Machine Learning algorithms can hugely impact the sector of e-commerce by categorizing and recommending…
The customer help desk industry started in the 1970’s when businesses decided it would be a good idea to help support customers, not just sell to them. Customer Response Management (CRM) software systems in help centers were created to increase customer satisfaction as customers now had a way of getting their questions answered in a timely fashion, or at least to have someone listen to their problems.
Companies wanting to ensure happy customers often increased agents to support customers as best they could. Unfortunately, the help desk morphed into a place where customers could complain about products & services with CRM systems to record the data somewhat. Sadly, information filtered thru a human agent is not always 100% reliable and easily can miss opportunities with no real understanding client needs. In addition, agents on the phone are not typically empowered experts that can solve the customer problems. Originally agents were also not trained to cross-sell or up-sell.
Once the technology existed, companies decided to put bots on the phones, to route calls, which often only created upset customers. There are some questions that are suited for bots to help people, but many are not, and perception is everything. If people are forced to speak to a bot, they get upset, if they choose the bot, then that is ok. It is important to understand your processes to know where to put people and where to put bots to get the most information from your customers and to provide the best customer experience.
Most of the CRM systems today are good at gathering data from the agent and or the caller by what the agent hears, writes into the system, or by what the caller chooses off a selected menu. An important question to ask is, are you recording what the agent thought they heard, or what the customer actually meant? This can be a huge gap for many reasons.
Hostage negotiation expert Chris Voss discusses in his best-selling book “Never Split the Difference”, how it takes 13 FBI agents to listen to what 1 bank robber is really saying and/or what they are not saying. 13:1 ratio may seem extreme till you understand how challenging it is to really hear what people are saying. Translating that methodology to help desks may be unreasonable to ask a company to do but imagine the results if you had data that gave you that information! How can you possibly know what your products future is if you cannot truly hear your customers’ needs?
I encourage you to research systems and processes that address these challenges to achieve the best results.
“If you can’t measure it, you can’t change it.”