Prominent attorney James Humes once observed that “the art of communication is the language of leadership.” In other words, skilled communicators must convey their personal warmth, knowledge and can-do spirit to guide and inspire others.
For any leader, listening is the key. And in a contact center, it's one of the most difficult skills to master. To truly listen, agents must tune out distractions and individual bias. They must put themselves in another's place.
This is particularly true when callers have questions or complaints. Like any reader of fiction, agents must follow their callers' narratives closely. What differentiates agents is how adept they are at picking apart the narrative's underlying motifs (frustration when the solution doesn't perform as expected) and intentions (the need to vent or find an easy-to-implement solution).
Once callers have outlined their concerns, agents must exert their leadership. Sometimes they'll have to repeat pieces of the narrative (“So what you're saying is…”) to ensure they correctly understood the caller. Occasionally they'll need to employ open-ended questions to clarify points or expose issues lurking beneath the surface. For example, agents could counter a statement like “The product doesn't work” with a question like “Describe what happens when…” Such questions enable agents to explore an issue, diagnose variables, build rapport and buy time to formulate an effective response.
Eventually, agents may have to shift a call's purpose from information gathering to problem solving. That's where transitions can help. Transitions are phrases agents use to show callers they've been heard and their input is valued. They are based on how agents perceive callers' emotional needs, which may range from empathy to action.
After the transition, agents must get right to the point. They should answer questions or address concerns succinctly.
Q: Is this mattress pad resistant to bacteria, mold, mildew, germs and mites?
A: It sure is, (contact name)! It's hypoallergenic and resistant to most anything harmful to a mattress pad. To boost the life and quality of your (product name), I would keep it in a well-ventilated or open-air room. You can clean it with a small amount of lukewarm water and mild detergent.
Similarly, a question can be turned into an assumptive sales close.
Q: What does the pad feel like?
A: Many people ask me that, (contact name). It's extremely soft. Just imagine pressing down into the foam. Your hand will leave an imprint that slowly disappears as the foam returns to its normal shape. Now, when you lie down, the same thing happens. The pad conforms to the shape and size of your body, cushioning you — almost like floating on air. Why not enjoy this comfort for yourself? It comes with a 30-day money-back guarantee, so you can snuggle up on it in your own home. What type of bed do you have, (contact name)?
Agents always should be mindful of the ultimate goal — solving problems or converting inquiries to sales. They can close out calls by confirming callers' satisfaction (“Does that help with… ?”); offering additional assistance (“Is there anything else I can do for you today?”); and politely wrapping up (“It's been a pleasure helping you. Thank you for calling.”).
JEFF SCHMITT (jschmittdbq@mchsi.com) is marketing and compliance manager at Advanced Data-Comm in Dubuque, IA.
Transition Tips
Some additional points for contact center agents to consider when using transitions:
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Word choice. Transitions should make callers feel comfortable. Avoid any transition that may come across as contentious or contradictory (for example, “That's not true.”). Agents must be perceived as open, flexible and supportive.
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Name-drop. Use the caller's name in the transition. This naturally draws callers' attention and establishes greater intimacy and immediacy between parties.
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Pause. Agents should pause for a moment after delivering a transition. This allows callers to absorb the positive cue. More importantly, it disrupts routine and draws listeners' attention.
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Attitude. Agents should speak confidently, enunciate clearly and avoid slang. Their job — listening, solving problems, closing sales — is the proverbial “steak.” And their unique phone personality — professional, rapport-building, enthusiastic — is the “sizzle” that helps a brand stand out among the competition. — JS
Choice Chat
What do callers want?
Here's a short list of their most common emotional needs — and phrases that will show you care.
EMPATHY
“You're not alone.”
“I know what that's like.”
REASSURANCE
“We certainly do!”
“That's up to you.”
ENTHUSIASM
“No problem!”
“Here's how we can help.”
