Measure and Motivate the Right Contact Center Agent Behaviors: Those With The Highest ROI Potential
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Transcript of Measure and Motivate the Right Contact Center Agent Behaviors: Those With The Highest ROI Potential
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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 [email protected].
http://www.kinesis-cem.comhttp://www.kinesis-cem.com/contact_center_mystery_shopping.shtml
kinesis-cem.com 206.285.2900 [email protected]
Measure and Motivate the Right Contact Center Agent Behaviors
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There remains a key role for the
contact center in delivering an
effective customer experience.
Banks Must Operate in a Multi-Channel
Environment
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Central to this key role is designing an effective customer
experience, comprised of the
right sales and service behaviors.
Role of the Contact Center
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Those which influence customer attitudes and behaviors in a
profitable way, yielding the most
return on investment.
What are the right behaviors?
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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
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Compare Presence of Behaviors in
Shops With Positive Purchase Intent to
Negative
Analysis Plan
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20 behaviors have statistically significant differences in shops
with positive purchase intent compared to
negative.
Purchase Intent Drivers
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Most Significant Behaviors
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
0% 20% 40% 60% 80% 100%
60%
63%
69%
72%
100%
Difference Between Shops with Positive & Negative Purchase
Intent
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Second Most Significant Behaviors
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
0% 20% 40% 60% 80% 100%
52%
54%
54%
55%
56%
Difference Between Shops with Positive & Negative Purchase
Intent
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Third Most Significant Behaviors
Ask for your business / close the sale
Listen attentively
Friendly demeanor / pleasant voice
Ask your name
Offer to mail material / mention website
0% 20% 40% 60% 80% 100%
36%
39%
40%
43%
46%
Difference Between Shops with Positive & Negative Purchase
Intent
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Forth Most Significant Behaviors
Avoid interrupting
Professional greeting
Mention other bank product
Speak clearly and avoid bank jargon
Clear Greeting
0% 20% 40% 60% 80% 100%
5%
9%
24%
30%
35%
Difference Between Shops with Positive & Negative Purchase
Intent
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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
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Mystery shoppers valued such “core” attributes as product
knowledge or interest/enthusiasm for the customer.
Valued Most
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They seem to be less concerned with more peripheral service attributes, such as asking for
names, etc.Valued Least