Call centers are still used as the first point of contact in many industries and maintaining efficient and productive operations is key to achieving results. As AI technology sweeps through the channel, many call centers are facing an uphill battle when it comes to keeping their human staff happy and motivated. That battle starts at the top as contact center leadership can greatly impact how motivated and productive frontline staff are or can be. With 58% (link) of consumers ready and willing to pay more for a product or service based on a positive customer experience, managers and supervisors are highlighting metrics that positively impact that interaction. Call center leadership plays a key role in how frontline reps perform and a balance of awareness and engagement is critical in getting the very best out of the team.
Leadership Drives Performance in Call Centers
There are so many cliches that cover the subject of leadership but the timeless ones refer to something rolling downhill. High intensity work environments such as call centers are dependent on frontline staff to deliver smooth and high quality customer interactions. Leadership plays a very important key role in highly structured call centers. Managers and supervisors who work towards a culture of performance will see a positive trickle down effect among frontline staff. Leadership that empowers teams to take ownership of the business and individual results will see higher productivity levels through increased motivation. The direct relationship between frontline teams and call center management allows for more opportunities to ‘lead by example’. Some traits of strong leaders are:
- Open door communication
- Delivery of feedback and metrics to staff on a consistent basis
- Transparency when changes in script or metrics occur
- Approachable and accessible to provide support and resources
Call centers have always been saddled with challenges when it comes to human resources but leaders who can create highly satisfying work environments will be in a position to get the best results from their teams.
Achieving High Performance
While the day to day operations for call centers are somewhat routine, there is strategy and planning involved when it comes to achieving positive customer interactions on a consistent basis. Savvy leadership will look beyond the walls of the call center to understand the customer perspective towards the business. Building a scripting strategy from the outside looking in can identify potential challenges the customer may encounter and streamline the entire call process, saving time and money. Strictly defining the representative’s priorities and workload will help them complete tasks in the most efficient manner without sacrificing time on phones. Providing focus to the team will help them understand goals and drive results. After understanding the entire customer experience and process, managers can create effective scripting that frontline teams rely on to deliver customer service and marketing messages. Engaging teams with ‘ideas from the trenches’ regarding campaign strategy and scripting is another path to promoting ownership and driving motivation in call centers.
Data Drives the Call Center
AI may be slowly revolutionizing the call center industry but humans are still critical in call center operations. The business itself will always be a results based industry where performance can be measured in numbers and pass / fail metrics. Strong leaders will clearly define the call center’s goals and frontline teams would be fully aware of what’s expected of them in terms of measured results. Communication of targets and understanding of expectations is critical in this fast paced and highly competitive business. High performing contact centers will have managers that hold staff accountable for those results and offer support and resources when results do not meet expectations. The concept of promoting ownership of the business within the team extends to individual targets as well. Detailed reporting can help managers identify individual strengths and weaknesses and pivot quickly to counter any negative results.
The Bottom Line
Industries such as airlines, financial, technical support and retailing depend on call centers as the first point of contact for customer service. Even with evolving AI technology, human interaction in contact center environments is expected to grow substantially. As customer experiences dictate potential future return from an individual, providing consistent top level service is fundamental to keeping and growing business. Call center managers who understand the pulse of their organization can provide better leadership which translates to higher performance and greater efficiency from the front line team. Leaders who strategize workloads and emphasize a culture of ownership and performance will see a positive impact on results and metrics. Leadership that engages human assets will create a positive work environment and drive motivation. Successful contact centers rely on top performing teams and setting that standard starts at the very top.