The business process outsourcing (BPO) industry is renowned for being one of the most stressful industries in the world, and this is no surprise – the variability of human interaction adds an element of the unknown to each day an agent spends in a contact centre.
By Mithum Singh, chief services officer of CCI South Africa
The value chain of customer experience relies on a calm, seamless interaction between the customer and the agent handling their query. To provide a positive customer experience, and to thrive in the contact centre environment, agents need not only a good grasp of the client’s product information, but also high emotional intelligence (EQ), self-awareness, self-regulation, motivation, empathy and social skills to weather all manner of customer interactions.
Why do we need EQ?
The Harvard Medical School defines emotional intelligence as ‘the ability to identify and regulate our own emotions, to recognise the emotions of other people and feel empathy toward them, and to use these abilities to communicate effectively and build healthy, productive relationships with others.’
EQ is crucial in today’s customer service sector. The lack of human emotion in automated systems can leave customers feeling uncomfortable. Some customers simply prefer a human contact for their interaction, while others may have a query or request that is too complex to resolve through an automated process with finite options. However, a single negative experience can damage a customer’s trust in a brand.
Research indicates that 86% of customers believe a company is only as good as its service – and 77% indicated that they would switch brands after five or fewer negative interactions with a brand’s customer service. This is especially significant in the Business Process Outsourcing (BPO) industry, where clients rely on their BPO partner to manage their contact centres and provide service excellence on all interactions.
The stakes are high. Emotionally intelligent agents are indispensable, bringing a nuanced understanding of customer sentiment that results in a service that exceeds expectations and leaves a lasting positive impact on the overall customer experience.
These skills can be learned and developed
Emotional intelligence is a set of skills and behaviours, and while some people will be naturally inclined to certain aspects, EQ is also something that can be learned, developed and enhanced. An investment in training is always a big commitment for any company. However, BPO operators will reap dividends from this investment.
Employing agents with above-average EQ skills is likely to lead to better customer outcomes and improved overall KPIs (key performance indicators). Giving agents the tools that they need to succeed, including training, technology tools such as AI prompts, and coaching, brings a net gain to the business as a whole.
Developing emotional intelligence shouldn’t stop with agents at the front line of customer service. Ongoing development of these skills is critical for employees who are transitioning from technical roles into leadership positions.
It’s well documented that empathy, social skills, active listening skills and emotional literacy are important in building successful teams. Empathy combined with social skills is crucial for building trust and rapport with team members, leading to better team calibration and successful outcomes.
EQ is not the only ingredient in the recipe for success
Contact centre success doesn’t stop with EQ. We must look at the person as a whole to nurture employees who are resilient, confident and capable of emotional self-regulation.
Therefore, BPO employers must set out to nurture Spiritual Quotient (SQ), building the individual’s self-awareness, compassion and empathy, and helping them to find meaning and purpose in their work, which can lead to a more fulfilling experience for team members.
Equally, because the nature of the work in the BPO industry often means working in shifts that don’t necessarily conform to a 9-5 workday, physical quotient (PQ) also becomes critically important for the all-round performance of the agent.
PQ is interconnected with cognitive and emotional intelligence, providing the physical foundation that supports mental and emotional processes. Simple techniques such as proper breathing, posture and movement can all improve mental state and overall performance, which is critical in a typically high-pressure environment.
And while the shift work environment may not always lend itself to the development of PQ, here line managers can play an integral role by encouraging the integration of personal development goals into the employee’s KPI structure.
Innovative thinking can allow the line manager to, for example, support an employee’s personal goal to run a 5km race, or complete a fitness programme, thus playing a role in developing and enhancing that person’s PQ, understanding how this ladders up to supporting a more effective and resilient employee.
As we move forward, it is imperative to recognise that the most successful customer service environments are built on the foundation of empathy, self-awareness, and well-being, creating a symbiotic relationship that benefits both the service provider, the client, and most importantly, the customer.
The cultivation of emotional intelligence, along with the integration of spiritual and physical quotients, forms the backbone of a thriving contact centre. By investing in the holistic development of their employees, BPO firms can ensure not only superior customer experiences but also a more motivated and resilient workforce.