BLOG: Familiarity breeds content

I read some interesting research from Oxford University that described how the over-familiar language used by call centre agents can irritate customers. Personally, I don’t have a problem with call centre agents trying to build rapport while they’re on the phones. After all they’re human as well and, though some people might find it hard to believe, most agents actually deliver a better service when they can interact freely with the other person at the end of the line.

However, it’s the real time relationship between the agent and customer that is the true driver of customisation. It is not something that is planned and structured by someone sitting in the marketing department. Customisation should be spontaneous. Problems arise when agents in their personal dialogue with customers, be it via email, phone or internet, do not have the power to act on what the customer tells them and are forced to remain within the constraints of a pre-written script.

Ask most people how contact centres can best personalise their customer service, and I guarantee you that most people will rate ‘remember my past communications’ or ‘communicate via my chosen channel’ over ‘constantly use my first name to build rapport’. It’s the power of the human touch of the agent combined with technology that delivers true customisation, it’s not something that can be learnt from a manual.

by Neville Upton, Oct 20 2008, 04:20 PM