measure and motivate the right contact center agent behaviors: those with the highest roi potential
TRANSCRIPT
Kinesis CEM, LLC
Measure and Motivate the Right Contact Center Agent Behaviors
https://blog.kinesis-cem.com/2015/02/25/measure-and-motivate-the-right-contact-center-agent-behaviors/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.comhttp://www.kinesis-cem.com/contact_center_mystery_shopping.shtml
kinesis-cem.com 206.285.2900 [email protected]
Measure and Motivate the Right Contact Center Agent Behaviors
There remains a key role for the
contact center in delivering an
effective customer experience.
Banks Must Operate in a Multi-Channel
Environment
Central to this key role is designing an effective customer
experience, comprised of the
right sales and service behaviors.
Role of the Contact Center
Those which influence customer attitudes and behaviors in a
profitable way, yielding the most
return on investment.
What are the right behaviors?
Kinesis conducted a series of mystery shops to
identify which sales and service behaviors have the most influence on
purchase intent.
To Identify Behaviors with
Most ROI Potential
Compare Presence of Behaviors in
Shops With Positive Purchase Intent to
Negative
Analysis Plan
20 behaviors have statistically significant differences in shops
with positive purchase intent compared to
negative.
Purchase Intent Drivers
Most Significant Behaviors
Offer further assistance
Product knowledge
Ask probing questions
Express appreciation for interest / thank you for business
If no one available to assist you, offered options
0% 20% 40% 60% 80% 100%
60%
63%
69%
72%
100%
Difference Between Shops with Positive & Negative Purchase
Intent
Second Most Significant Behaviors
Explain the value of banking with bank
Explanations easy to understand
Invite you to visit branch
Listen attentively to your needs
When thanked, respond graciously
0% 20% 40% 60% 80% 100%
52%
54%
54%
55%
56%
Difference Between Shops with Positive & Negative Purchase
Intent
Third Most Significant Behaviors
Ask for your business / close the sale
Listen attentively
Friendly demeanor / pleasant voice
Ask your name
Offer to mail material / mention website
0% 20% 40% 60% 80% 100%
36%
39%
40%
43%
46%
Difference Between Shops with Positive & Negative Purchase
Intent
Forth Most Significant Behaviors
Avoid interrupting
Professional greeting
Mention other bank product
Speak clearly and avoid bank jargon
Clear Greeting
0% 20% 40% 60% 80% 100%
5%
9%
24%
30%
35%
Difference Between Shops with Positive & Negative Purchase
Intent
The attributes with the most significant
differences between high and low purchase intent
ratings appear to be those associated with
reliability and empathy.
Reliability & Empathy
Mystery shoppers valued such “core” attributes as product
knowledge or interest/enthusiasm for the customer.
Valued Most
They seem to be less concerned with more peripheral service attributes, such as asking for
names, etc.Valued Least