ARLINGTON, VA — A new white paper published by Serco examines the benefits of transforming contact center culture and the potential this has to impact the bottom line. It explores the importance of employee engagement to the contact center environment and examines both the theory, as well as examples of how it can work in practice.
Working with leading international performance coach, Jamil Qureshi, the paper takes a hard look at the impact of increasingly sophisticated technology on the contact center environment to boost personal productivity levels. It demonstrates how technology innovation and service improvement at an employee level are not always related; in fact, without strategic investment to align cultural change with ‘systems’ innovation, these two forces can be in conflict. The inescapable importance of call volume handling and ‘resolution’ at a quantitative level obscures manifold qualities valued by employees and customers alike.
“Customer service has to be an attitude, and not a process”, says Jamil. “A new methodology called ‘Think, Feel, Act’ focuses on the benefits and positive contributions others derive from their interaction with contact center staff. In turn, the success and satisfaction of the staff is defined by what they do rather than what their job title, description or function is. We must define ourselves by what the customer buys, not by what we sell.”
In the contact center environment, there needs to be a closer emotional connection between a customer and the value point they experience when dealing with an agent, salesperson or customer service representative. Adopting the tenets of ‘Think, Feel, Act’, encouraging contact center staff to think differently about who they are and what they can be, will result in them doing things differently – and better.
“There is a compelling opportunity for businesses and brands to cement loyalty and enhance the customer experience,” says Jan Lewis, Serco’s Transformation and Transition Program Manager. “Serco has started taking contact center staff on a ‘journey’ towards an employee engagement model that is fit for the industry of the future.”
The full white paper can be accessed at http://us.sercoglobal.com/about-us/thought-leadership-library/
And an accompanying video can be accessed at:Â http://www.sercoglobal.com/new-serco-whitepaper-employee-engagement-the-customer-service-revolution
