Contact Center Purchase Intent Drivers

Previously we explored which service attributes will yield the most ROI in terms of driving purchase intent.

Previously, we also explored the relationship of specific sales and service behaviors to purchase intent.

Cross Tabulation By Purchase Intent

Greeting Increased Purch Intent Decreased Purch Intent
Greet by identifying the name of the institution 99% 97%
Greet by identifying themselves 100% 97%
Ask name 78% 71%
Ask how they could assist 100% 98%

 

Hold Increased Purch Intent Decreased Purch Intent
Ask permission to be placed on hold first 85% 73%
Give the reason for being placed on hold 100% 88%
Give an estimate of how long you would be on hold 56% 27%
If the actual hold time exceeded the estimate, representative returned to the call to of the status 88% 50%
Thank for holding upon returning 96% 81%

 

Transfer Increased Purch Intent Decreased Purch Intent
Explain the reason for the transfer 99% 98%
Ask permission to transfer 84% 65%
Stay on the line until the transfer was answered by another representative 53% 33%
If hold time exceeded 60 seconds, return to explain delay and ask if you want to continue to hold. 35% 7%

 

Service Increased Purch Intent Decreased Purch Intent
Listen attentively 100% 88%
Use name at least once during the call 66% 44%
Use proper grammar 11% 96%
Speak clearly 98% 72%
Allow customer to speak first and finish your thought 99% 93%
Clarify all requests prior to processing the transaction 100% 80%
Maintain a friendly demeanor and pleasant voice throughout the call 100% 91%
Describe products or services in a manner that was easy to understand 100% 70%
Suggest additional products and/or services 71% 34%
Avoid bank jargon or other technical financial terms 100% 95%
Ask for business 88% 47%

 

Conclusion Increased Purch Intent Decreased Purch Intent
Thank for calling 98% 92%
Ask how else they could assist 95% 65%
Thank for choosing the institution 92% 66%

 

 

 Mean Attribute Ratings Increased Purch Intent Decreased Purch Intent
Job knowledge 4.9 4.0
Friendliness/Courtesy 4.9 4.3
Interest in Helping 4.9 3.8
Explaining products in understandable terms 5.0 3.9
Level of confidence in the representative 4.9 3.2
Valuing as a customer 4.9 3.5
Professionalism 4.9 4.0

 

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About Eric Larse

Eric Larse is co-founder of Seattle-based Kinesis CEM, LLC, which helps clients plan and execute their customer experience strategies through the intelligent use of customer satisfaction surveys and mystery shopping, linked with training and incentive programs. Visit Kinesis at: www.kinesis-cem.com

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