I was struggling with a topic for this post until this afternoon when it was handed to me in my inbox.
As I’m sure do all of you, I get dozens of email invites a day to webinars. And while I participate in many and appreciate the exposure to what’s being promoted on various social CRM, customer service and contact center topics, I wish I would be given more options as to the frequency of these notifications. But that’s a topic for another post: how to abuse your email list.
The email I received that sparked this post was titled “Top 50 Call Center Optimization Best Practices of 2009”. I read on and, here’s what I was invited to learn:
- Secrets of top call centers and how to successfully apply them (ok, I’ll let it pass that this was the fourth time the email referred to ‘call center’. So, these best practices don’t apply to email, chat, SMS, web self service, social CRM? Ok, not the point)
- Proven best practices for quality monitoring, workforce management, reporting and analysis, customer surveying, pre-hire assessment, training, desk top integration and automation
- Breakthrough strategies and techniques you can use to exceed customer expectations, raise performance and achieve your career goals
- Powerful new ways to hire the best employees, set and measure the right performance objectives, accurately forecast workload and schedules, improve quality of service, effectively survey customers to boost satisfaction and win the support of top executives
- About new call center optimization solutions that are affordable to organizations of all sizes (damn, there’s the sales pitch)
Whew! That’s some list for a 60 minute presentation. But again, not the point.
The point , or more the question, I’m pondering is where’s the customer in this list? Oh sure, it gives obligatory mention to ‘techniques…to exceed customer expectations” like the sales course that will teach you the magic question to get your prospect to say ‘yes’. And, ‘effectively survey customers to boost satisfaction’ like the process of surveying customers is going to create a delightful experience.
But in reality, this is a webinar that could have been delivered 20 years ago (if webinars existed then)
So, what’s missing? The customer. The customer’s wants. The customer’s needs. The customer’s point of view.
Is this as far as we’ve come in thinking about customer service and the ‘call center’?
If you were writing the agenda for this webinar, what would be at the top of your list?