customer

CustomerZone360 NEWS

CustomerZone360 Home

Customer Experience: Contact Center Vital Stop in Customer Journey as Voice of Your Brand

By Steve Brubaker June 05, 2014

We’ve all had that one experience with a company that left such a bad taste in our mouth that we vow we’ll never go back; and most of the time we never do. That’s what makes creating an outstanding customer experience so vitally important for today’s marketers… But are you doing it right?


I recently stumbled upon an article published last month by MediaPost’s Marketing Daily in regards to a Forrester report saying that many companies don’t effectively translate their customer data into customer experience improvements. Forrester also predicts that customer journey maps will continue to be stressed and will become even more in-depth.  “In 2013, companies will need tools that connect customer journeys to the people, processes and technologies that lay beneath the surface,” according to Forrester.

It’s important to consider what an important tool the contact center is within the customer journey, because it is the most direct, personal connection the customer has with your organization.  The people you have on the phone are much more than just order takers; those people are the voice of your brand to that customer. You can’t just have anyone handling your calls, but rather you should have highly trained brand ambassadors who can speak knowledgeably about your products and services, and your company as a whole.  These brand ambassadors should also utilize custom scripting based on the customer’s demographic info, buying history, preferences, etc. to create a message that is tailored to fit the customer’s needs.  This is where effective data analytics can make a big impact, because it allows you to put customer information in the hands of your agents right as the call comes in.  InfoCision recently released a case study on our Inscription technology and the positive result personalization has on ROI and customer experience.

To do these things you must work with a teleservices company that will be able to build a program to your specific needs and not just use a “one size fits all approach”. In this rapidly changing business environment, you can no longer afford to partner with a call center that only handles calls; you need to be looking for a strategic partner that is focused on and has the means to help you increase net profit and build lasting relationships with your customers.

The final paragraph in the article talks about the importance of employee engagement for customer experience professionals.  I couldn’t agree more.  A happier employee is going to be a better employee; because that happiness comes across over the phone in terms of creating satisfaction and excitement with regard to the brand they represent.  A more engaged employee will create more engagement with customers which will increase sales, create more up-sell and cross-sell opportunities and help to ensure they become a repeat customer.

I encourage you to read the article, and let me know if you have any thoughts of your own on the importance of creating a better customer experience.




Edited by Stefania Viscusi

Chief of Staff, InfoCision

SHARE THIS ARTICLE
Related Articles

Building Contact Center Solutions for Modern Businesses

By: Erik Linask    12/13/2018

A follow up on my conversation with Noble Systems and how it's handling tech trends to deliver contact center solutions for today's businesses.

Read More

CustomWritings.com: Assessment of Customer Service

By: Special Guest    12/13/2018

Custom writing services are a major help for many college students, especially those students that are feeling overwhelmed. Compared to high school, c…

Read More

5 Ways to Boost Your Hiring Process

By: Special Guest    12/12/2018

With today's competitive marketplace, organizations are quickly finding ways to reach the best talent quickly. A lengthy and complicated hiring proces…

Read More

Handling Workplace Stress From the Employee's Perspective

By: Special Guest    12/7/2018

There tends to be a lot of advice out there with regard to how to keep an employee happy and keep workplace stress at bay. It often involves incentive…

Read More

The Importance of Great Service to Your Online Customers

By: Special Guest    12/6/2018

Anyone that sells products or services online has to remember that there is a huge amount of competition from rivals. Most people these days make purc…

Read More