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Gaining your customer's trust with first call resolution

Peppers and Rogers advise a reader on how enforcing first call resolution (FCR) can increase customer trust and loyalty.

What are the customer benefits to companies that implement first call resolution (FCR)? Do you think that FCR must be very strongly enforced to build trust with customers?
Great question. The benefits to companies are straightforward, and there are two of them. First of all, customers are a lot happier when they can get their problem answered in the first call. And the second is that the company is going to save money because the customers don't have to call in over and over; the reduction in the number of calls actually saves money in the long run for the company itself.

Now, do we think that FCR must be very strongly enforced to build that trust with customers? The answer is yes and no. Yes, in the sense that so long as we are rewarding call center managers and reps for how many calls they can make in an hour and how fast they can get people off the phone, that's what they are going to do. But the minute we start rewarding them for resolution on the first call, that's exactly what they are going to do instead. So they are going to do exactly what they are getting paid and rewarded most to do.

So the good news is that no, we don't think it will need to be very strongly reinforced once we make that change in the compensation plan, because we believe that most reps and managers really like to help their customers, they really would rather say "Let me see how I can solve your problem," not, "Let's see how I can quickly hand you off to someone else."

Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.

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