THE CUSTOMER SERVICE IMPERATIVE

Call centres are increasingly the focal point of an organization’s communication strategy and so are o en the main contact with the customer. Thus, the agents’ roles are very important and are the ‘best set of tools for influencing customer decisions and shaping opinions’. Sturdy placed even greater emphasis on the importance of the interaction and stated, ‘Customer service has now become a global business “imperative”.’

In face-to-face operations an organization is able to embody its image through a variety of elements including décor, packaging, signage, staff uniform and store layout. A contact centre does not possess these options and the only way to transmit a brand is through the quality of the communication with the customer. The manner in which employees appear, sound and behave ‘are themselves part of the product’.

The customer’s perception of the quality of the interaction is strongly influenced by a combination of two factors: 

1) Did the customer achieve the outcome he or she desired or, indeed, a be er outcome? 

2) Was the communication process with the CSR as friendly and encouraging as possible?

Through a process of ‘emotional contagion’ people are inclined to be ‘infected’ or ‘catch’ the feelings of others. To encourage this positive atmosphere agents are frequently required to ‘smile down the telephone’. If an employee displays positive behaviour this can result in feelings of wellbeing in the customer; likewise, negative behaviour can produce negative impressions.

For these reasons, organizations wish to control the interaction that occurs between their frontline staff and the customers so that the outcome is favourable. To do this they specify the attitude required, o en provide scripts for the conversation and restrict the degree of flexibility the employee has. Therefore, many of these interactions involve a high level of personal involvement, or ‘emotional labour’.

In many industries, eg car manufacture, a highly positive attitude is not considered important by employers as long as the work is undertaken satisfactorily. This is not the case for service workers who interact directly with the customer in retail, hospitality, call centres, etc. They have to present a positive image, which requires believing in or pretending to enjoy what they are doing.

Unfortunately, much as we may desire it, being happy and jolly all the time is not natural for most of us. Moreover, expressing emotions that are not felt or suppressing emotions that are felt can cause emotional dissonance and increase the possibility of stress and burnout