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Zendor Offers Multi-channel Retailers Advice on Call Centre Training

Press Release

By: Zendor
23 May 2005

The call centre is one of the most frequently outsourced elements of a retailer’s multi-channel proposition and is vital to success. Customers judge a business on the competency of its customer services staff and this is especially important in distance shopping as customer interaction is limited. In-depth training of call centre staff, whether outsourced or not, is necessary to ensure seamless brand representation, increasing customer confidence, customer loyalty and retention. With this in mind, the following tips for retailers on how to prepare and train call centre staff have been provided by distance selling and multi-channel experts, Zendor:

• Communication is key - Open communication between the core team and call centre operatives, in and beyond training sessions, is essential so that they feel valued and part of the multi-channel team (especially important in an outsourced environment).
• Define the retail strategy - For call centre staff to understand how they fit into your overall strategy, communicate your company background and plans for growth and development and in doing so make the staff feel involved.
• Ensure brand values and key messages are understood - By educating call centre staff about your brand, what it stands for, and your target market, the staff will be better equipped to meet customers’ expectations.
• Cross promotion - To drive web, catalogue and store activity effectively, staff need to be trained on all areas of the business. This will help them gain a better understanding of the products, services and information offered across all channels.
• Familiarise staff with the product range - By conducting thorough product training, call centre staff will be well versed in the range of products that are offered, enabling them to be confident representatives of your brand with the ability to cross and up-sell.
• Brief staff on service specifics - Call centre staff should be aware of added value services (such as gift wrapping) so that they can inform customers of all the service options available. Likewise, they should also be educated on product lead times and forewarn customers of any possible delays. They also need to be aware of delivery and returns policies. This will improve your relationship with the customer and enable any problems to be quickly identified and resolved.
• Campaign awareness - To maintain consistency in marketing activities and to help measure consumer response across all channels, call centre staff need to be aware of all promotions and loyalty schemes.

Even outsourced call centre staff can appear as a seamless extension to your business, given the right training and product knowledge. A quality distance shopping experience is one where a retailer’s brand and business is represented consistently throughout every step of the purchase process, ultimately increasing customer confidence and trust.