Care management and customer relations

Is taking care of employees a driver of growth for companies? It is the theory advocated by care management supporters, so let's find out more about it.

1 August 2022

What is care management?

When we talk about care management, we should go back to its origin, the ethics of care. This concept emerged in the USA in the early 80s and is intended to lay the foundations of a management style that takes care of customers, employees, and managers. As such, care management encourages us to think in systemic terms – customers and employees are first and foremost “people”. The underlying principles are trust, listening, empowerment, and recognition.

By implementing a benevolent management model, employees and managers are better taken care of and this positivity is passed on to the end customer.

Thus, the human factor seems to be a key factor in the success of organizations.

Care management & benevolent management

The ambassador of care management in France is Benoît Meyronin. He discusses the subject in his book “Putting people back at the heart of the company: care management”. He emphasizes the fact that care management should not be limited to the concept of benevolence, as this is merely an extension of it. Ideally it should lead to symmetry of attention: this principle implies that by taking care of the teams, we increase their satisfaction and they produce better work, which in turn will improve customer relations. In other words, a successful customer experience means that the employees are also receiving an equally high-quality and high-level experience.

Care management & customer relations

The last ten years have been marked by an increase in digitalization. This includes but is not limited to going paperless, outsourcing, process redesigning, improved filing and information transfer, artificial intelligence, and the increasing adoption of remote working.

All these new factors have made management practices more complex at all levels of the company whether it’s senior management, the customer experience department or the human resources department.

In a service economy, such as that of customer relations, providing special attention to customers and employees is more significant than ever. The challenge of “taking care” consists of enhancing both the customer and employee experience at the same time as the employer brand.

Care management and business transformation

Taking care of your customer relations teams is essential to providing a better customer experience. In the wake of the COVID-19 crisis, the companies that have been most responsive are those that have focused on meeting their employees’ needs. These organizations have shown kindness, flexibility, and understanding to their employees and co-workers.

Instead of portraying digital technology as an enemy, companies have demonstrated its positive aspects and its ability to ease the day-to-day workload of their teams.

Is the well-being of employees a driver of growth for companies? It is the theory advocated by care management supporters. We will also show you how technology can help your employees by freeing up their time and saving their energy.

A real-world example of care management

If there is one area where care was not at its best, it was certainly in the call center with its repetitive tasks, dealing with unhappy customers, constant calls, and pressure-based management.

In this field, the care revolution did not come through management, but through technology. The most important factor for customers who call is the availability of advisors. This is where the advantage of the Callbot comes into play, as it makes it possible to accurately respond to a large volume of calls and to provide an answer to requests 24/7 by achieving specific objectives:

  • To be able to hold a fluent and natural language conversation with customers
  • To guarantee a seamless customer experience by directing callers to the right department
  • To distribute calls according to the skills of each employee, thus enhancing human capital.

Since it automates high volumes of conversations and assists advisors on a daily basis, the callbot will work positively on two fronts:

  • Employee care
  • The company’s success by increasing customer satisfaction!

Let’s take the example of DIAC‘s customer relations center in Lyon, where the Callbot is now part of the onboarding and training process for new employees.

After an initial period of in-house training, the newcomers join the team to develop their knowledge and become familiar with the business. They start by processing the emails received by the Overflowbot with the transcription of the request, so that they can analyze the different reasons for the calls and learn how to answer the customers.

This is how they gradually build up their skills just before taking on incoming calls directly. This incubator is a valuable way to train qualified advisors to be able to handle complex customer requests.

Zaion’s Callbot solution has improved customer satisfaction, but it has also revolutionized the internal organization of employees. It is a technological tool that enhances teams, customers, and efficiency!