Improve the Performance of Customer Service Teams
Your frontline customer service teams are the primary point of contact between your business and customers. Therefore, the appearance, attitude, knowledge and actions inform the perception of your brand. So, if your reputation depends on customer service teams, consistently high performance is a must. We explore how you can make that happen.
What Makes an Ideal Customer Service Team Member?
A successful customer service team has many qualities. Firstly, you want them to be helpful, informed and proactive. You also need them to stay focused, listen and personalise interactions to convince buyers or resolve issues. Equally, they must be productive and help avoid a queue.
You need teams with a positive and collaborative attitude, who are adept at attracting and retaining customers. In addition, they should follow procedures, accurately complete the necessary documentation and comply with industry regulations.
What’s more, your customer service team need to competently respond to complaints, demanding customers and those who are frustrated, upset, distressed and confused. They need to do this with empathy, and while retaining the highest levels of professionalism.
The State of Customer Service Satisfaction
So, we know what is needed. Yet, the Institute of Customer Service UK Satisfaction Index* from July 2024 revealed the lowest levels in 14 years. Over 60,000 consumers identified brands that were performing well, including Timpson and Nationwide, however, the general feeling was that service levels had declined.
Being directed online or to self-service facilities rather than having the option to talk to someone was one factor driving the feedback. Yet, several leading UK companies recently announced plans** to make further cuts to their customer service teams.
Another issue is retaining good customer service teams. In the 2024 Quinyx Frontline Report***, many feel their role is undervalued and underpaid. These are the primary reasons for seeking out alternative employment.
How to Improve Customer Service Team Performance
When you consider what you are looking for your customer service team to provide, you realise it is a big ask. You can’t simply recruit, provide a basic induction and minimum wage and expect top performance. Yet, this is what is happening in many organisations.
If you want a helpful and informed team, they need time to get to know your products, services and processes inside out. They must be given regular opportunities to learn about the latest offers and updates and ideally opportunities to try some out.
They also need to understand and align with company values. These should be led by example and embedded across the business. Equally, the management team should demonstrate in team communications what it means to actively listen, respond appropriately, collaborate and retain a positive attitude. When this is the company standard, it naturally becomes the customer service standard.
In addition, customer service teams need training in dealing with difficult customer conversations. All too frequently, these include angry, emotionally distressed or suicidal customers. It is also beneficial to learn techniques to support resilience and well-being following challenging interactions. When teams feel properly equipped and supported, they can meet the demands of the role while avoiding burnout.
Ways to Value & Retain Customer Service Teams
One of the biggest gripes is the low status and pay given to customer service teams. So, recognising and valuing their contribution is important. If you are not in a position to increase wages, consider other incentives to reward performance.
In addition, you can:
- Introduce a rota to give everyone time away from direct customer interactions during their shift.
- Step in to help clear a queue when a team member needs to spend longer with a difficult or distressed customer.
- Respect the customer insight that frontline teams have and ask for their input in reviewing products and services or new designs.
- Share positive customer feedback with the team.
When teams feel valued and supported, the chances of achieving a consistently high level of customer service are greatly increased. As Timpson achieved the highest customer satisfaction score, you might be interested to hear James Timpson explain his business philosophy.
Happier employees lead to a positive work environment, which aids retention and saves recruitment costs. What’s more, the Customer Service Satisfaction Index* revealed a correlation between the highest-scoring companies and stronger financial performance. As a result, you can view investment in your customer service team as delivering a tangible return.
Training & Resources for Customer Service Teams
We provide training for frontline teams on dealing with difficult customer conversations, including financial struggles, death and suicide. In addition, our newly launched training course shares techniques that build resilience and well-being.
In addition, we can equip your teams with valuable resources. These include our Quick Guides which can be referenced during difficult customer conversations and a signposting document full of specialist support services.
If you would like to discuss your requirements, contact us and we will recommend appropriate training and/or resources to meet your needs and budget.
* https://www.instituteofcustomerservice.com/research-insight/ukcsi/
** https://www.cxnetwork.com/contact-center/news/uk-customer-service-departments-downsize
*** https://www.quinyx.com/en-gb/uk-frontline-workforce-2024
About the author.
Helen Pettifer FRSA.
Helen Pettifer is Director of Helen Pettifer Training Ltd and a specialist in the fair treatment of vulnerable customers.
She has a background in call centre management and is committed to customer service excellence. Her training ensures front-line staff gain the awareness and resources to confidently identify and respond to signs of vulnerability.
Helen Pettifer is a British Standards Institution (BSI) associate consultant for BS 22458: 2022 Consumer Vulnerability, a Mental Health First Aider, a Suicide First Aider, a Dementia Friend, and a Friends Against Scams Champion. Recognised as a changemaker, she was invited to become a Fellow of the Royal Society of Arts in 2022.
