The challenge of engaging customer charmers
The challenge of keeping employees "updated": it is necessary to learn how to react to different situations, in front of differ customer profiles. Companies developing direct relationship with consumers therefore represent a major challenge.
Data: 16.04.2020
By Melissa Lulio | Consumidor Moderno
Employee training is one of the challenges experienced by companies operating in the CRM sector. AlmavivA does not give up five elements in this process
Script is a word that makes no sense at a time when the consumer assumes different facets and identities throughout life. It is no longer up to employees to repeat the same speeches – and companies still using this strategy are no longer competitive and can be left behind. Then it comes the challenge of keeping these employees “updated”: it is necessary to learn how to react to different situations, in front of differ customer profiles. Companies developing direct relationship with consumers therefore represent a major challenge.
In addition, most employees working in such a business model are at their first work experience. And they need to be closely monitored in order to become great relationship professionals. That is why, in AlmavivA, the second largest privately held Company in Brazil, there is a large investment in training.
Training takes place in different formats: face-to-face and online. In digital, which is in essence more dynamic, classes happen in pills, and are much faster. Individually, there is the most complex learning.
The highlight of this process, however, is the focus on the five most frequent contact types. That is: employees become experts in the main motivations behind consumer interactions. The teaching is done through gamification models, in a game similar to Candy Crush – loved by young people.
The individual is challenged to perform: first, a change of address, with a time limit of three minutes. After overcoming this phase, an obstacle is added – a systemic unavailability, for example, that generates the need for dialogue with the Back-Office. And so on. “We work on all possible scenarios in this direction,” explains Sheila Saito, Director of Quality, Training and Monitoring at AlmavivA.
She also states that the Company, too, adopts the use of simulators because, when they start assisting consumers, employees are already accustomed to the scenario. To maintain the quality of the training, a governance meeting is held, in which the indicators are carefully observed, so that there is a constant improvement in training. “We train the employee for all possible situations, but we reinforce the most recurrent,” he says.
André Pandolfi, New Business and Marketing Managing Director, points out that the challenge for companies is to meet consumer demands by dealing with behavior changes and adds: “training is one of the most important strategies to prepare our employees in order to exceed our customer expectations, making consumer journeyincreasingly effective. By adopting a methodology that ensures a customer-centric process, together with our technological DNA, we also ensure a change in the profile of people working in the Contact Center sector, allowing, for example, agents to assume the role of consultants.
For the employee to learn about customer behavior, AlmavivA develops a training focused on five modules, identified by the hashtag #EUGEESC (I generate experience, enchantment and customer satisfaction).
1. Persona
Who are the customers? At this stage, the employee understands that each individual has a way of expressing himself or herself, of understanding information. And the service needs to match this scenario. “We explained that, before, people did not have as much access to information, but today they come into contact already knowing a lot about the product or service”, says the executive. “That’s why employees need to know everything about it.”
2. Customer Experience
Understanding the customer experience is essential for employee evolution. Therefore, in this module a journey,is designed, with a cycle of service. In addition, the so-called “Disney way of meeting” is taught, a major reference in the subject.
3. I Charm
This step, as well as the following two, is done by presenting videos. In this case, employees tell how the service guidelines generate, in practice, a positive experience for customers.
4. My Quest
The stories of agents engaged, at this step, are shown in videos.
5. I Got It
Employees who began their careers as attendants tell how they have come to more complex roles – even in management positions.