Automated Call Centers can Blow a Good Guest Experience

When guests lose patience, you lose business.

A coworker of mine recently attempted tracking down a package through UPS. He called the company’s 800 number and was greeted by a robot instead of a person. After punching in a series of numbers on his i Phone, his face was growing increasingly more impatient. Someone finally answered and immediately put him on hold. That’s where the conversation got funny. He put it on speaker phone. It went something like this…

“Hi, I’m tracking down a package,” he said.

“That’s not my department. I’ll have to connect you with another department,” they replied.

Next UPS call center employee answers.

“Hi, how can help you?” they asked.

“I’m trying to track down a package,” my friend replied.

“You can check on the website,” the call center employee said.

Huffing and puffing, making hand gestures, my friend says: “But I already tried, and that’s the reason I’m calling.”

“I have to connect you with another department,” they replied.

It was equally funny and frustrating watching my friend go through this experience. I’ve been there; we’ve all been there. It’s the kind of experience that makes guests hate asking for customer service and it’s simply bad for business.

Communicating with customer call service is an opportunity to really make a lasting impression. Positive communication at any and all touchpoints will lead to a positive experience and repeat business.

First impression

The call center may be the first experience a guest has with your business. Potential guests may have been online, heard reviews or referrals but now they are talking to you. Make sure each employee understands the power of those few little minutes on the phone and train them in their role as a critical touch point for guest impressions.

Encourage ownership

Do whatever it takes to give employees the tools and understanding to properly represent any location. Show them videos, explain room setups, orient them to the areas, and walk through each detail of brochures. Give them a feel for the ambiance and personality of each area to which they will respond. Make sure they have access to the property website. Go out of your way to reinforce responsibility and leadership.

Set leadership system

Consider segmenting call center employee expertise. Evaluate your team and apply a management system. It shouldn’t take a run around as my friend went through to get an answer. Pass off knowledge to your team and set up a pecking order and accountability system. Have managers and supervisors set to each touchpoint so callers don’t get shifted from one department to another.

Schedule a system that fits

Have supervisors or managers constantly on duty and available for difficult questions or guests who want more attention, and encourage agents to provide answers rather than merely complete calls as the first priority. Making sure there’s always properly trained staff working customers will always have the best experience.

Don’t say that

Forbid statements like: “I am not sure. Let me connect you with someone who knows. on that property so cannot answer your question” or “I am new so do not know the answer” or “we do not have that information at this location “or “I don’t have access to the website.”

Set standards

Define service excellence standards that outline how service can be delivered at the beginning, in the middle, and at the end of each call. Attempt to meet caller expectations as if they were calling the property directly, or at least speaking with the most knowledgeable agent for the property. Train agents as to their “first impression” role in the guest experience.

Accountability

Inspect what is expected. Training is only good if constant, consistent and persistent. So is service. Regularly “shop” your reservations agents.

Plan for the worst

Outline “what if “scenarios and have them as resource sheets and also as part of training. During downtimes, employees can review these and add any new ones they encounter.

Poll customers and staff

Ask employees for feedback and what they believe enhances or distracts from a call. Get feedback also from front desk personnel –they often get the strongest dose of negative feedback about central reservations.

Understand how important empathy is for both the guest caller – and the employee on the receiving end. Explore what tools and techniques will make the calls go smoother for both. Don’t let guests lose their patience. Once customers have a bad experience they can associate that with your business knowingly or subconsciously. Don’t let lose business over poor communication.