Global businesses may employ hundreds, even thousands, of people. Maintaining fluid operations and stable working routines across multiple countries is a challenge for even the biggest brands with access to the most cutting-edge facilities and resources.
One key but complex area of any successful global businesses is customer service. Every brand has to take this seriously to retain a satisfied audience, as boosting retention rates by as little as 5 percent increases profits by 25 - 95 percent.
But here’s the tricky part: the bigger your teams, the harder it is to actually make sure they align with each other and represent your brand to the same high standards. Fortunately, a stable, consistent coaching strategy can help — let’s take a look at how this works.
The Importance of Coaching Sessions and Goals
Coaching for global CS businesses is vital to ensure consistency and cohesiveness, no matter how many miles may separate your teams.
While it’s easy for consumers to view each office / site of your global business as its own self-contained entity, that’s simply not the case. Your reputation can take a serious hit if customers in just one area receive consistently-poor service: we live in a connected world and it’s easier than ever for people to spread word of their bad experiences, warning others off your brand for good.
Look at it this way: the average American lets 15 other people know when they receive poor service. Now put that on a bigger scale — one disgruntled buyer’s story could reach (and influence) many, many more consumers if it’s shared across social media or gains traction on a review site.
Aiming for cohesive service
Coaching should be part of a company-wide quality assurance program. QA analysts will conduct evaluations of your customer interactions (live chat, phone calls, emails) for signs of poor service. They’ll pick up on missed opportunities, rude behavior, poor responsiveness and general dissatisfaction among customers (and, possibly, staff too).
QA analysts, team leaders and managers should all come together to determine which changes can be made to improve performance based on this information. Their decisions then inform the coaching sessions distributed to employees, allowing you to set actionable goals with reasonable deadlines.
But coaching for global CS businesses must touch on individual flaws in customer service (such as failing to follow the proper script or forcing people to repeat the same information over and over) while still aligning with the company’s core values and objectives.
While one service agent’s personal performance may be fine, they may still not be reflecting your view of the ideal customer experience. In this case, feedback delivered with coaching would have to highlight this and emphasize that their work isn’t bad, but just needs tweaking slightly for cohesiveness.
As Conrad Hilton, founder of the international hotel chain, said: “Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit.”
Always remind employees how important it is to learn from mistakes and keep growing. Don’t let them become disheartened by their weaknesses.
The Power of a Centralized Tool
The right tools help global brands stay consistent and coordinated, and Playvox does this through cutting-edge centralization.
All the data and features necessary in effective coaching for global CS businesses are available in our system. Employees can receive coaching from team leaders and start to improve their performance as soon as they’re granted access, working through the same processes as their colleagues in another part of the world.
Obviously, not all coaching for global CS businesses will be identical — sessions have to be tailored to suit each employee’s strengths and weaknesses, as previously mentioned — but certain standardized aspects of service will.
For example, team leaders can help an employee within their group boost their productivity by being better organized. The leader would discuss the reasons behind their difficulties (such as becoming distracted, struggling to understand tools etc.) and explore ways to overcome them.
But the employee may also need to demonstrate more sympathy for customers to align with the company’s care-focused CX policy, along with several others. In this case, a generic coaching template could be created to give them all the guidance they need.
Collaboration and tracking progress
Tracking progress and following up on coaching are both critical to achieve real breakthroughs. And this is entirely possible with coaching for global CS businesses, thanks to our system.
Team leaders, managers and admins may all have access to view information on employee performance. For example, you may want to see which agents have received which coaching sessions and determine whether they’re achieving the desired results. If they’re not, fresh coaching sessions can be created and assigned to employees to (hopefully) hit targets more successfully.
Following up on coaching sessions allows team leaders to check in with agents. How are they implementing the recommended changes? Are they confident they’ll hit their target before the deadline? Would they benefit from coaching on related topics to really maximize their performance?
Another benefit of our centralized system is just how easily workers can collaborate and communicate with one another. This is ideal for discussing problems they may be having, suggest ideas for future coaching sessions and encourage each other on.
And on top of this, inspiring teams from different parts of the world to interact can help unify your global workforce and cultivate a more cohesive company culture.
Coaching for global CS businesses can be incredibly effective when you take full advantage of the technology available. Invest real time and effort into providing your workforce with the guidance they need to be their best.
Just make sure company goals and working methods are defined as soon as possible, if they’re not already. Otherwise, actually building your superstar global CS team will be much more difficult — you need to know exactly what you want employees to aim for before you can start coaching.
Consistency, cohesiveness and coordination don’t have to be difficult. Implementing a centralized coaching system for your global business equips you with the means to deliver the same great customer experience across every country you serve.
It’s essential to prepare coaching based on performance results gathered from across teams: you need to know what mistakes occur at each site and overall. Certain issues may be contained to one location only while others affect the brand as a whole.
Having access to all of your QA and coaching data in one platform streamlines the entire process of improving performance — freeing up valuable time to channel into other aspects of the business.
So, what tips do you have for successful coaching and what good results have they created for your business? Share your insights with us all below!