VOICE IN CALL CENTER OPERATORS

Transcription

1 VOICE IN CALL CENTER OPERATORS CATARINA OLIM Arte & Fala Research Center

2 Market positioning of Call Centers in Portugal In Portugal for two decades Various sectors: telecommunications, insurance and travel assistance, banks and financial institutions, health, trade, tourism, security, postal and distributors, transport, utilities, support and friendship Just telecommunications sector alone has more than 3 million customers and employed more than 8000 workers last year APCC, 2014

3 Powerful marketing machine and a convenient channel interaction However the preferred way of contact between the company and the customer Poor customer service can represent an average of 174 loss per call APCC, 2014

4 Call Center Operator Outbound "Good afternoon, my name is Ana Andrade, I am contacting from the Customer Service in order to... and I d like like to talk to..." Greeting, request to speak, call recording information, quickly contact and explanation, contact development, customer orientation, closing of the contact. Pragmatics Behaviour Inbound "Customer Service, good afternoon, Ana speaking, how can I help you" Welcome, active listening, call recording information, reformulation, diagnosis situation, customer orientation for solution, closing of the contact. Security, justice values, warmth and friendliness, handle objections, proactivity, customization. Language, prosody and voice Script suitable with respect to language, coherent and structured speech, pauses and silences management, intelligibility, voice and appropriate pace.

5 Characteristics Responsibility directly proportional to the capacity to solve the problem When a call exceeds the average time, a penalty is given to the Agent. Longer calls result in low success rates, controlled by the supervisor, creating an acutely stressful situation. Competence Capacity to take notes, select information, organize the answer, be empathic, and always give attention to the customer with certain expressions (not lose the call). Make the correct time management. Spending more time with misunderstandings could take longer and risk losing control of the call. Focus on communication and language skills, maintain good control of their capabilities with voice level and prosody, and persuasive speaking.

6 Research has shown that these professionals are exposed to Low air humidity, air conditioner and high concentrations of formaldehyde Inadequate working posture (sitting position connected to a more effortful voice than standing) Background noise from speech babble, ventilation, various equipment BEHLAU, 2005; COYLE ET AL., 2001; DE JONG, 2011; JONES ET AL., 2002; LEHTO, 2007; SODERSTEN, 2012; VILKMAN, 2004; VINTURINI, 2001

7 Stress Tobacco and caffeine Dehydratation Inadequate treatment of early signs Fatigue More severe long-time fatiguing vocal changes Long and loud talk Prolonged vocal loading BEHLAU, 2005; COYLE ET AL., 2001; DE JONG, 2011; JONES ET AL., 2002; LEHTO, 2007; SODERSTEN, 2012; VILKMAN, 2004; VINTURINI, 2001

8 Research question What is the self-perception of vocal characteristics in Contact Center Operators What Contact Center Operators know and do about vocal hygiene?

9 Objective This work aims at contributing to a diagnosis of the factors that affect voice quality and the degree of Voice Handicap Index experienced by Contact Center Operators (CCO) of 25 Portuguese organizations.

10 Method This is a preliminary study conducted before preventive vocal training, with a sample of 100 CCO. We used a questionnaire of demographic characteristics for the identification of risk factors and the Voice Handicap Index (VHI) 9 items.

11 Voice Handicap Index (VHI) Original version introduced by Jacobson et al. 30 questions and a self-assessment of the severity of the problem as perceived by the subject Points from the questions can be combined to assign a total score, or they can be combined through a subscale Selected because it s validated, reliable, requires little time to administer, and is easy to score and interpret BIDDLE ET AL., 2002; CHENG & WOO, 2010; HAKKESTEEGT ET AL., 2010; JACOBSON ET AL., 1997; NIEBUDEK-BOGUSZ ET AL., 2010; NIEBUDEK-BOGUSZ ET AL., 2011; SCHINDLER ET AL., 2009

12 VHI Asks an individual the effects of voice on his life These are statements that many people have used to describe their voices 3 subscales cover emotional, functional and physical aspects Captures the patient s subjective rating of a series of questions The response indicates how frequently the subject has the experience: Never, Almost Never, Sometimes, Almost Always, Always BOUWERS & DIKKERS, 2009; ELAM ET AL., 2010; HSIUNG ET AL., 2002; HUANG ET AL., 2012; SCHINDLER ET AL., 2009; THOMAS ET AL., 2007; VERDONCK-DE LEEUW, 2008; WOISARD ET AL., 2007

13 VHI - 9 Shortened version of VHI with 9-item selfadministered questionnaire Cross-cultural adaptations, translations and validations of VHI have been made for many languages. Points from the questions can be combined to assign a total score, or they can be combined into subscales ARFFA ET AL., 2012; BEHLAU ET AL., 2011; GUIMARÃES, 2004; LI ET AL., 2012; NAWKA ET AL., 2009; TAGUCHI ET AL., 2012

14 Subjects Factors N=100 Personal Age 34 years Gender 58% women Professional Education 56% high degree Hours day Sector Years in service 76% full time job 30% telecommunication 4,96 years Life style Tobacco 54% smokers Alcohol Coffee 26% use alcohol 79% drink coffee

15 Results VHI-9 symptoms felt by OCC VHI9 % OCC (n=100) Never 38% Almost never 36% Sometimes 11% Almost always 11% Always 4%

16 Results Effects between personal factors and voice handicap Personal factors Sig. N=100 Predominance Gender 0,o63 (t) Female Functional domain Age 0,05 (U) years in all domains

17 Results Effects among professional factors and the voice handicap Work factors Workload Years of service Sig. N=100 Predominance 0,o47 (U) Full time Functional domain 0,63 (t) + 10 years Functional domain

18 Results Effects from risk factors on vocal disadvantage Habits Tobacco Sig. N=100 Predominance 0,o01 (t) + 6 cigarettes day Physical domain Alcohol 0,oo0 (U) Functional and emotional domain Coffee 0,000 (t) Physical domain

19 Discussion In our research 62% participants reported one or more symptoms. Other studies report between 68% and 78% one or more symptoms Also they report that 50% had missed work because of their voice problems. No training was provided in these areas BEHLAU, 2005; JONES ET AL., 2002:. LEHTO, 2007; VINTURINI, 2001

20 Suggested strategies Voice therapy Aimed at recovering from vocal dysfunction Clients typically with initial complaints Usually come from an ENT or phoniatrician Voice training Aimed at preventing a vocal dysfunction Clients generally do not have complaints Conducted in groups JONES ET AL., 2002; LEHTO, 2007; VINTURINI, 2001

21 Suggested strategies Know the contex and necessities Provide training to CCOs in communication competences and vocal technique Sensibilization and workshops Vocal training with all CCO in the work place Individual training if needed and help in the recruitment process of CCO

22 your opinion is very important for us. Are you available to answer a brief questionnaire?... VOICE IN CALL CENTER OPERATORS CATARINA OLIM [email protected] Arte & Fala Research Center

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24 English VHI-9 F1 My voice makes it difficult for people to hear me. F3 People have difficulty understanding me in a noisy room. P4 The sound of my voice varies throughout the day. F5 My family has difficulty hearing me, when I call them throughout the house. F16 My voice difficulties restrict my personal and social life. P17 The clarity of my voice is unpredictable. P21 My voice is worse in the evening. E24 I am less outgoing because of my voice problem. E29 My voice makes me feel incompetent.

25 Portuguese VHI-9 F1 A minha voz faz com que seja difícil os outros ouviremme. F3 As pessoas têm dificuldade em me compreender num local ruidoso. P4 O som da minha voz varia ao longo do dia. F5 A minha família tem dificuldade em me ouvir quando os chamo dentro de casa. F16 As minhas dificuldades com a voz limitam a minha vida pessoal e social. P17 A clareza da minha voz é imprevisível. P21 Tento modificar a minha voz de modo a soar diferente. E24 Saio menos por causa do meu problema de voz. E29 A minha voz faz-me sentir incompetente.