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Kinesis CEM, LLC
Contact Center Purchase Intent Drivers: Empathy & Competence
https://blog.kinesis-cem.com/2015/11/18/contact-center-purchase-intent-drivers-empathy-competence/
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/bank_mystery_shopping_contact.shtml
kinesis-cem.com 206.285.2900 [email protected]
Contact CenterPurchase Intent Drivers:Empathy & Competence
Banks Transition Into An Omni-Channel Model
Customers Interact with Institution Across a Spectrum of
Channels
Contact Center is Transitioning into a Sales Hub
As a result…Contact Center Agents will
Require a New Set of Sales Skills
New Role for Contact Center
Kinesis conducted mystery shops of six
institutions with national scope to identify what customer experience
attributes will yield the most ROI in supporting
this sales role.
Research
Customers Want…
Empathy &
Competence
Results
Results
Friendliness/ Courtesy
Job Knowledge
Professionalism
Explaining Products in Understandable Terms
Interest in Helping
Valuing as Customer
Confidence in Agent
1.0 2.0 3.0 4.0 5.0
4.3
4.0
4.0
3.9
3.8
3.5
3.2
4.9
4.9
4.9
5.0
4.9
4.9
4.9
Mean Attribute Ratings By Purchase Intent
Increased Purchase Intent Decreased Purchase Intent
Greeting Behaviors
Increased Purch Intent
Decreased Purch Intent
Greet by identifying the name of the institution 99% 97%
Greet by identifying themselves 100% 97%
Ask name 78% 71%Ask how they could assist 100% 98%
Frequency of Behaviors in Shops with Positive
Purchase Intent Compared to Negative
Hold/Transfer Behaviors
Give the reason for being placed on hold
Ask permission to be placed on hold first
Thank for holding upon returning
Representative returned to the call to advice of the status
Give an estimate of how long you would be on hold
1.0 2.0 3.0 4.0 5.0
1.1
1.2
1.2
1.8
2.1
Ratio Increased PI to Decreased PI: Hold Experience
Explain the reason for the transfer
Ask permission to transfer
Stay on the line until the transfer was answered by another representative
Return to explain delay and ask if you want to continue to hold.
1.0 2.0 3.0 4.0 5.0
1.0
1.3
1.6
5.0
Ratio Increased PI to Decreased PI: Transfer Experience
Service Behaviors
Use proper grammar
Avoid bank jargon or other technical financial terms
Allow customer to speak first and finish their thought
Maintain a friendly demeanor and pleasant voice throughout the call
Listen attentively
Clarify all requests prior to processing the transaction
Speak clearly
Describe products or services in easy to understand manner
Use name at least once during the call
Ask for business
Suggest additional products and/or services
1.0 2.0 3.0 4.0 5.0
1.0
1.1
1.1
1.1
1.1
1.3
1.4
1.4
1.5
1.9
2.1
Ratio Increased PI to Decreased PI: Service Experience
Call Conclusion BehaviorsThank for calling
Thank for choosing the institution
Ask how else they could assist
1.0 2.0 3.0 4.0 5.0
1.1
1.4
1.5
Ratio Increased PI to Decreased PI: Conclusion of Call Experience
Again
Customers Want…
Empathy &
Competence
Empathy
•If transfer hold time exceeds 60 seconds, explain delay and ask if customer wants to continue (this behavior 5 times more likely in shops with positive purchase intent compared to negative)
•Give estimate of hold time (2.1 times more frequent in shops with positive purchase intent compared to negative)
•If hold exceeds estimate, return with status update (1.8 times more frequent)
•If transfer, stay on line until completed (1.6 times)
•Use of name (1.5 times)
•Ask how else could assist (1.5 times)
Empathetic Behaviors With Strong Relationships to Purchase Intent
Valuing Customer
•Suggest additional products or services (2.1 times more frequent in shops with positive purchase intent)
•Ask for business (1.9 times)
•Thank for choosing the institution (1.5 times)
Valuing Customer Behaviors With Strong Relationships to
Purchase Intent
