Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Measure and Motivate the Right Contact Center Agent Behaviors: Those With The Highest ROI Potential

791 views

Published on

Central to the role of the contact center in the delivering an effective customer experience is designing an effective customer experience comprised of sales and service behaviors which drive purchase intent. The deck summarizes research into which retail bank contact center sales and service behaviors will yield the most return on investment in terms of driving intent to open an account.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Measure and Motivate the Right Contact Center Agent Behaviors: Those With The Highest ROI Potential

  1. 1. Kinesis CEM, LLC Measure and Motivate the Right Contact Center Agent Behaviors https://blog.kinesis-cem.com/2015/02/25/measure-and-motivate-the-right-contact-center-agent-behaviors/ Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at elarse@kinesis-cem.com. http://www.kinesis-cem.com http://www.kinesis-cem.com/contact_center_mystery_shopping.shtml kinesis-cem.com 206.285.2900 info@kinesis-cem.com Measure and Motivate the Right Contact Center Agent Behaviors
  2. 2. There remains a key role for the contact center in delivering an effective customer experience. Banks Must Operate in a Multi- Channel Environment
  3. 3. Central to this key role is designing an effective customer experience, comprised of the right sales and service behaviors. Role of the Contact Center
  4. 4. Those which influence customer attitudes and behaviors in a profitable way, yielding the most return on investment. What are the right behaviors?
  5. 5. Kinesis conducted a series of mystery shops to identify which sales and service behaviors have the most influence on purchase intent. To Identify Behaviors with Most ROI Potential
  6. 6. Compare Presence of Behaviors in Shops With Positive Purchase Intent to Negative Analysis Plan
  7. 7. 20 behaviors have statistically significant differences in shops with positive purchase intent compared to negative. Purchase Intent Drivers
  8. 8. Most Significant Behaviors 60% 63% 69% 72% 100% 0% 50% 100% Offer further assistance Product knowledge Ask probing questions Express appreciation for interest / thank you for business If no one available to assist you, offered options Difference Between Shops with Positive & Negative Purchase Intent
  9. 9. Second Most Significant Behaviors 52% 54% 54% 55% 56% 0% 50% 100% Explain the value of banking with bank Explanations easy to understand Invite you to visit branch Listen attentively to your needs When thanked, respond graciously Difference Between Shops with Positive & Negative Purchase Intent
  10. 10. Third Most Significant Behaviors 36% 39% 40% 43% 46% 0% 50% 100% Ask for your business / close the sale Listen attentively Friendly demeanor / pleasant voice Ask your name Offer to mail material / mention website Difference Between Shops with Positive & Negative Purchase Intent
  11. 11. Forth Most Significant Behaviors 5% 9% 24% 30% 35% 0% 50% 100% Avoid interrupting Professional greeting Mention other bank product Speak clearly and avoid bank jargon Clear Greeting Difference Between Shops with Positive & Negative Purchase Intent
  12. 12. The attributes with the most significant differences between high and low purchase intent ratings appear to be those associated with reliability and empathy. Reliability & Empathy
  13. 13. Mystery shoppers valued such “core” attributes as product knowledge or interest/enthusiasm for the customer. Valued Most
  14. 14. They seem to be less concerned with more peripheral service attributes, such as asking for names, etc. Valued Least

×