What does commercial awareness mean to CSRs?

It’s widely acknowledged that equipping a Customer Service Representative (CSR) with a 360 degree view of the customer is fundamental to customer satisfaction and retention. This can mean the CSR having fast and easy access to a customer profile, contact history, billing, payments, subscription package, tariffs and their complaints. 

Armed with a solid understanding of the customer, the CSR is in a much better position to make recommendations and improve the customer's relationship with the organisation. But is that enough? 

Call scripting for sales-oriented CSRs is generally not a good idea as it stunts conversational selling and customers can feel they're talking to an automaton rather than a person. However, scripts are more effective when the CSR is processing an order, e.g. setting up a Direct Debit where care is required to meet financial regulatory and corporate guidelines. 

No doubt a 360 degree view adds value, but with the pressure to cross-sell and up-sell, CSR’s need commercial awareness more than ever. There’s tremendous value in knowing the net value of the customer to the organisation. Do they spend very little or a lot? What's the sales conversion rate? Sales-oriented CSRs tell us they found it helps to have statistics on their daily performance, team performance and targets on their desktop, and it also makes more competitive with other teams.

It shouldn’t stop there. There’s value in alerting the CSR to nuggets of information such as outstanding or overdue bills, customers that are close to the end of their contract, abnormally high bills, and in one case I saw, a CSR was auto alerted to the fact that the customer could benefit by being on a better contract.

There are ways to effectively bring pertinent pieces of information to the CSRs attention, rather than have them sift through many sources. Check out Jacada JumpStart for more information. 

Karnail Jita - Pre-Sales Consultant, Jacada Inc.