Are you familiar with the concept of attention symmetry?

At the intersection of Human Resources and Marketing, a principle emerges: the attention a company pays to its employees is directly proportional to the quality of the relationship it maintains with its customers.

While not a new concept, it has gained renewed significance in recent months, inspiring an increasing number of companies, particularly in the customer relations sector.

Let’s delve into it!

The profession of a customer advisor is not particularly glamorous…

Prior to working for one of the leading outsourcing companies, I believed that working in a call center was either:

  • A temporary job for students, part-time workers, or those seeking some experience.
  • A means to earn a living.
  • A form of punishment..

I couldn’t comprehend why anyone would willingly spend their days with a phone glued to their ear, enduring insults from dissatisfied customers.

However, my first experience of monitoring customer calls quickly brought me back to reality.

Not only is this position not the dead-end job I had envisioned, but I’ll take it a step further and say that it is filled with motivated individuals who are genuinely content to utilize their professional and personal skills (and believe me, they are necessary) to represent the brands they work for.

Revamping the image of Customer Relations

This led me to question the preconceptions I shared with many people around me. Who is to blame?

For a long time, the customer relations sector has suffered from poor-quality customer service and unethical telemarketing practices. However, with stricter regulations and the need for differentiation in a highly competitive market, companies have recognized the importance of pampering their customers. Nowadays, they appoint Customer Experience Directors, vie for the title of Customer Service of the Year, and invest in solutions to enhance their service quality.

The cost of acquiring a new customer is so high that many companies opt to allocate a portion of their Business Development budget to Customer Retention, aiming to minimize customer churn and capitalize on their existing customer base. Whether they are integrated within the Marketing department or operate independently, customer relations teams are expanding. While productivity metrics are still closely monitored, they are no longer the sole variables of interest. Voice of the customer, CSAT (Customer Satisfaction), NPS (Net Promoter Score)… customer satisfaction is paramount.

Where does the human element fit in?

Mere numerical data is no longer sufficient. It must be complemented by the power of emotions, and in this regard, only humans can make a difference.

If we take a moment to reflect on our most recent interaction with customer service (regardless of the channel), what comes to mind? The Average Handling Time? I highly doubt it. However, if the person who handled our request was friendly, attentive, and provided valuable advice, it is highly likely that we remember that advisor. Their professionalism may have even overshadowed the three minutes of waiting music that preceded the conversation.

Applying attention symmetry to Customer Relations

The customer advisor serves as the face of the company, acting as the vital link between you and your customers. They should never be underestimated. On the contrary!

If you want them to be among the memorable individuals who truly make a difference, you must give them the attention they deserve.

This attention includes, of course, human recognition, managerial support, and financial rewards. It also entails providing them with the necessary resources to make their work more enjoyable because, let’s not forget, even if your teams flourish, working conditions in a call center are not the most enticing: sedentary work, noise pollution, monotony…

And what about Nixxis?

The concept of attention symmetry must undoubtedly be supported by HR and management. However, the choice of tools represents a differentiating factor that should not be underestimated.

At Nixxis, we place great importance on the ergonomics of our solutions, aiming to provide your advisors with a user-friendly and practical interface. Our goal is to eliminate redundant data entry, unnecessary manipulations, and facilitate seamless integration with other business tools. We are committed to automating repetitive tasks that do not add value. All these challenges drive us to assist your agents in focusing on what truly matters: your customers!

As you can gather, the world of customer relations is evolving positively and is expected to attract an increasing number of talented individuals. So, if you want them to join your team, cherish them, and they will reward you handsomely!

Scoop: In 2023, Nixxis will take further steps in equipping your teams with an offering that enhances their comfort. Stay connected; we will provide more details soon.