Mike Ashe, Vice President and Account Executive at Mattersight, discussed how a company can have easy, effortless conversations with its customers during a Thought Leadership Spotlight Presented by Mattersight at the 2014 Customer Care Leadership Forum in Denver on Sept. 11. In his presentation, “Personality Matters,” Ashe noted how a company’s employees interact with customers can have the same effects as an advertisement.
According to Ashe, language is important, especially for call center agents. Listening to a call center representative, Ashe said, enables a company to learn about this agent’s personality and how he or she builds relationships with customers. Ashe added a call center agent needs to express emotions and show that he or she is empathetic to help a company improve its customer satisfaction levels: “A thoughts-based person does not want to hear ‘I’m sorry.’ They want to hear ‘Okay, I’m going to take responsibility for your issue. Here are the three things I’m going to do,’ and as soon as you say that they write down on their pad one, two, three, because they always take notes, they always know who they spoke with.”
Data often is secondary for customers, Ashe said. If a call center agent makes a customer feel appreciated, Ashe pointed out, this representative can be a valuable contributor to his or her company: “There is a good way and a bad way to handle that call. The right way is for someone to say, ‘Thank you so much for taking your time to call in. You’re making Compaq the best computer company we can be,’ so we can be acquired by Hewlett-Packard. The wrong way to handle that is to say, ‘Why did you call? Why did you bother?’ because then they would feel disrespected.”
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