The Customer Service Revolution: Bringing Science to Sales Operations

The Customer Service Revolution
Mobile operators need to bring the same individual, scientific approach they’ve previously employed in 1:1 marketing to sales and service operations.

Our last blog post, Leading the Mobile Customer Experience Revolution: A Five-Part Path to Victory, covered the importance of an omni-channel, customer-centric business model, describing how mobile operators can remain relevant despite disruption by digitally-savvy market entrants.

While it is critically important to arm your sales team with the right tools that they need to drive excellent customer experiences, it is also important to recognize there are other operational pressures. There needs to be a new, holistic way of thinking about sales operations as we enter an age of more demanding and connected customers.

Anyone who has spent time on the front lines of the mobile industry understands it’s incredibly hard to operationalize and optimize performance in a highly variable, often unpredictable environment. Mobile operators need to bring the same individual, scientific approach they’ve previously employed in 1:1 marketing to sales and service operations. Here’s how to do it:

  • Vary peak time activities based on real-time traffic: In a perfect world with unlimited resources, every agent would focus on maximizing customer satisfaction and profitability during every interaction. In the real world, an organization needs to utilize the resources it has to ensure it delivers the best service it can to as many of its customers as possible. For example, during busy periods, sales opportunities may have to be placed temporarily on hold to ensure all customers are addressed within an acceptable timeframe. Managing this manually is like using a badly aimed sledge hammer to crack a nut, but managing this through an intelligent system allows the process to be optimized at a much more granular level with better results.
  • Employ outcome-based routing: Outcome-based routing matches the most appropriate, available agent to the exact type of customer request that’s coming through. When the technology is in place to quickly connect customers to the best person for their needs, customers have a better experience. Customers who have a superior experience are more likely to remain loyal to and make future purchases from a brand.
  • Leverage structured gamification: Bringing gamification into an organization is a great technique to incentivize the right sales representative behaviors. Using game mechanics, encouraging employee social engagement and competition, and optimizing the representatives’ user experience has been proven to improve sales performance. Don’t forget to link the gamification process to real-time outcomes to continually optimize games.
  • Develop self-learning feedback loops: Self-learning is an extremely useful tool to optimize and improve your system. This should be based on granular data from the representatives’ level to show what is working, and what isn’t. Big data and real-time analysis will be able to provide valuable insights to understand what customers are responding well to, and what needs to be changed.
  • This is a crucial time for mobile operators to completely reimagine the way they are currently running sales operations. By applying the same scientific methods applied to other areas of an organization to existing sales and service operations, operators can create a more efficient sales team, happier customers, and better bottom line.

    Series Note: Over the next few months we'll be breaking down this topic into a series, offering insight into how mobile operators can prepare for this revolution.