![]() ![]() Why is this contact center overstaffing necessary? When your absolute bottom line is, as it is at Zappos, to make an emotional connection with each caller, it creates great variability in call length. Ultimately, the customer regained hope that the upcoming wedding would be other than a torture-fest, at which point, browsing together while still on the call, Madison and the customer managed to find a new, likely candidate for pain-free but dressy footwear. It seems like every other conversation I have with my aunt, who has elegant, narrow feet like you, has centered on this.” As you can imagine, soon the two of them were besties. Madison responds with great sympathy and passion: “Honestly, ‘narrows’ are the worst! It’s almost like the whole industry has conspired against people with narrow feet. Let’s listen in on Madison, an experienced and proficient Zappos employee who’s working the phones when a customer calls in, distraught over the challenges of finding a comfortable shoe in “narrow” for an upcoming family wedding. Hear a kid in the background, ditto.” Or (and this is perhaps most common), connect over the details of the customer’s order or the particular question or difficulty that has them calling in–but in a way that goes beyond a “just the facts” approach. “We want to distinguish the service experience for every customer, on each and every phone call,” says Megan Petrini, a customer service trainer/ training facilitator for Zappos Insights, the training arm of Zappos that offers programs designed to help other companies learn the ways of Zappos, including one called, literally, “School of Wow.” “The connection can be anything, as long as it authentically relates to the customer. In fact, Zappos commits itself to delivering wow–or at least a wow attempt–on every phone call that employees field in its contact center, employees who are called, in Zapposspeak, the Customer Loyalty Team. ![]() In the context of Zappos, a company whose stated purpose is “To Live and Deliver WOW,” “wow” is typically delivered over the phone, the humble vessel that Zappos considers to be its most important connection with customers. Or they can be achieved through the use of the right words in conversation, words that make an emotional connection that transcends the transactional. I define wow customer service as “service that goes beyond fulfilling basic customer expectations and does so in a creative, unexpected way.” These "wow connections" can be achieved by an employee taking special action: action that is customized for that particular customer and goes beyond the expectations of a mercantile, pay-for-play relationship.
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