CRM Software Is Just One Step Toward Powerful Customer Experiences

Colin Beasty at CRM Outsiders picked up on a story about how Dubai tourism officials hope that customer service training for taxi drivers can improve consistency for passengers while enhancing the city's reputation.

Researchers have studied how London's famous "Black Cab" drivers manage to blend high levels of technical skills with the degree of social interaction required to provide passengers with powerful, positive experiences. Brain scans indicate that a skilled London cabbie can use multiple parts of the brain at once, operating a car while navigating complex roads and still engaging in conversation.

Some customer service supervisors believe that purchasing CRM software can automate at least a part of that equation. In reality, customer service agents--especially in call center environments--find themselves operating the office equivalent of a Black Cab. They've got to accurately navigate a CRM application, often while attempting to resolve a concern for a caller.

For instance, your representative can use that time to provide "call narration" to describe how the system works. Instead of denigrating your CRM application, he or she can explain exactly what is happening to a customer in positive terms. If the agent has to enter detailed information into the system, polite questions can reinforce the relationship element of the exchange. For instance:

"Before I can look up your order, I'll want to collect some information. May I ask you a few questions to find your account details?"

That phrase sounds better than: "my system won't let me tell you anything until I put in your name."

Likewise, if there's a lag time while processing complex searches, call center agents can explain a little about how their CRM application works:

"Right now, the system's searching through our database of all the flights available to find the best options for you."

Having a positive conversation about something instead of leaving dead air can keep a customer relationship warm. Over time, more highly skilled call center agents can learn how to engage customers on other topics, building rapport. Even the best CRM application can't generate a great customer relationship without help from a skilled agent's brain.