We typically associate content and content marketing with the very top of the marketing funnel, with little to no role to play as the customer progresses further down the purchase pathway. In reality, content is at the centre of great customer service (be it through call, email or chat), and can make a massive difference to the customer experience.
If you look at some of the key trends in service expectations today, they all have to do with content and effective articulation of knowledge. For more than 1 in 3 customers, the most frustrating aspect of poor service is the agent’s lack of knowledge. According to Salesforce, 63% of customers expect businesses to know their unique needs and expectations, which has to be demonstrated through effective content.
As a contact centre professional, content is an important aspect of agent success in three ways:
- Scripts determine the majority of inbound and outbound conversations
A good script – which is mindful of customer expectations, factors in quick agent comprehension, and can adapt to dynamic situations – is every agent’s secret weapon in an unpredictable customer-facing environment. Companies must invest in authoring and updating scripts on a regular basis, creating a repository suitable for a multitude of customer personalities, emotional states, and demographic segments.
- Training content will visibly shape agent interactions and success
Content meant for agent training is another important aspect of content requirement in a contact centre. In 2021, in-person, classroom training in large groups continued to be restricted for health and safety reasons. This makes your on-demand learning content extremely crucial for enabling agent upskilling and performance. Properly crafted content will guide agents through various simulated scenarios. It will also engage the learner so that the content is retained for the maximum period of time.