An agent in the call center is there to guide any caller to a rapid resolution of the reason they called, whether it be tech support or seeking knowledge about a product or service. In other words, they are there to “coach” that caller to a win.
In this first article, we are going to blow up 5 common myths about call centers. While they may sound like things people have experienced in the past (or even in the present), that is because they are not being done right. Yes, there is some truth to these “myths”—but let’s find out how we can dispel them by doing things right.
Myth 1: Agents don’t care about the customers.
We’ve probably all experienced this one. But we will use it to begin demonstrating that if we put into action our topic for the month— “turning call centers into coaching centers”—this one cannot possibly occur.
If an agent’s responsibility is to listen to the prospect or customer, understand their issue, and coach them to a resolution, then they are going to have to care, aren’t they? They will not have any choice. An agent truly “not caring” is not going to have their job long. On the other hand, an agent who does care will not only have their job, but they will also continue to win customers and keep them for their employer,
Myth 2: Reps are not well trained.
Again, many of us have experienced this one also. We call in with a question or an issue with a product or service, and the call center rep either gives us totally useless information or—worse—puts us on hold while they go and get the answer from someone else.
On the other hand, if you are training your call center reps to be coaches, this cannot possibly happen. To coach someone effectively, a rep must have a full understanding of your company’s products and services. Therefore, a rep being a great coach will be well-trained, as one goes with the other.
Myth 3: Caller has to re-explain their issue repeatedly.
This one can be especially aggravating. You call in, you state your problem or question, and either the call center agent says, “I don’t understand” or, by their answer, you can tell they did not get it at all, and you must explain it all over again.
Once again, if a call center has a mission to be coaches, they will:
a) have a keen understanding of their company’s products or services, and
b) have a high care factor for the person calling in, so will make it a point to understand the caller. The caller will therefore not have to repeat their issue.
Myth 4: Inexperienced agents give callers programmed responses.
In this case, we as the caller feel like we are talking to a robot, not a person. It is obvious they have something in front of them that runs along the lines of “If the caller says____, answer with ____.” Unfortunately, it often happens that the programmed response they are giving you is not even the right answer for your problem or question.
If your call center has been turned into a coaching center, though, your reps will be trained well enough to not have to provide programmed responses.
Myth 5: Callers must deal with an automated system.
While listed last, this is probably the #1 complaint about anyone reaching a call center. A robot voice tells you to speak things or punch numbers, to which it responds with other things you must speak or punch. Invariably, the caller begins frantically punching “0” on their phone in an effort to get a live person.
Any company that has turned their call center into a coaching center will have a minimal amount of automated answering—simply because an automated system will never achieve the purpose of guiding callers to real solutions.
