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.

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. There remains a
key role for the
contact center in
delivering an
effective customer
experience.
Banks Must
Operate in a Multi-
Channel
Environment

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. Those which influence
customer attitudes
and behaviors in a
profitable way,
yielding the most
return on investment.
What are the
right behaviors?

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. Compare Presence
of Behaviors in
Shops With Positive
Purchase Intent to
Negative
Analysis Plan

7. 20 behaviors have
statistically significant
differences in shops
with positive purchase
intent compared to
negative.
Purchase
Intent Drivers

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. 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. 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. 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. 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. Mystery shoppers
valued such “core”
attributes as product
knowledge or
interest/enthusiasm
for the customer.
Valued Most

14. They seem to be less
concerned with more
peripheral service
attributes, such as
asking for names, etc.
Valued Least