The Call Center Launch Pad

All call centers are not equal.

I’m not just talking about the quality of customer service. I’m talking about the opportunity a company’s customer service department offers to its employees.

Sure, some call center gigs are dead-end jobs. Let me give you an example of what happens when the people who work in customer service know they are an afterthought to brand loyalty.

I recently had one of the worst experiences ever with a brand I have loved for decades. That brand is Hewlett-Packard, once arguably the single most shining icon in all of Silicon Valley history. The second HP printer I had purchased in three years died. Although I suspected HP had devolved into more of a subscription ink factory than a technology innovator, I bought the second printer with a two-year warranty to make sure it lasted two years. It did not.

When I called for support, I was handed off dozens of times from one failed interaction to another. Their technical training was all over the map, but no one could solve my problem. They put me on hold without setting time parameters. They dropped calls and didn’t call me back as promised. I invested hours in this runaround until my wife asked me what I thought my time might be worth to continue being poorly treated.

My case was escalated with the eventual offer of a “refurbished” printer because they did not have a record of my two-year warranty, even though I sent them documentation supporting their brand promise. The escalation manager had a broken headset and couldn’t complete our phone call, thus redirecting our negotiation to email spread over days. Finally I gave up and now own a competitor’s branded printer. I will never again own an HP printer. The HP Way is no more. That is a customer tragedy.

This got me thinking about all the product managers, software engineers, and information technology professionals I have hired or promoted out of customer service over the years. I don’t think of customer service as a cost center; I think of it as a profit center. Customer service is a place we invest in our brand and invest in our people. When we do that, our customers benefit and our employees benefit. That is the definition of a win-win.

If you are reading this today in an executive marketing role, ask yourself how you categorize the expense of customer service. Is it a necessary evil where unappreciated, low-paid people might be severing ties with your customers? Or is it a gateway for talent to join your company where well-trained people do their best to bond customers for life and in doing so ready themselves for significantly greater career opportunities within your enterprise?

For those of you currently in a customer service job, the question you might ask yourself is how you can transform your current day-to-day, sometimes thankless complaint handling into a launch pad that puts you on a path to be considered for your boss’s job and later your boss’s boss’s job. It happens, I promise you, but only if you position yourself to make it happen. Here’s a simple framework.

Choose Wisely

Look for an emerging company where promotions are frequent rather than a legacy behemoth where you’ll never got out of the boiler room. Don’t envision the call center where you work as a windowless dungeon, even if you are working at home, but instead see yourself in a trend-setting pool hall where you are setting up your next shot. If you are so remote and isolated from corporate management that no one who can promote you will ever know who you are, then you probably are in an inescapable place. Since you’ve chosen to do the work, do it somewhere where you will be noticed and appreciated.

Learn Every Day

The work you do today answering emails, chatting, or talking to customers on the phone is just that—it doesn’t have to be the work you do forever. Ask yourself: What did you learn from your last customer interaction? What did you learn about the product technology when you searched the database to address a customer’s problem? What insights about the next-generation product features have you gleaned from the thrashings you endure listening to the gripes of unhappy customers? One of these days you are going to bump into a company leader in the hallway who might ask for your opinion on something. Do you have an opinion that is built on valuable learnings that make you unquestionably promotable when that opportunity surprisingly emerges?

Do More Than You’re Asked

You were hired to do a job the person to the left of you and the right of you can do. If you do just that job, you will get paid as promised, rinse and repeat. If you want to do more, ask to do more. Volunteer for special projects. Don’t wait to be asked. Show initiative. Go to your manager and say you’d like to write a white paper on why returns are so high on a current product in market. Maybe your manager says yes, maybe no. If they say no too many times, see the section above labeled Choose Wisely. I tell every manager wanting to be a director and every director wanting to be a VP the same thing: Find a way to start doing the job you want before you have it. Those are the kinds of people companies want to retain. A customer service associate who knows things becomes a company leader who can fix things. Claim your own success.

Gut It Out

When your boss is unhappy with your performance, don’t quit on the spot because your feelings are hurt. Find out why your boss is displeased. If you ask and get a candid answer, listen to the critique calmly and internalize it. If you don’t get an honest answer, see the section above labeled Choose Wisely. If your boss suggests you are dialing it in and not living up to your potential, maybe this is a wildly constructive moment. Accept the feedback, up your game, and try even harder to do the best job you can. Leaders in companies do not give up because they have a bad week, a bad day, a bad hour, or a bad customer interaction. If you can hang tough in customer service, you have a shot at hanging tough when you are promoted. Grit matters, not just because of what it teaches you about resilience, but because of what it says about your commitment to exceeding expectations.

Love your brand, love your customers, love the opportunity hiding behind the door that is not yet open, and when you nudge that door open, your entire life might change in an instant. How sure am I? I’ve seen it happen hundreds of times. I’ve also seen too many times what happens when a company doesn’t get this right and spirals into oblivion. Taking your customers for granted as you grow is a clear path to the dead brand graveyard. A culture of aligned incentives that secures customer engagement is the rocket fuel that resists inertia.

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Photo: Pixabay

Rediscovering Civility

Last month I wrote briefly about the fallacy of the upper hand. The responses I received from people navigating similar bouts of forced will remind me how not normal our lives remain. Over the past year and a half, many employees have learned to work remotely, and to some the routine of working from home is now its own form of normalcy. At the same time, we are increasingly returning to the workplace and trying to adjust to the structure of sharing a space with colleagues and strangers for a third of each day.

To assume everyone can walk back into the workplace and public spaces without some enhanced focus on conduct seems to me naïve. Human beings are certainly adaptable, but I worry that we might be presuming a level of adaptability that confuses the comfort zone of individuals with the smooth functioning of collective interests. You’ve no doubt heard about the outbreaks of passenger rage on commercial flights. They are not as isolated as we might want to believe.

Covid-19 has taken away a lot of daily practice from our interactions. It’s not just that it is easy to forget how different it is to interact in person than it is to communicate through electronic platforms. Talking into screens is not a fully rendered substitute for being together. We have developed habits in our physical solitude that have taught us to be effective in doing what is expected of us, but some of those habits may not make the most of opportunities to emerge with a broader purpose. We may find it easier to behave in certain ways when we are alone than when we are together, and bridging those geographies may not be as simple as flexible switching between environments in what many now label as hybrid work.

There is more to the next generation workplace than where we do what we do. There is a mindset I think we need to share—a set of shared values—that seems to me more traditional than circumstantial. If we want to adapt to new paradigms for interacting, perhaps the rules governing those interactions are agnostic to place. It seems critical with the perpetual noise around us that as we adjust to the new back-to-work standards we insist on a standard of decency in our endeavors.

In recommitting to an extraordinary standard of civility, here are four simple pillars I would expect of myself and others.

Tell the Truth

When I say tell the truth, I mean all the time. It’s easy to tell the truth when it is what others want to hear and it avoids controversy. It is much harder to tell the truth when we have made a mistake, when data is being manipulated by someone in authority, or when the cost of that truth is one’s own popularity. The problem with honesty is that it can’t be a tool of convenience. We must tell the truth not because there is penalty if we don’t, but because we cannot universally insist on it from others if we don’t stand by the promise that it is inarguable. Understand what is empirical and fully embrace integrity. Silence when the truth is known is not a noble dodge, it is another form of mistruth.

Your Name Belongs to You

Unless one’s life is at risk for civil rights abuses, most of what people author anonymously is cowardly. We can argue the difference between old media and new media is the presence of an editor creating an artificial funnel on access to audience, but one of those old school norms was the expectation in authorship of identity. We should write with a by-line, with our name associated with our thoughts, and with our style of verbal and written communication enhanced by our ownership of that expression. You have only one good name. Protect it through accuracy, clarity, absence of pointless invective, and even if eloquence is beyond reach, at least frame the deliberate use of language in a context that is purposeful.

Manners Matter

We can stand on our authority, or we can strive to get people on our side. It has never been clearer to me that style is content, that the outcome we are trying to achieve is inextricably linked to the form of our argument. Approach those around you with respect and there is a much higher chance they might be interested in the thought behind the point you are making rather than just the interpretation of their role in the outcome. Avoid the opportunity to build consensus at your own peril, but even when you must deliver the top-down tiebreaker, do it with finesse, restricting the hammer to the impossible sell. The Golden Rule survives the centuries because some ideals do make sense even when we fail ceaselessly to take them seriously. Hear the words you are saying. Would they get you encouraged, inspired, and onboard?

Think Long

Survivors know that careers can last or not. The yes you got today—the yes that was so important you worked tirelessly for months to hear—is as fleeting as any other decision in the moment. Short-term action without a long-term framework is a high-risk gamble. Telling a half-truth might get you to the end of the week. Cleverly masking your name from an unpopular report might get you through the review cycle. Effectively bullying a coworker might swing a lost debate to your advantage. All of those will cost you. Steve Jobs used to talk about brand deposits and brand withdrawals. You need both in balance to build a lasting brand—to establish and reinforce a credible promise. You can’t make deposits and withdrawals at random and go “up and to the right” repeatedly without a plan. The winning strategy when others are winging it is to think long.

Welcome to the new world. Sounds a lot like the old world, only with less commuting. Count me in.

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Photo: Pixabay

The Upper Hand

Think you’ve got leverage? You might. Now think hard about whether you want to exert it.

The success of a business reveals itself over long periods of time. The same is true of a career, even more so.

At any given time, circumstances may go your way. Cheesy television shows that gloss over the true workings of business may suggest this is the time to seize control of a weakened opponent, play the hard angle of opportunism, lower the boom on the boomless.

Certainly that’s one way to play the game.

You’re a property owner and the market is tight. You can play hardball with potential tenants. Maybe that works and they sign the lease without much choice.

Are you 100% sure that’s a great idea?

You’re a well-educated graduate entering the job market where positions that capitalize on your skillset are abundant. You are offered a very fair salary at an employer where you can grow, learn, and evolve your talent. You ask for 50% more. Maybe they say yes because they have a job that needs to be done right now.

Are you 100% sure that’s a great idea?

You’re a broker of commodity supplies suddenly in demand for construction or renovation. Longtime customers ask for your support in quickly completing a needed project without breaking the budget. You tell them you’d like to help, but new customers are willing to pay three to four times what you’ve been paying for the same materials you have stockpiled in inventory. Maybe you get the new asking price from your original customer and your margin soars.

Are you 100% sure that’s a great idea?

Here’s my take: You’re blowing it.

In all three of the above examples, the true price of hammering home your isolated moment of glory far exceeds the devil’s bargain you might be invoking.

You are sacrificing the establishment of trust.

You are shredding the notion of loyalty.

You are establishing a set of ground rules where the nanosecond leverage shifts, you are going to get swatted with a mirror version of the upper hand you thought was so nifty.

Think I’m wrong? Think business is just a cycle of gamesmanship where everyone longs for effective application of the upper hand? If that’s you, I am sure you are confident in your convictions. Relish the spoils of your conquest, but do us both a favor: Seek others who are like you and leave the rest of us to apply a much longer view.

Deals are short. They come and go. Want to win every single dispute, argument, and arcane point of negotiation? Try to build a brand, reputation, or legacy on that.

One day you will lose the upper hand because no one has it forever. When that day comes, you will get what you get. You put it in motion, you own it.

Am I suggesting that you should rollover and take less than you are due in any meaningful negotiation simply to be nice? No, that’s not the takeaway. Always figure out what you need, convince yourself through the other side’s eyes that your position is reasonable, and then fight for it with cordial determination. At the same time, consider the possibility that the few pennies you may choose to leave on the table today might be a stealth investment in a future windfall you can’t yet see, but might have the foresight to envision.

Being clever is seldom obvious. There are too many other clever people always around you. Being consistent in your values with an obsession for integrity is way more valuable and easier to benchmark.

Wise investors know that equities trade in cycles over decades with an upward trajectory. Timing the market is a fool’s game. You play long. Same with customers, same with brands, same with careers.

Seriously, why?

Because in the next down cycle, you are going to need help. You are going to need to pick up the phone and humble yourself. The question is, will someone answer?

I often say that one of the few good things about getting older is that you’ve accumulated the experience to navigate events with a framework for predicting a myriad of outcomes. Challenges are both temporal and lasting. Knowing the difference provides you with context for better decision-making.

As I also often say, the great tragedy of too many careers is that the learning you wish you had in your earlier years doesn’t come until much too late, and then you’re out of time.

Get ahead of the pack. This won’t be the last boom. A bust is coming. No one knows when, only that it absolutely will happen.

Then another boom and another bust. Rinse and repeat. Those are variables. The constant is you.

Play the long game. Build your network with reciprocal give-and-take. Be the kind of person in business people want to call all the time, not just when either one of you has a temporary advantage. The inspired upper hand is less about brute force, more about wisdom.

I’m 100% sure that’s a great idea.

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Photo: Pexels

The Telephone: A Basic Operating Manual

img_0050As we return to work and the workplace in the new order of normalcy, I am reminded of the many bad habits we may have acquired in the discomfort of isolation. Foremost among these vices is the spreading disease of poor telephone conduct.

A phone is hardly a phone anymore. It’s an email device, a web browser, a camera, a texting platform, and an app launcher. Yet its initial (if not primary) function we still call a telephone. Perhaps it is time we relearn how to use it in that regard.

Call me ancient, but let me suggest that manners still matter in human contact on both ends of the line.

Unless we recognize the contact name or Caller ID on the screen, few of us will answer a phone anymore. No matter what number you file at the DoNotCall.gov registry, your phone rings continuously with garbage sales calls and bot inquiries. I think that is where bad manners begin, with poor intention.

I once had a boss who never answered the phone, and this was in the days before cell phones. He used to say, “If it’s good news, they’ll call back. If it’s bad news, I don’t want to hear it.” I think that’s another form of bad manners. I also don’t think it’s true. Sometimes good news gets reallocated. Bad news swept under the rug can swiftly convert a minor misunderstanding into a corporate crisis.

Sometimes we need to answer the phone whether we like it or not.

Mobility doesn’t give any of us license to rotten phone behavior. I have written before about returning calls, but now I am getting into the basics. If you didn’t grow up with a landline or have forgotten the etiquette associated with polite calling, here is a laundry list of reminders you may want to paste on the back of your mobile case.

  1. Do not leave your voice mailbox full. You may be getting a call with a job offer. I may not call back.
  2. Record a greeting on your voicemail, however short, and your name. How else do I know I called the right number, particularly if you told it to me wrong.
  3. Speak clearly into the mouthpiece. Don’t rely on the Bluetooth microphone. Articulate your verbal expressions with deliberate care and emphasis. Pretend the other person is really interested in what you are saying. Say it that way and I might be.
  4. Speak even more clearly when you leave a message on my voice mail, particularly the number I should call back if it’s not the one you called from. If I don’t know you and your name is more than one syllable, be precise or spell it.
  5. Should I take the time to leave you a voice message, please extend the courtesy of listening to it before returning my call. You don’t need to begin our conversation with, “What’s up?” I’ve already told you. You’d know that if you simply hit the playback button.
  6. When you answer, speak. Say, “Hello, this is Joan.” If your name isn’t Joan, you can substitute the correct version. Don’t leave an awkward pause and wait for me. I called you and I want to hear your voice. That is reassurance we are getting off to a good start. Your silence tells me you are not interested in the activity at hand and you may never discover why I called if I don’t continue. There go the Dodger tickets I was calling to offer you.
  7. If you’re sitting in the seat behind me on a plane being boarded, don’t speak at full volume. Same recommendation in the airport when we are in line for coffee. I don’t care if you have an earpiece. You may find this ironic, but I really think your business is best kept to you. If you are fighting with your spouse, do you think the fight will end better if she thinks you are sharing the disagreement with the company of strangers? Speak softly or step away where you are alone to lose your argument with dignity.
  8. If I don’t know you, begin the call with your name. Then tell me why you are calling. You called me, remember? I need to know why, not guess at it.
  9. If I call you to introduce myself, don’t know you, and it goes to voicemail, do not text me back. We don’t know each other yet. I’m not ready to text you in shorthand until we have established a relationship. Dial me back. If I waste your time, you needn’t ever text me at all.
  10. Please, thank you, and goodbye are all foundational words that are exceptionally useful in building a platform for communication. Grunts and guttural utterances have their place, but you’ll be surprised how much easier sentences flow with old-fashioned politeness.
  11. There are time zones. They are easy to understand and largely consistent. If you’re looking at the Atlantic Ocean and I live near the Pacific Ocean, your brilliant idea at an early breakfast is not quite as interesting to me in my final few hours of pre-dawn rapid eye movement. Likewise, when I get an idea at midnight, I promise not to bother you with it for at least six hours when we are both again awake.
  12. The phone part of your mobile phone—don’t hesitate to occasionally use it when conversation is sufficient for the topic. Videoconferencing has its place, but we don’t always need to see each other just because the invitation link is a click away. Sometimes we can just talk. Really, we can.

I am sure you have some recommendations of your own. Feel free to share them in the comments here.

Here’s one more tip: Email is not the best way to handle everything. Around the time of re>re>re the essence of an email is largely lost. If you are seeking to be understood or understand (humbly invoking the inspiration of St. Francis), talking is a wonderful alternative to a long list of email comments no one can follow. Email certainly gives you a paper trail and artifact, but it doesn’t necessarily solve your problem.

Some people subscribe to the notion of returning all your calls every day. Try this. I’ll bet your life gets better.

When your phone rings, don’t assume that someone is in an accident or has died. I know that’s becoming an urban legend. Your heart rate deserves better.

Oh, and if I call you, it’s likely for a reason. Please give me the respect of a call back.

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Photo: Pexels