Description of the process
The collective impact of value created in the areas of customer and employee satisfaction, revenue generation and cost efficiency gives this process a number one ranking in terms of a key driver of overall contact centre performance:
- How the customer is treated drives customer satisfaction.
- Simple standards that are fairly assessed impact employee satisfaction.
- An effective sales model increases revenue.
- The flow of the call controls the length of the call and resulting costs.
The main task within the call handling process starts with a customer request to an agent and ends when the customer hangs up. This process deals with the handling of the call by an agent, not the handling of the call by technology (see Infrastructure).
Characteristics of a best practice
A best practice for call handling distinguishes itself with clear standards, consistent quality listening and an extensive support structure.
- The guidelines for the standards include:
- List of steps to be taken (what should be done).
- “Customer care” characteristics (how the steps will be done).
- Business requirements (task objectives such as revenue generation).
- The standards can be observed in a consistent way during coaching or monitoring sessions
- Agent proficiency is demonstrated by what they say during the conversation with the customer.
- Evaluators are equipped with a list of non-judgmental comments to be used when providing feedback.
- “Called customer by name” is a comment describing one of the standards met for courtesy.
- “Quoted incorrect price” is a comment describing one of the standards not met for accuracy.
- Training for new and existing agents provides the skills required to follow the standards:
- General understanding of customer behaviour.
- Listening skills with appropriate response strategies.
- Ways to handle difficult situations.
- Lots of practice.
- Specific training is designed for use by coaches, leaders and trainers who support the agents
- The customer care characteristics within the standards are mirrored within the culture of the contact centre.
- Employees are treated with the same care they provide to their customers.
To add to this list or evaluate your current situation, ask yourself the thought-provoking questions listed in the sidebar.
Relationships to other processes
Input to call handling process:
- Standards for the process align with the mission described in the Contact Centre Role process.
Output from call handling process:
- If the call length is changed by design, the Force Management process forecasts the number of agents required for the new call length.
- Investment in the Skill & Knowledge Transfer process is maximized when this key performance driver is strengthened during training or coaching intervention.
- Quality Listening process is based on the flow of Call Handling process
- This process shapes behaviour that can be acknowledged in the Rewards & Recognition process.
- This process shapes the design of each transaction in the Fulfillment process.
- The screen design in the Desktop Tools process guides the conversation as per call handling standards.
- Contact design in the Automated Contacts process follows the call handling standards.
- Automation requirements for recorded agent greetings (to reduce repetition) are provided to the Process Tools process.
- Being a role model for using customer care attributes is a critical component of the Leadership Roles and Effectiveness process. These attributes are displayed during conversations with employees.
- Evaluation of agent proficiency in using this process is typically part of the Performance Feedback process.
What’s in it for me?
Feel good about quality assessments
There is nothing more frustrating than to be left to apply one’s own concept of service when talking to a customer and then be judged by someone else with a different perspective. A call handling process can provide a framework for a professional contact that is clearly understood by everyone.