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 |
Kinesis CEM 