Increasing the Emotional Connection with Multicultural Customers Through the Contact Center

Social media may be the new rule in consumer engagement, but the old-fashioned phone call continues to be the touchpoint having the biggest impact between people and brands. The Contact Center is the voice of your company. Being that there are already multiple challenges that determine your customer’s experience,

Social media may be the new rule in consumer engagement, but the old-fashioned phone call continues to be the touchpoint having the biggest impact between people and brands.

The Contact Center is the voice of your company. Being that there are already multiple challenges that determine your customer’s experience, whether it’s at the branding/pre-adoption phase, sales or enrollment process, or most critically, when things go wrong and your customer needs help, when someone reaches out to your Contact Center, you have an opportunity to provide an excellent, mediocre or lackluster experience in the course of just a few moments.

Contact Center best practices are challenging. Besides determining if the call is answered quickly enough or if your IVR is user friendly and expeditious –– through econometric modeling we have identified issues that are more important to our multicultural groups.

Your goal is to have extremely satisfied customers. Understanding and systematizing your Contact Center to respond to both the cultural and life stage of your callers is central to call resolution and having consumers checking off that top box.  And, if we get it right, through the call center experience we can actually increase the emotional connection with our brand.

One commonality among all multicultural segments: Listening completely and providing thorough answers. With the Hispanics, a more consultative call may be needed at the Contact Center to help them understand both the question they’re really trying to ask as well as the answer that is given – depending upon their level of understanding of your particular product or service category.

We find that Hispanics are more likely to need multiple calls to reach a resolution, meaning that they are less likely to have their question solved on the first call.  They are also less likely to call again if the question is not resolved on the first call. And, they also have the highest level of unresolved issues of any group, even after multiple calls to the contact center.

Our analysis shows that African American customers prefer a highly respectful approach at the Contact Center across all touch points, while the Asian American segment expects the greatest detail and highest level of informed answers to their questions.

If you can’t do it all, understanding and responding to the vital Contact Center attributes most important to your multicultural customers will have a positive impact on customer “extreme” satisfaction, loyalty and positive word of mouth – critical for both acquisition and retention of our multicultural customers – as well as increasing that coveted emotional connection with our brand.

 

 

About SSG
SSG is a strategy consulting firm driven by management P&L experience and predictive analytics. We develop fact-based business models, growth roadmaps, insights and segmentations for the Total Market and the evolving Hispanics, Multicultural & Millennial segments. We help clients focus their limited resources where the highest market opportunities exist, and which strategies advance maximum, efficient Total Market growth.

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