Knowledge is a threshold expectation held by customers, whether it is regarding products, services or solutions. The customer who receives a confident answer to their question develops trust in the bank’s ability to accurately manage their finances. Their experience, whether it is via the branch or the call center, will leave them with a feeling of satisfaction and a desire to continue banking with the institution. Eighty-one percent of customers who felt the call center representative appeared knowledgeable said they were satisfied with the service they received, while only 16 percent were satisfied when the representative did not appear knowledgeable. Across all banks and credit unions, 90 percent of customers who spoke with a call center representative in the last two weeks claim that the representative appeared knowledgeable. Customers of small banks (less than 300 branches) recall the representative being knowledgeable the most, at 94 percent, while customers of Chase and Wells Fargo recalled the representative being knowledgeable the least, at 83 percent respectively.
3 Tips to Help Call Center Representatives Appear Knowledgeable about Products and Services
- Remember the fact that customers don’t expect employees to have the answer to every question, but they do expect them to locate the answer. Make a commitment to being responsible for finding the answer or referring the customer to a person who has the knowledge to help. Practice the phrase I’m not sure about that particular question, but if you can wait a moment, I will find an answer.
- Clarify the most common customer questions asked of your department and determine which products, services or bank policies those questions involve. Seek out your supervisor if you are unclear on the what and why behind the answers to these common questions; this will help you to provide complete information and clarify any additional concerns your customer may have.
- Remember that the best way to answer should include language that conveys confidence, an easy to understand explanation, and a verbal acknowledgement that the customer has understood. Think about the empathy you would expect from a service representative attending to your problem or need, then consider how your own customers feel after you have answered their questions.