We've all encountered them -- customers who love to talk about everything except why they called! And although we appreciate their level of engagement, we have a job to do and other customers to serve. Managing talk time is one of the most challenging aspects of being a Customer Service Rep. While many organizations are rightfully moving away from ATT (average talk time) as a key performance measure for agents (in favor of First Contact Resolution), it remains a vital cost management metric that continues to require our attention. That’s because effective management of ATT is not just about managing time; it's about balancing efficiency, professionalism, and customer satisfaction.
Understanding the Importance of Call Control
Call control refers to the ability of a Customer Service Rep to manage the direction and flow of a conversation while addressing the customer's needs effectively. This skill is essential for several reasons:
Efficiency: By guiding the conversation, CSRs can reduce call handling time, allowing them to assist more customers in a shorter period.
Customer Satisfaction: When customers feel that their issues are resolved quickly and efficiently, their overall satisfaction increases.
Professionalism: Maintaining control over the call ensures that the interaction remains structured and professional, reflecting positively on the company.
Key Principles of Call Control
Before exploring specific techniques, it's essential to understand the foundational principles of call control. These principles help Customer Service Reps navigate conversations effectively while maintaining a positive customer experience.
1. Active Listening
Active listening involves fully concentrating, understanding, responding, and then remembering what the customer says. It's more than just hearing words; it's about understanding the underlying issues and emotions.
Tips for Active Listening:
Stay Focused: Avoid distractions and concentrate on the customer's words.
Show Empathy: Use empathetic phrases like, "I understand how frustrating this must be for you."
Reflect and Clarify: Repeat what the customer said to ensure understanding. For example, "So, if I understand correctly, the issue is with…"
2. Clear Communication
Clear communication ensures that the customer understands the information or instructions provided. It involves being concise, avoiding jargon, and confirming understanding.
Tips for Clear Communication:
Be Concise: Provide information in a straightforward manner.
Use Simple Language: Avoid technical jargon that might confuse the customer.
Confirm Understanding: Ask the customer to confirm their understanding. For example, "Can you please confirm that you have received the email?"
3. Balance Empathy with Assertiveness
Balancing empathy with assertiveness helps manage the conversation while ensuring the customer feels heard and valued.
Tips for Empathy and Assertiveness:
Empathize with the Customer: Acknowledge their feelings and concerns at the first available opportunity. This critical step assures the customer that you hear them and their concerns.
Be Assertive: Guide the conversation back on track when necessary. For example, "I understand your concern about the billing, but let's first resolve the service issue."
Techniques for Managing Rambling Customers
One of the common challenges Customer Service Reps face is managing customers who ramble or go off-topic. Here are some techniques to handle such situations effectively.
1. Redirecting the Conversation
When customers start to ramble, gently guide them back to the main topic. This can be done using phrases acknowledging their concerns while steering the conversation.
Examples:
- "Let's get back to your main concern…"
- "I understand, and to help you with…"
Scenario Example:
Customer: "And then my friend told me about this other product, and we went on a trip, and..."
Agent: "That sounds interesting! To help you with your current issue, let's focus on your account details."
2. Summarizing and Confirming
Summarizing what the customer has said helps refocus the conversation. It shows you're listening and allows you to steer the discussion.
Examples:
- "So what you are saying is that…"
- "Just to confirm, you're experiencing problems with…"
Scenario Example:
Customer: "I've been having this issue for weeks. Last month, something similar happened..."
Agent: "I understand you've been facing this issue for a while. To resolve it quickly, can you confirm if the problem is with your billing or service?"
3. Using Closed-Ended Questions
Using closed-ended questions can guide the conversation by requiring short, specific answers. This helps gather the necessary information without letting the customer drift off-topic.
Examples:
- "Is the issue happening right now?"
- "Can you confirm if the billing error is still present?"
Scenario Example:
Customer: "I've called so many times about this, and each time something different happens..."
Agent: "I apologize that you’ve had to call so many times. Can you tell me if you're experiencing the issue right now?"
Techniques for Handling Off-Topic Conversations
Off-topic conversations can derail a call, making resolving the customer's issue difficult. Here are some strategies to handle such situations:
1. Identifying Off-Topic Comments
Recognizing when a customer is going off-topic is the first step. This involves actively listening and identifying when the conversation strays from the main issue or delves into information that is not relevant to the current situation.
Scenario Example:
Customer: "How about that game last night? Are you a football fan? I sure am!”
Customer: “I purchased this item from your competitor last year, and they said that the reason for late delivery was a supply chain problem.”
2. Polite Interruptions
Sometimes, it may be necessary to interrupt the customer politely to regain control. Use respectful phrases to steer the conversation back.
Examples:
- "I appreciate that, but to assist you further…"
- "To address your main concern…"
Scenario Example:
Customer: "And another thing, I think your company should really..."
Agent: "I appreciate your feedback. To address your main concern about your service, let's check your account details."
3. Setting the Agenda
Setting a clear agenda at the beginning of the call can help prevent rambling. Outline what you'll cover and stick to it.
Examples:
- "Today, we'll go through your billing issue first, then address your service concern."
- "Let's start with updating your account details and then move on to scheduling your appointment."
Scenario Example:
Agent: "In order to get you set up as a new patient, let me gather your contact and insurance information first, then we can find the first available appointment. Let’s start with your insurance…"
Role-Playing Exercises
Practicing through role-playing exercises is an excellent way to help Customer Service Reps master these techniques. Here’s a sample exercise:
Scenario: The customer is having trouble connecting to the corporate website.
Customer: "So, I’ve been dealing with this issue for weeks, and it’s just one thing after another. I spoke to several agents..."
Options:
1. "That sounds frustrating. Let’s check your current settings to see if we can get to the bottom of this. Okay?"
2. "I’m sorry to hear that. Can you tell me more about your experience with our agents?"
Correct Answer: Option 1
This response acknowledges the customer’s frustration and redirects the conversation to the current issue. While empathy is important, asking about a past experience may lead to further off-topic details and doesn’t address the issue at hand.
Handling Difficult Customers
Dealing with difficult customers requires patience, composure, and practical strategies to de-escalate the situation while maintaining control.
1. Maintaining composure
Staying calm and professional is crucial when dealing with irate customers. Take deep breaths and remain focused on resolving the issue.
2. De-escalation Strategies
Use techniques to calm irate customers, such as acknowledging their frustration and offering solutions.
Examples:
- “I understand your frustration. Let’s work together to resolve this.”
- “I apologize for the inconvenience. Here’s what we can do to fix this…”
3. Escalation Procedures
Know when and how to escalate the call to a supervisor if the issue cannot be resolved at your level.
Examples:
- “I’m going to escalate this issue to my supervisor for further assistance.”
- “Let me connect you with a supervisor who can provide additional support.”
Scenario Example:
Customer: "This is unacceptable! I’ve had enough of these issues."
Agent: "I understand your frustration. Let’s work together to resolve this. Can you provide your account number so I can assist you further?"
Leveraging Technology and Tools
Technology can assist in controlling calls. Here are some tools and methods to streamline call management:
1. Using Call Scripts
Call scripts provide a structured approach to managing calls, ensuring that all necessary information is covered efficiently.
Examples:
- Following a script for common issues.
- Using pre-approved phrases to guide the conversation.
2. CRM and Call Management Systems
Customer Relationship Management (CRM) systems and call management tools can help streamline the process by providing quick access to customer information and contact history.
3. Continuous Improvement
Mastering call control is an ongoing process. Regularly monitor your calls, seek feedback, and reflect on your performance to identify areas for improvement.
Participate in regular refreshers and advanced training sessions to keep your skills sharp and updated.
Conclusion
To recap, controlling customer service calls involves:
Understanding the Importance of Call Control: Efficient call handling, customer satisfaction, and professionalism.
Applying Key Principles: Active listening, clear communication, empathy, and assertiveness.
Managing Rambling Customers: Redirecting the conversation, summarizing and confirming, and using closed-ended questions.
Handling Off-Topic Conversations: Identifying off-topic comments, using polite interruptions, and setting the agenda.
Dealing with Difficult Customers: Maintaining composure, using de-escalation strategies, and following escalation procedures.
Leveraging Technology and Tools: Using call scripts and CRM systems to streamline call management.
Continuous Improvement: Regularly monitoring calls, seeking feedback, self-assessing, and participating in ongoing training.
By mastering these techniques, Customer Service Reps can ensure a more focused, efficient, and positive customer service experience.
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