Let's Not Forget the Human

The Bureau of Labor Statistics ranked CSRs third in the top 10 occupations likely to provide the most job growth in the next decade. In 2008 it accounted for 2.3 million jobs and is expected to grow almost 20% boy 2018. (Forbes.com, Leadership, 2/26/10)

"It turns out that success is coming from the atypical organizations, the ones that can get back to embracing irreplaceable people, the linchpins, the ones that make a difference. Anything else can be replicated cheaper by someone else." (Seth Godin's Blog 3/7/2010)

When we look at companies and their assets, I'd like to reframe it such that it's not only the furniture, fixtures, hardware, software, but the real assets and the only thing you have control over is the relationship with the customer.



Where does it begin?



To create the right experience, companies must make a fundamental shift from managing the numbers to managing the relationships. But again the feet and the mouth don't always go in the same direction. Upper management needs to support the customer service initiatives.

The book The Cluetrain Manifesto (Rick Levine, Christopher Locke, Doc Searls and David Weinberger) which I'm reading now said something really interesting: It's about the internet and the global conversation and the power of it. And I quote "But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about 'listening to customers.' They will only sound human when they empower human beings to speak on their behalf.'



According to a study done by DMG Consulting, 77% of consumers still consider the telephone the best way to interact with companies. And Forrester Research found that when it comes to customer service, even the most highly digital consumers-Gen Y-prefer phone calls (41%) over store visits (35%) and email (6%) [CRM Magazine "Calling All Social Customers, August 25, 2009).



And if we look at First Call Resolution for a moment, according to a recent Yankee Group study 30 - 35% of calls coming into the average center are unnecessary repeat calls. For instance, 65% of all repeat calls are reportedly the result of agent errors, such as: No confident answer, the wrong answer, someone doesn't follow through on commitment and the customer has to call again.



We believe these are all human or training issues. And training is more critical now than ever before, yet the first thing to go during hard times is the training budgets. I think it's a grave mistake for companies wanting to survive. When organizations downsize they cut key people with talent and skills and then you are forced to operate with less people. Some of these people are less or unqualified, lacking the skills to perform well.



What differentiates one company from another in today's economy is its relationship with the customer, and who has that awesome responsibility? Your front lines, and/or anyone who has interaction with the customer, current, potential, or future. You don't get a second chance to make a first impression.



We, the people, the humans, are who make the difference. Technology support us, they do not replace us.



ROSANNE D'AUSILIO, Ph.D., an industrial psychologist, consultant, master trainer, best selling author, executive coach, customer service expert, and President of Human Technologies Global, Inc., specializes in human performance management. Over the last 23 years, she has provided needs analyses, instructional design, and customized, live customer service skills trainings as well as executive/leadership coaching. Also offered is agent and facilitator university certification through Purdue University's Center for Customer Driven Quality.



Known as 'the practical champion of the human,' she authors best sellers "Wake Up Your Call Center: Humanize Your Interaction Hub," 4th ed, "Customer Service and the Human Experience," "Lay Your Cards on the Table: 52 Ways to Stack Your Personal Deck (includes a 32-card deck of cards)-motivational and inspirational readings, How to Kick Your Customer Service Up A Notch: 101 Insider Tips and hot off the press How to Kick Your Customer Service Up A Notch: ANOTHER 101 Insider Tips (http://www.customer-service-expert.com) The Expert's Guide to Customer Service (http://www.customer-service-expert.com/report.htm) as well as her popular complimentary 'tips' newsletter on How To Kick Your Customer Service Up A Notch! available at http://www.HumanTechTips.com



Rosanne is also a Certified Call Center Benchmarking Auditor through Purdue University's Center for Customer Driven Quality. This certification training focuses on the access and use of key performance data to help better understand benchmarking results so as to advise on practical solutions for improvement.



For 10 years prior to starting her own organization, Rosanne had responsibility for marketing, budgeting, promoting and ultimately producing domestic and international computerized trade shows in the US, London, Belgium, and Frankfurt. She inaugurated, created, trained and directed a telemarketing on-site staff and was one of the first 150 people to attain CMP (Certified Meeting Professional) certification.

She is a columnist for TMCnet.com, Ask the Expert at supportindustry.com, and The National Networker. She represents the human element on the Advisory Board of an Italian software company, authors numerous articles for industry newsletters, and is a much sought after dynamic, vibrant, internationally prominent keynote speaker.