{"id":1461,"date":"2020-01-31T15:52:00","date_gmt":"2023-10-18T15:52:12","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1461"},"modified":"2023-10-18T17:35:35","modified_gmt":"2023-10-18T17:35:35","slug":"how-to-make-your-customer-service-agents-seem-omniscient","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/how-to-make-your-customer-service-agents-seem-omniscient\/","title":{"rendered":"How To Make Your Customer Service Agents Seem Omniscient"},"content":{"rendered":"\n

Go to the counter at a coffee shop or fast food restaurant and you\u2019ll occasionally see an employee looking slightly nervous and wearing a badge that says \u201cTRAINEE.\u201d<\/p>\n

These people usually aren\u2019t left completely on their own. There\u2019s often a more experienced team member showing them the ropes. Sometimes, though, everyone else is too busy to oversee things and you find yourself stuck with the trainee and their learning curve. <\/p>\n

You might have to wait, for example, while they figure out which buttons punch in on the cash register before you can pay for your order. Or they simply don\u2019t understand the order you\u2019re making in the first place. <\/p>\n

This can be frustrating, but most of us tend to give trainees a little patience and grace. After all, we all had to start somewhere. <\/p>\n

In a customer service scenario<\/a> there are plenty of trainees too, but there are also a few key differences. <\/p>\n

For one thing, you can\u2019t see someone\u2019s badge when you\u2019re reaching out to them over the phone for help, or via email or social media post. <\/p>\n

There\u2019s also a different sense of urgency when you\u2019re approaching someone for service \u2014 sometimes the problem is critical and you lack patience to deal with someone\u2019s learning curve. <\/p>\n

In fact, customers who come to a company with service issues want the exact opposite of a trainee: they want staff who are so knowledgeable about products and service and are so good at their jobs that they know what customers want without being asked.<\/p>\n

To be omniscient means to \u201cknow everything,\u201d which of course is not possible for even the best customer service agents<\/a>. <\/p>\n

The goal, however, should be to use technology, data and processes to generate an appearance of all-knowingness within the context of a service issue. Doing so builds confidence in your brand and helps keep customers loyal over time. <\/p>\n

1. Omniscience requires omnichannel availability<\/h2>\n

Lots of organizations established their customer service operation by first setting up a call centre. This made complete sense when the primary mode of customer communication with a company was via telephone. Not anymore, though.<\/p>\n

Today, customers might not be in a position to make a call to ask a question or deal with a troubleshooting issue. Something might come up when they\u2019re in the middle of a meeting, for instance, where sending a discreet text might be the better option. <\/p>\n

There may be other instances where a customer is travelling or attending an event. Reaching out via Twitter or Facebook might seem more logical than being kept on hold for an agent. <\/p>\n

When customers try these channels and can\u2019t get through, it\u2019s like shutting the door in their faces and pointing them to the one marked \u201ccall centre\u201d as their only option. <\/p>\n

Omniscience begins with recognizing that customers will want (and should get) their choice of medium to ask for assistance, and making sure you\u2019re ready to respond. This notion of \u201comnichannel\u201d started with sales and marketing, but it\u2019s equally important in customer service, too. <\/p>\n

2. Omniscience requires organization and orchestration<\/h2>\n

There are six words no one seeking customer service ever wants to hear: \u201cLet me look up your account.”<\/p>\n

You don\u2019t see a lot of surveys about this, but it\u2019s safe to say that most people would probably prefer, upon first connecting with an agent, that all they would need is their name in order for all their details to be brought up on the agent\u2019s screen. <\/p>\n

Worse is when the agent pulls up the account and the information is inaccurate, or somehow incomplete. Worse is when the customer is put on hold or left hanging while the agent does detective work, scouring across disparate systems for key details. <\/p>\n

\u201cWhy can\u2019t they just get it together?\u201d customers fume. Without necessarily knowing what applications are running behind the scenes, they mean the agent should have a dashboard that integrates CRM data, marketing automation data and other sources of information. <\/p>\n

Data and systems, in other words, should be orchestrated so that it can seamlessly become part of the agent\u2019s toolset. That allows the agent to be organized from the moment the customer interaction begins and they can focus on the issue, rather than the surrounding background details. <\/p>\n

3. Omniscience requires ongoing analysis and optimization <\/h2>\n

Those \u201cTRAINEE\u201d badges we mentioned earlier are part of the employee onboarding experience, and pairing them with their manager or a buddy is intended to minimize any hiccups. Customer service onboarding should work the same way. <\/p>\n

Although agents may be helping customers during a moment of crisis, it\u2019s important that the data about each issue becomes almost like a library of knowledge that the team can collectively use. The technology should not only automate tasks but offer a way to analyze trends in customer service so common issues can be prevented. <\/p>\n

This not only helps make newer agents more knowledgeable, but shifts the customer service operation from a \u201cbreak\/fix\u201d mentality to one that aims for continuous improvement. It\u2019s not just addressing a question or complaint, but trying to make sure it doesn\u2019t happen again with other customers. <\/p>\n

Once you reach this point, customer service can become not just a necessary evil but a source of potential new revenue generation or increased customer satisfaction. <\/p>\n

When agents are aware of the anniversaries customers have with the company, for instance, they could offer a special discount or promotion as a thank you. <\/p>\n

When a new item comes in that could bring something extra to an existing purchase, agents are in a natural position to upsell or cross-sell. Customers might have been wishing for just such an offer, and as a result the agent\u2019s seeming \u201comniscience\u201d has been achieved. <\/p>\n

None of this means you won\u2019t occasionally have challenging issues facing your customer service team, or that you\u2019ll reach a point where there is nothing left to learn about your customers. <\/p>\n

Quite the opposite, in fact: this is about creating a disciplined effort to keep getting better. The quest for omniscience is an ongoing one. <\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

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