Consistency is key when it comes to retail branding. And consistent service outside of the traditional retail storefront is no exception. Ideally, customers receive the same level and style of care and service whether they’re in the physical store or chatting online with an agent. If the customer experience at the contact center differs from the in-store retail environment, the entire brand weakens, lowers customer satisfaction, and may even have a negative impact on  customers’ propensity to repurchase. Ultimately, businesses that provide consistent service both in store and out of store foster a stronger brand identity and build trust with their customers. This blog post explores key strategies for providing consistent service.

Hire Contact Center Agents Who Align with In-Store Staff

While the job description of retail employees may generally differ from contact center staff (the latter may require more technical skills and computer savvy, for example) the personality profile should be similar. If the brand identity centers around youth and high energy, ensure that you’re hiring for those traits as well. For example, one outsourced offshore contact center representing a popular audio speaker brand built a technical support agent profile that emphasized passion for music as a necessary hiring criterion. As a result, many of the contact center hires were former or current DJs or audiophiles who had a genuine interest in the products.

Embed Contact Center Employees in the Brand Ethos for More Consistent Service

As part of their initial training, contact center agents typically receive concentrated training on the particulars of the brand including product descriptions and marketing material. But this initial training should also be brought to life through real-life brand experiences including mystery shopping so that agents can fully appreciate the nuances of the customer journey. One of the big advantages of today’s ecommerce environment is that contact center agents who may not be in close proximity to a physical store can always experience the brand online. During initial training, encourage new agents to think about what your brand represents. Encourage them to articulate the brand’s voice, tone, and visual identity and get them thinking about how they can replicate that in their customer interactions.

The design of your contact center should also mimic, to some extent, the in-store experience including matching colors for paint, furniture, and other décor as well as consist fonts and design elements in all signage around the contact center. Having brand merchandise available around the contact center and giving away brand merchandise for contests and incentives will help contact center agents experience what it’s like to touch, feel, and use the products.

For example, the audio brand contact center mentioned above built and outfitted a large, dedicated room that contained all the latest audio and visual equipment from the brand so that employees could experience it first hand. Taking the idea a step further, the contact center managers also allowed employees to borrow equipment to take home and experience in their own environments. 

When in-store locations are located within easy proximity of the contact center, some brands provide cross-training for in-store and contact center support teams. Employees on both sides may be given an option to do a one-day exchange where retail staff spend a day at the contact center and contact center agents experience what it’s like to assist customers in the store. This strategy can go a long way toward ensuring consistency in service. Cross-training sessions provide an opportunity for collaboration between online and offline teams and encourage them to share customer insights.

Align Pricing and Promotions for More Consistent Service

Customers expect pricing and promotions to be consistent across all channels. With this in mind, ensure that special offers, loyalty rewards, and discounts, apply both in-store and via the contact center. Mismatched pricing across channels is a sure way to foster customer dissatisfaction. For example, loyalty programs should be conveniently accessible regardless of how customers engage with the brand, whether in store, online, or through the contact center.

Bridging the gap between in-store and out-of-store experiences is essential for building strong customer relationships and brand loyalty through consistent service. By maintaining consistency in the recruiting profile of both in-store retail staff and contact center agents, cross-training the two groups as appropriate, and encouraging contact center staff to mystery shop products, you can create a seamless customer experience regardless of channel. Investing in these strategies not only enhances customer satisfaction but creates a more engaged workforce. For more information on how to provide more consistent service, contact us.