“I don’t know” is one of the worst answers a customer care center employee can give. To ensure a brand appears to be professional and knowledgeable, its representatives must have a complete understanding of its products and services.
Knowing everything there is to know about a business’s offerings goes beyond reading the necessary educational materials and committing common answers to memory. Here are five strategies to ensure care agents have a total understanding of the products and services the customers will make contact about:
1. Prioritize product knowledge during training
A company needs to prioritize product and service knowledge during initial training – and even before that. Business.com said knowledge of merchandise is an important skill employers should seek during the hiring process. If a care agent has a basic aptitude for the industry, they will not only take to training faster, they may invest in pursuing outside sources of knowledge due to interest.
It can be hard to find workers with soft skills like empathy and communication as well as technical aptitude. This is why many organizations turn to third-party customer relationship management solutions to outsource contact center services or bring product professionals up to speed on how to provide proper care.
“Being overly familiar with a product or service could actually lead to problems.”
2. Approach questions from consumer point of view
Being overly familiar with a product or service could actually lead to problems, according to Forbes. When a care agent instantly recognizes what resolution needs to take place or the precise problem, he or she may skip steps when it comes time to relate the information to the consumer. Customer care centers need to find ways to have the knowledge of experts, but think like novices.
It’s usually helpful to explore the educational materials delivered to consumers. Care agents and their managers should read advertisements and online resources to see what information consumers will have at their disposal. If a company representative recognizes what customers should know and what the brand communicates, he or she will recognize the dissonance between the two knowledge sets.
3. Talk to every department
Integration between the customer care center and the rest of the business should be beneficial to all parties involved. The department that manufactures the merchandise can provide valuable data when technical questions come up. The product design team should also be interested in hearing consumer feedback collected by care agents.
Customer relationship management software should centralize information and make it easy to share with the rest of the company. Care agents can provide consistent and informed consumer interactions when they all reference a unified collection of data. The details captured from these engagements should be shared with the overall organization to demonstrate the care center’s value and inform future plans and product educational materials.
4. Explore outside sources of product data
When a company manufactures a certain item, the questions it receives from consumers may come from the public’s knowledge of a similar product. This means care center agents may have to be fairly familiar with other brands and models.
A customer care center should investigate information submitted by consumers to see where they get their data. The Marketing Donut said organizations need to carefully monitor relationships with each of their customers and search public opinions. Social media solutions can help businesses search public forums for insight on the general public’s knowledge and opinions on products and services.
5. Use the product and services
There is no better teacher than experience. Companies should provide their employees with the products and services they will have to advocate. Once a care agent uses the merchandise, the problems and preferences of consumers are no longer theoretical because business representatives become customers. This makes it easier to empathize and communicate with people who make contact from a place of mutual understanding.