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Job Descriptions, Definitions Roles, Responsibility: Customer Service Representatives
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Customer service representatives are employed by many different types of companies throughout the country to serve as a direct point of contact for customers. They are responsible for ensuring that their company’s customers receive an adequate level of service or help with their questions and concerns. These customers may be individual consumers or other companies, and the nature of their service needs can vary considerably.
All customer service representatives interact with customers to provide information in response to inquiries about products or services and to handle and resolve complaints. They communicate with customers through a variety of means—either in person; by telephone, e-mail or regular mail correspondence, or fax; or even over the Internet. Some customer service representatives handle general questions and complaints, whereas others specialize in a particular area.
Many customer inquiries involve routine questions and requests. For example, customer service representatives may be asked to provide a customer with a bank account balance, or to check on the status of an order that has been placed. Obtaining the answers to such questions usually requires simply looking up information on their computer. Other questions are more involved, and may call for additional research or further explanation on the part of the customer service representative. In handling customers’ complaints, customer service representatives must attempt to resolve the problem according to guidelines established by the company. These procedures may involve asking questions to determine the validity of a complaint, offering possible solutions, or providing customers with refunds, exchanges, or other offers such as discounts or coupons. In some cases, customer service representatives are required to follow up with an individual customer until a question is answered or an issue is resolved.
Some customer service representatives help people decide what types of products or services would best suit their needs. They may even aid customers in completing purchases or transactions. Although the primary function of customer service representatives is not sales, some may spend a part of their time with customers attempting to convince them to purchase additional products or services. (For information on workers whose primary function is sales, see the statements on sales and related occupations elsewhere in the Handbook.) Customer service representatives may also make changes or updates to a customer’s profile or account information. They may keep records of transactions and update and maintain databases of information.
Most customer service representatives use computers and telephones extensively in their work. Customer service representatives frequently enter information into a computer as they are speaking to customers. Often, companies have large amounts of data, such as account information, that can be pulled up on a computer screen while the representative is talking to a customer so that he or she can answer specific questions relating to the account. Customer service representatives also may have access to information such as answers to the most common customer questions, or guidelines for dealing with complaints. In the event that they encounter a question or situation to which they do not know how to respond, workers consult with a supervisor to determine the best course of action. Customer service representatives use multiline telephones systems, which often route calls directly to the most appropriate representative. However, at times, a customer service representative will need to transfer a call to someone who may be better able to respond to the customer’s needs.
In some organizations, customer service representatives spend their entire day on the telephone. In others, they may spend part of their day answering e-mails and the remainder of the day taking calls. For some, most of their contact with the customer is face to face. Customer service representatives need to remain aware of the amount of time spent with each customer, in order to fairly distribute their time among the people who require their assistance. This is particularly important for customer service representatives whose primary activities are answering telephone calls, and conversations often are required to be kept within set time limits. For customer service representatives working in call centers, there is usually very little time between telephone calls; as soon as they have finished with one call they must immediately move on to another. When working in call centers, customer service representatives are likely to be under close supervision. Telephone calls may be taped and reviewed by supervisors to ensure that company policies and procedures are being followed, or a supervisor may listen in on conversations.
Job responsibilities can differ, depending on the industry in which a customer service representative is employed. For example, a customer service representative working in the branch office of a bank may assume the responsibilities of other workers, such as teller or new account clerk, as needed. In insurance agencies, a customer service representative interacts with agents, insurance companies, and policyholders. These workers handle much of the paperwork related to insurance policies, such as policy applications and changes and renewals to existing policies. They answer questions regarding issues such as policy coverage, help with reporting claims, and do anything else that may need to be done. Although they must know as much as insurance agents about insurance products, and usually must have credentials equal to those of an agent in order to sell products and make changes to policies, the duties of a customer service representative differ from those of an agent in that customer service representatives are not responsible for actively seeking potential customers. Customer service representatives employed by communications and utilities companies assist individuals interested in opening accounts for various utilities such as electricity and gas, or for communication services such as cable television and telephone. They explain various options and receive orders for services to be installed, turned on, turned off, or changed. They may also look into and resolve complaints about billing and service provided by telephone, cable television, and utility companies.