How Using Open-Ended Questions Can Make Customers Your Best Asset in Solving Problems

Why do customers contact call centers? Many would say that it's the only way to speak to a human being. The next question you should ask is: Why do customers prefer this type of interaction over others? It's because it allows for a freeform conversation, permitting callers to easily express their issues vocally; while also being the fastest channel for conflict resolution. Most importantly though, a phone conversation utilizes open-ended questions. Not only are they great tools in gathering information about the issue, but also transforms the customer into an essential asset in solving their problems.

Open-ended questions immediately identify the problem and shortens overall call length

The first step in problem resolution is identification of the issue. All it takes is a simple open-ended question such as "What can I help you with today?", which allows customers to immediately lay out their problem and gives the agent the complete picture of the situation, so they can begin to tackle it.

Forcing agents to adhere to a rigid script of close-ended questions results in longer than necessary call times and customer frustration, as they and the agent play twenty questions in an effort to isolate the caller's issue.

In addition, starting the call with open-ended questions also gives the agent the opportunity to double check if the caller has reached the appropriate department. If not, then the agent can route them directly to the proper one. However, it's best to have the first-contact agent take a moment to apprise the next agent of the situation. This allows them to start addressing the problem straightaway, and avoid having the caller to repeat their issue. Again all of these measures create a shortened but effective customer call experience, which is often a KPI used by call centers to measure performance.

Make the caller an active participant of the problem solving process

It's important for call agents to continue to use open-ended questions throughout the problem solving process, as they're an effective tool for information collection. Using questions such as "What have you done so far to fix this issue?" engages the customer and makes them an active participant of the problem solving process.

It also provides the agent with additional information on the issue and possible alternatives in resolving it. Another benefit is that the customer may inadvertently volunteer useful information that the agent may not have thought to ask, especially if the agent is limited to a company provided script. Again, allowing the caller to detail their efforts, shortens call times as the agent doesn't need to waste time offering up solutions that the caller has already tried themselves.

Improves the call experience by keeping the customer focused and positive

It's clear that when given the chance, customers are an essential asset. Open-ended questions provide benefits such as caller engagement and stress relief. Going back to Step 1, issue identification, giving callers permission to talk freely allows them to specify their problem and lets them "get it off their chest." Allowing them to vent their frustrations and renew their feeling of control over the situation. It also gives the agent the opportunity to re-focus the caller on the issue and a better chance to request the caller for their cooperation in the process.

On the other hand, bombarding callers with a series of closed-ended questions like, "Have your read the FAQ?" or "Have you tried ____?" Will only leave customers feeling annoyed and patronized, as such inquiries doesn't allow for thoughtful input beyond a "yes" or "no", leaving call agents combating an irate caller versus solving the issue.

Source of feedback for improvement

Lastly, open-ended questions are also useful in encouraging your customer to provide immediate feedback on their experience and to solicit suggestions for improvement. Survey software allows you to quickly identify trends and implement changes rapidly, especially if they're integrated with other systems as the data is readily available. Again, structuring the survey with more open-ended questions allows for more detailed input and insight on their experience.

While automated customer support systems such as IVRs or chat bots are convenient in routing calls and providing basic information, they're unable to solve complex issues. As they're simply limited to close-ended questions. Open-ended questions are best utilized by call centers as they're effective tools in resolving issues. Utilizing the customer as an asset in problem solving, by accessing information quickly, engages them in the process, and provides immediate service feedback.

Eugenia Lin avidly enjoys writing about a variety of topics and currently writes for the contact center solutions specialists at KOVA Corporation. You can find her at LinkedIn.