Opinion

How trust translates into dividends for your business

This article was supplied by Eppie Titong, VP Operations VXI

This quote from the Harvard Business Review resonates with me:

“When trust goes down (in a relationship, on a team, in an organization, or with a partner or customer), speed goes down and cost goes up.”

The good news, as the article notes, is that with increased trust, costs decrease while speed increases – resulting in what the author, Stephen Covey, calls a “high-trust dividend.” Indeed, high-trust companies “are more than 2½ times more likely to be high performing revenue organizations” than low-trust companies, according to at least one study.

Now, where does a fair share of the burden for delivering on these dividends reside? Let’s take a look at your contact center…

The lynchpin to customer trust: Contact center agents

Globally, customers still overwhelmingly prefer phone as a contact channel over all other options. Live chat was ranked third in the survey results below.


(Source: Microsoft 2018 State of Global Customer Service Report)

Whether an individual is calling to book a weekend vacation or inquiring via chat about a password reset, they expect to communicate with a competent, pleasant and empathetic agent. An agent to trust.

Agents can only earn customer trust if they have the tools to succeed in the role and if they feel they are empowered to make the right decisions. Which brings us to an important piece in this puzzle: Organizations also need to earn their employees’ trust.

The tools to succeed

Regardless of your industry or business, this statement by Steve Jobs will always hold true:

“You’ve got to start with the customer experience and work back toward the technology, not the other way around.”

At VXI, we’re in the business of building profitable customer relationships for our clients. But we also build technology tools and platforms designed with a laser focus on both the customer and agent experiences.

The tools are based on three “trust” points for our agents: transparency, consistency, and recognition. Our agents trust that the technology we provide will help them perform better and provide consistent tracking of their progress for coaching needs and rewards and recognition. The results are confident agents who have trust in themselves to handle most any situation so that they may begin the process of yielding that high trust dividend.

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