Impacts of turnover on customer experience
High turnover indexes affect factors such as customer experience and brand performance. Therefore, it is essential to control this employee turnover rate so as not to harm the business results.
According to the data of the Intersindical Department of Statistics and Socioeconomic Studies (DIEESE), Brazil has reached a turnover of 40% in 2016, and the Call Center sector has one of the largest indicators.
Following, learn more about the impacts of turnover on customer experience and what strategies help reduce this number.
Turnover x Customer Experience
The high turnover of professionals negatively influences various sectors of the company and brings a number of disadvantages. For example:
- Higher job orders;
- Worsening organizational climate;
- Demotivation of the team, among others.
But that’s not all, and managers must pay attention, especially, to its impact on the customer experience. After all, this internal problem can be directly reflected in the business performance. Take a look at the main damages below.
1. Recruitment and training costs
Both processes of demission, and hiring of new employees are expensive. The evaluation, interview and hiring stages have costs and also increase the workload of the HR team.
In addition to that, initial training is also expensive. That is because it requires that other professionals and managers mobilize in favor of adapting the new collaborator.
2. Quality in customer service
The turnover affects the service quality and the customer experience, since the newly hired collaborator needs time to get used to the processes and strategies of relationship with the consumer.
As a result, customer service becomes considerably slower and inefficient, which negatively influences the consumer experience.
3. Ignorance about the solutions
As much as he receives the initial training, the collaborator will hardly know all the business solutions. With this, some customer requests may take longer to be taken care of.
In this way, it is important to have experienced professionals to master the processes and solutions of the company and reduce the average time of service. All these things do not happen when the turnover is high.
4. Lack of standardization
Standardization is another aspect impaired by high turnover. This is because professionals take time to adapt to aspects, such as the approach, language and tone used.
The difference in the ways of doing the service makes the quality variable in each contact, which threatens the stability of the business, interferes with the customer experience, customer satisfaction and loyalty.
Until you master the processes, it is common for the collaborator to be less productive than more experienced colleagues. Not even training can avoid this factor.
In this way, with a solid and stable team, the company achieves a better productivity index, which does not materialize if the turnover remains high.
But how to reduce turnover in the Call Center?
After observing the hexes of turnover in the call center, it is important to adopt strategies to minimize them. There are various actions that can be adapted to avoid negative impacts on the customer experience.
Learn more about the main ones below!
1. Invest in personal motivation
Lack of motivation is one of the main factors that impairs the performance of professionals and results in high turnover.
Therefore, the company must invest in benefits and ways to involve employees, such as:
- Health and wellness benefits, such as health, dental, life, Gympass, among others;
- Remuneration subject to the market;
- Career plans;
- Bonus for goals achieved.
The training must be constant aiming at the improvement of the collaborators. Thus, it is possible to invest in the professional training of the team, as well as develop skills to improve the service.
In addition, training is important for:
- Transmit the values of the company;
- Increase productivity;
- Improve the organizational climate;
- Standardize customer service;
- Introduce new technologies to the professional routine.
3. Appropriate technologies
The investment in appropriate technologies in the call center is also a strategy to support the professionals, serving as support for the tasks and making possible the goals set.
In this scenario, digital agents allow part of the service to be automated. This increases customer service capacity, addressing contacts more assertively at the same time.
An example of innovative technology for the call center is the Olos Web Interactive (OWI), Olos’ exclusive solution.
The OWI consists of a visual, sound and interactive platform capable of executing collection, sales and customer service functions. All from the beginning to the end of the process, without the need for human intervention. In this way, it is possible to demonstrate products, conduct negotiations, collect data, among other demands of the company.
With this technology, the call center offers the necessary structures for the development of activities, which motivates the permanence of the employees, reduces turnover and improves the customer experience.