Breaking down the concept of authenticity


This term has such a nice ring to it, doesn’t it? It’s full of promise and potential. Entrepreneurs know that this is the key to building customer loyalty. And while all business organizations strive to exude this quality, very few actually do.

In this era where customers look up to brands not just for the quality of their products but, more importantly, for their good reputation, organizations need to exert a conscious effort to show sincerity. After all, demonstrating trustworthiness in all customer touchpoints has plenty of long-term advantages.

However, the ability of today’s customers to spot corporate insincerity makes this a real challenge. One of the best ways to show customers that you can be trusted is by delivering a one-of-a-kind customer experience.

In this area, call centers can help you. Authenticity is observable in three main areas of customer service.


1.     Language


Scripting and word choice can affect the way customers form ideas about you. If you want to sound sincere, it may be time to completely ditch your call center scripts.

Often, when customers take the time to call you instead of looking up online solutions to their concerns, they want to speak to a talking and breathing human. Now, if your agents are using a script, they’ll tend to sound robotic. Needless to say, you’ll end up disappointing your customers.

Instead of sticking to a script, train your agents to respond to customer queries in a professional yet personable manner. Having full knowledge about your products and services will help them speak confidently and deliver ideas in an organized sequence.


2.     Type and style of service


How do you deliver your services? What formalities are involved? Do you act like your customers’ friends or do you hold them in a higher regard?

There’s no formula to determine how relaxed or how formal, how friendly or how strictly professional call centers should be in communicating with customers. You should consider these aspects in setting the standards for your customer service:

•     customers’ cultural background
•     demographic characteristics (age, gender, employment, and other basic information)

But despite the relativity involved, all customer service representatives should treat their customers with respect.

Whatever the case may be, make sure to properly study your customers’ preferences in order to create the customer experience that perfectly suits your target market.


3.     Empathy


This is the quality that truly separates authentic customer service from other types of services. Responses to a customer’s concerns should be made with the customer’s situation in mind. Placing oneself in the client’s shoes is something not all call centers or their agents can do.

The last thing you want is to sound like you don’t really care and even respond in a condescending manner. Such a negative customer experience can drive people away from your brand. So make sure to emphasize empathy as you train your agents. This will help you build customer loyalty in the long run.



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