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The dynamic between brands and customers has changed. The rapid advancement of technology has empowered customers to seamlessly handle simple tasks autonomously and without live interaction.

Digital assistants, kiosks, and other self-service options are mobile, convenient and built for speed – the cornerstone of the millennial generation. The rise of self-service options has had an unanticipated effect: it has magnified the importance of the call center. Chat bots and other digital options have created a level playing field across brands, leaving the call center as the place companies now differentiate their business. When faced with a complex or emotional issue, customers pick up the phone and expect to connect with a person who is informative and trustworthy.

Over the past several years, companies have been forced to invest in providing all the communication channels a customer may choose to leverage (website, social apps, mobile apps, etc.).  The investment in those needs has led to an underinvestment in call centers and human capital. This means call center agents are now often ill-equipped to handle the nuances of challenging customer situations and the complexities of charged and emotional conversations. The biggest moment of truth in determining brand loyalty comes from a good or bad conversation with a phone representative.

How do you ensure every conversation is a good one?

Start by looking inward and determining where the biggest challenges and opportunities are within the call center.  

In our experience the opportunities fall into three main categories: provide better, more contextual information to a representative during a call, make the workflow of a call more intuitive to navigate and help the agents better connect and converse with customers. The first two challenges are well-provided for in leading CRM applications like Salesforce. Modern CRM applications provide an intuitive way to capture/visualize data, access knowledge for policies and procedures and help an agent follow a specified workflow.  

The missing element in those solutions is the ability to enhance the behaviors of agents to help them be more emotionally intelligent during conversations. Live behavioral guidance provides leading companies with the opportunity to deliver good conversations and supecharge their CRM applications.  

The Power of Behavioral Guidance.

During calls, customers and agents both subconsciously give a variety of signals that reveal their levels of engagement and satisfaction. Until recently, however, contact center leaders had no way to recognize, measure, and leverage those signals to enhance experiences and improve agent performance.

The latest AI software analyzes the voices of the customer and the agent as well as the conversational dynamics, detecting subtle signals of frustration, tension, anxiety, and energy. The software coaches agents in the moment by nudging them to adjust their communication style to sound more confident, listen more effectively, emote empathy and build better rapport with customers. Behavioral guidance gives agents the boost they need when they need it most – when they are fatigued or dealing with an emotionally challenging customer. Behavioral guidance has a direct impact on how an agent performs and how a customer feels about an interaction.

By engaging in better conversations your customers will feel more appreciated, leading to greater satisfaction and loyalty. Your service professionals will be happier, more engaged and motivated and company leadership will have instant, novel insights that result in better decision making and a lasting competitive advantage.

Supercharge your CRM solution today by integrating behavioral guidance.

Want to learn more about behavioral guidance and the impact on your call center? Let’s connect at Dreamforce. We’ll be at booth 1807 or we can schedule a meeting  – just email us here. In the meantime, learn more about us at: www.cogitocorp.com

Steve Kraus
Steve Kraus

<p>Steve brings over twenty years of experience in marketing, selling, and delivering customer engagement solutions to the world’s most customer-centric organizations. Prior to joining Cogito, Steve led product marketing for Pegasystems CRM suite of applications, growing the suite from a niche player into a recognized leader for marketing, sales, and service applications. Steve led go-to-market activities for Verint (formerly KANA Software), serving as the General Manager for Verint’s customer experience management applications, and led product marketing and strategy for Chordiant Software’s CRM applications. Earlier in his career, Steve managed consulting teams within Ernst &Young. He has a B.A. in Economics and Accounting from The College of The Holy Cross.</p>