Contact Centres across various industries strive to provide better customer care for priority population groups. These services include advice, service information, counselling, advocacy, primary health care self-management, as well as providing case management for vulnerable communities who may need help accessing services in person.
The evolution of contact centre communication platforms has enabled priority population groups to communicate their needs far more effectively through the diversification of channels. These channels include inbound and outbound calls, SMS and messaging/audio messaging, web chat and email, social media, online self-service options, and support services such as a translator or relay services.
Improved customer care for priority population groups is more than just reliant on technology. Contact Centre frontline staff need the necessary resources and strategies to provide tailored support and training to recognise and respond to the needs of vulnerable customers.
In addition to the above, frontline staff needs to demonstrate compassion. Some of the ways Contact Centres show this effectively in their customer care include:
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Empathy:
Showing empathy and understanding towards vulnerable customers creates a sense of trust and understanding between the consumer and the business and creates a more inclusive and welcoming environment for all customers.
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Listening:
Actively listening to the concerns and feelings of vulnerable customers without judgement reflects respect. Customers feel heard and understood, which can help to build strong relationships between the customer and the business.
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Empowerment:
Empowering vulnerable consumers helps to ensure they have the same opportunities as other customers and that their needs are taken into account when making decisions and increases equality.
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Respect:
Treating vulnerable customers with respect and dignity is essential to creating a positive customer experience and an inclusive environment that encourages a sense of belonging and acceptance.
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Flexibility:
Showing flexibility and adapting to the needs of vulnerable customers reflects the willingness to go the extra mile to meet the customer’s needs.
Contact Centres must be passionate about providing compassionate care and delivering exceptional customer service to priority population groups. More time is required for these interactions to ensure the outcomes are effective solutions for the customer. Many service providers are choosing to have specific lines for these priority groups and working with experienced agents striving for an exceptional standard of service.