News & Insight

Busting the Conversation Myths: How Dialogue Can Impact Your Business

When you use conversation to talk, text, chat and email with your customers in a meaningful way, you can drive real results like improving customer satisfaction scores, increasing Net Promoter Score, and growing revenue. Here at STARTEK, we use the science of human communication to help engagement specialists respond to customer concerns with emotional understanding, educate customers in ways that reduce their anxiety, and anticipate their needs.

But because this approach flies in the face of popular thinking in the customer care industry, we often hear myths about human dialogue in the engagement (contact) center that continue to be perpetuated.

Myth #1: Conversation doesn’t help Net Promoter Scores and CSAT

Neuroscience findings show that communication has a profound physiological impact on us. It affects certain hormones involved in stress, trust, and other emotional states. Why is this important in the engagement center? Because Net Promoter Score (NPS) is not based on whether an engagement specialist solved a problem for a customer, it’s actually reflecting an emotional measurement of loyalty.

Likewise, most customer satisfaction (CSAT) surveys measure the afterglow of an experience, not the nuts and bolts of what happened. Delivering the kind of afterglow that makes customers respond positively when asked about satisfaction or loyalty takes engagement specialists who are conversation specialists.

Reducing your customer’s cortisol level

If a customer is feeling stress, he or she will find a reason to not like what your agent is saying. That’s cortisol at work. Known as the stress hormone, Cortisol can influence customer perception of the outcome of your interaction. That’s why stress-reducing conversational habits are critical for engagement specialists to master.

Myth #2: Conversation won’t work with my business objectives

Is one of your objectives to increase revenue? The principles of dialogue can help engagement specialists build rapport, which establishes trust and drives sales. Is an objective to reduce churn? With insightful questions, engagement specialists can identify the root causes of why a customer might be considering switching to a competitor. The list goes on, but the essence is that conversation not only helps you meet your business objectives, but it’s also the only way to really move the needle on those metrics you’re responsible for: first-call resolution, CSAT, customer retention, revenue, and more.

Myth #3: Turning agents into conversation specialists will break the bank

On the contrary, training engagement specialists in the principles of dialogue will get you measurable and sustainable return on investment. You’ll:

  • Shrink handle time (not increase it) by asking insightful questions rather than following scripts
  • Increase first-call resolution because you’ll get to the root of the issue
  • Cut repeat calls with the right questions to deflect issues that would come up later
  • Increase customer satisfaction and NPS

And finally, you’ll reduce employee attrition because now you’ve given them the tools and the empowerment to truly help others who need it.