer relationships, I have a bit to say on connecting the dots between technology and smart business practices.

I like to wear my customer hat and help companies deliver excellence in thier practice.

That is the core of what I have been doing for 20 years. Having helped dozens upon dozens of Fortune 1000 companies, the blogosphere is a place I am compelled to jump into. What am I selling? Ideas and inspiration.