Customer satisfactionis a pretty simple game – and it really is a game, considering the company in any particular industry that scores better in customer sat wins the market. 

In order to win, customer service agents must be equipped with the right tools and information from the outset, whether it is an inbound call or outbound solicitation.  It seems logical that outbound agents would be better prepared, since they are typically soliciting based on specific criteria.  But, often, they have a very basic script from which to work and, when customers throw them off course with an unexpected questions, they too often lose the prospect altogether – especially when customers are asked to repeat the same information multiple times.

In addition to basic account information, agents must know how and when to up-sell and cross-sell, and what the ramifications are to each caller based on their current products or services.  For instance, for cable customers, what impact will switching to triple play have on the overall bill?  What happens at the end of the 12-month promotional price period?  Based on current rates, what will the monthly bill be then?  What happens if I don’t like the new services?  Will there be a disruption of service during installation?  How long will installation take? 

I could go on with countless questions, but you get the point. 

When engaging a customer, agents must expect to be asked questions about the products they are soliciting, especially when calling upon long-term clients, who are likely to be most satisfied with their current service(s).  In addition, agent must be trained to ask the right questions based on existing services – not simply read from a preset script – and then listen to the responses, and then formulate the most effective sales strategy on the fly.

Agent: I’m calling today to find out how happy you are with your cable service.

Customer: I love my phone service but am not pleased with the quality of the TV signal.

Agent: I’m sorry to hear that.  I noticed you don’t currently subscribe to our DVR service.

Wrong. 

To learn more about the right way to engage and convert customers, join Dorean Kass, director of consumer facing markets, TARGUSinfo, and his special guest, InfoCision’s CMO Ken Dawson, as they discuss how to leverage customer intelligence at the point of contact.

It’s worth noting that InfoCision, which refers to its agents as communicators, is as well-equipped as anyone for this, having won Customer Interaction Solutions magazine’s MVP Quality Award 18 years in a row. 

The two are teaming up for a Webinar, called Who’s on the Line: Indentify and Value Prospects and Customers, April 14, 2011 at 2pm EST, where they will explore methods for not only identifying opportunities at the point of contact, but also how to re-engage customers and prospects who might initially have rejected opportunities.

Don’t miss this opportunity to learn how you can enhance your sales and marketing operations with a few simple initiatives.  Register today!