ICMI's Customer Management Insight - September 2007 - (Page 12) S T R AT E G Y BY JEFFREY A. KAUFFMAN for vice presidents, directors and managers with strategic responsibilities M Balancing Legal Compliance and Customer Satisfaction Do your policies and procedures satisfy both customers and regulators? Advice from a lawyer’s perspective. Your company’s customer service agents wear many hats, but perhaps their most important responsibility is acting as the public face of your business. Agents are on the front line, serving as one of the few — and sometimes only — interfaces between the company and its customers. This contact, while limited, can define the reputation of a company both in the minds of consumers and in the opinion of regulators. Successful interactions can result in satisfied customers, word-of-mouth referrals and increased revenue over time; however, a less-than-satisfactory experience can have exactly opposite results. Companies have suffered bad press, consumer complaints, loss of business and enforcement actions from state and federal law enforcement agencies because of the poor conduct of their customer service agents. Well-designed and properly implemented customer service procedures and call center practices are critical to ensuring a positive interaction with customers and compliance with consumer protection laws. Policies dictating agent behavior are often created with the best of intentions, such as increasing revenue, maximizing compensation for agents, and responding to consumer needs. However, if compliance with company procedures and relevant laws is not a central goal, even the best of intentions can result in unforeseen and problematic consequences. The following are an overview of key “do’s and don’ts” to keep in mind in when developing customer service and call center procedures, with a particular emphasis on striking a balance between increasing revenue, maintaining a satisfied customer base and icmi’s insight www.icmi.com | SEPTEMBER 2007 12 http://www.icmi.com
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