The Call Center as a Positive Differentiator


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This is the fifth and final post in a series about customer experiences in the call center

The call center is still the most important service outlet a company has, and it’s in crisis. Agents are disengaged and unhappy, and they pass those feelings on to customers, who are, as a result, dissatisfied and disloyal. Call centers need agents to demonstrate real empathy and build rapport with customers, who are crying out for a better experience on the phone.

However, with the technology and metrics currently in place at most call centers, there is little managers can do to improve the situation. Methods and analytics for training agents and measuring both their level of engagement during calls and the experience of customers are insufficient.

Call center managers have no way to measure empathy and rapport, the elements that are at the heart of transforming the call center from a daily grind to a vibrant environment in which agents and customers partner to solve problems. Overall, poor performance of call centers is costing companies both customers and money, and companies that can improve their call centers can snag major shares of revenue from competitors.

Real-time behavioral signals analysis is the solution companies must adopt in order to reverse negative trends in the call center. Only behavioral signals analysis can provide a fair, useful measure of agent performance and give managers the tools they need to properly train and mentor agents. Companies also need the feedback on customer emotions and reactions, and predictive analysis of customer actions, that only real-time behavioral analysis can provide.

These real-time capabilities serve all stakeholders in the call center. They enable agents to feel engaged and useful at their jobs, improving customer service and reducing the rate of agent churn. They give supervisors the tools and metrics they need to properly evaluate and train agents. They provide measurement of customer experience that no other method can provide, and by enabling agents to better do their jobs, they greatly improve customer engagement. Ultimately, they enable companies to build satisfied, loyal customer bases and capture revenue from companies with underperforming call centers. The call center becomes a positive differentiator.

Cogito Dialog brings revolutionary behavioral signals and voice analysis to the call center. Cogito Dialog monitors 100 percent of calls in real time, visually guiding agents as they speak, and measuring both agent engagement and customer experience with metrics that previously were not available.

With live prompts from Dialog, agents can be sure to listen to customers as well as to speak clearly and confidently. As a result, they can engage customers in conversation with energy and professionalism, demonstrating understanding of customers’ concerns and showing commitment to and interest in helping customers find ideal solutions. Companies can create call centers that demonstrate empathy and build rapport, with agents who are actively engaged with customers and supervisors who have the tools they need to train and mentor agents.

The technology in Cogito Dialog is so effective at understanding human behavior that the US Veterans Administration is using it to help prevent suicides among veterans. The application was born at the very highest levels of scientific innovation, developed at MIT and tested by DARPA. Cogito Dialog is the first solution crated collaboratively by software engineers and behavioral scientists working together.

Cogito Dialog has driven success in the healthcare and insurance industries, and now this revolutionary technology is available to call centers regardless of industry. Companies that implement Cogito Dialog and embrace real-time behavioral signals will be able to demonstrate how much they love their customers—and reap the rewards of converting the call center from a call factory into a place where customers and agents love to engage one another in meaningful exchanges that result in improved agent productivity and increased customer loyalty.

Joshua Feast
Joshua Feast is CEO and co-founder of Cogito Corp. His focus is on enabling Cogito's customers to achieve the next level of enterprise responsiveness and on expanding Cogito's contribution to the field of human behavior understanding. His track-record includes over a decade of delivery to human services, government and financial services organizations. Joshua holds an MBA from the MIT Sloan School of Management where he was the Platinum-Triangle Fulbright Scholar in Entrepreneurship, and a Bachelor of Technology from Massey University in New Zealand.


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