Home > Columns > CRM Columns
Happy Employees, Happy Customers
Contributed article by Renaud Charvet, CEO of Ringover
~ The secret to unlocking both employee and
customer satisfaction ~
United States businessman Harry Gordon
Selfridge was one of the first influential people to triumph the phrase “the
customer is always right”. A saying that’s traced back to the late 1800s and
still valued today, keeping customers happy is key. But ensuring customer
happiness requires a domino effect — starting with employee satisfaction. Here,
Renaud Charvet, CEO of business
telephony provider Ringover, explains how the right business technology can
enhance employee satisfaction and improve customer experience.
Good customer experience starts with good employee
experience. When employees aren’t happy at work, their interactions with
customers suffer as a result, which can have detrimental repercussions for a
business and its reputation.
The impact of employees on customers
Delivering good customer service has never
been more crucial. A PwC
survey examining customer experience found that in the United States, even
when people love a company or product, over half will walk away after several
bad experiences, and 65 per cent believing a positive experience is more
influential than great advertising.
While companies must acknowledge the importance
of delivering good service, they should also understand the pressure this can
place on their teams. The Microsoft
2022 Work Trend Index, a study of more than 30,000 employees across 31
countries, predicts that over 40 per cent of the workforce is contemplating leaving
their current jobs in the coming year. The main reason why? They feel their
workload is unreasonable.
Contact and call centers often have a reputation
for being high-stress workplaces. Widely associated with workers being
monitored electronically, having tightly controlled schedules and taking an
average of 50 calls a day, call centers can be challenging work environments if
employees don’t receive sufficient support.
In 2021, almost 300,000 agents were employed,
with most centers located in Texas, Florida and California. According to data
from Cornell University, almost 90 per cent of employees in call centers report
high-stress levels. A further 50 per cent of the agents surveyed said they felt
emotionally drained, suffered sleep problems and experienced burnout. Combined,
these issues can be a dangerous cocktail for employee dissatisfaction.
What’s more, research from Avaya found that
per cent of agents think their companies don’t always provide the
technology they need to address customer service challenges, with 34 per cent
admitting they don’t have the right data in front of them when speaking with a
customer. So how can call center managers help?
Tech is here to help
Giving call center agents the tools to make
their jobs easier will undoubtedly lead to less stress, greater employee
satisfaction and a better experience all round. This should start with a good customer
relationship management (CRM) strategy — which is the blueprint for how a
business will maintain the relationship between its customers and its customer
service teams. It encompasses all the activities, strategies and technologies a
business needs manage interactions with existing and prospective customers.
With a third of agents without the right
data in front of them when speaking to a customer, having the right CRM for
your business is key to turning this around. Consolidating data into one
central location, meaning tasks can be completed more efficiently and with
confidence when addressing the customer, will assist employees in meeting
deadlines and managing their workload — reducing stress and granting better job
However, to unlock the full potential of a
CRM system, it must easily integrate with other vital business applications. Ringover
can integrate with multiple CRM systems to
offer businesses more than just a telephony system, meaning any area of a business
can unite its communications technology with its CRM software. In doing so, companies
can match the tools they need to communicate with their customers, with the
tools that help them build relationships and work more effectively.
With customers prepared to leave a brand
after just a few bad experiences, businesses must pay attention to the impact
low employee satisfaction can have on the customer experience. Businesses must invest
in their employees by providing them with all the tools possible to make their
jobs as efficient as possible and improve satisfaction.
About Ringover: A leader in cloud
communications, Ringover seamlessly combines unlimited calling, group messaging
and video conferencing into one easy-to-use app. No expertise is needed to set
up and integrates with your CRM or helpdesk tools. Within a few clicks, you’ve
gained access to all the data you need to enhance your call centre or sales
team’s performance and boost customer engagement.