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Customer Service Is Important... But "CE" Is Everything - Mark Fichera - Blog

Customer Service Is Important... But "CE" Is Everything

Leading marketing strategists are embracing a powerful new concept: “Customer Experience,” or CE.

CE elevates existing notions of customer service and CRM to the next level. According to a Bloomberg BusinessWeek study, CE means creating “a practical and emotional manifestation of how a company delivers on the promise it makes to its customers, through all encounters, on all channels.” Social media, email, advertising, public relations, POP.

And the call center.

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The CE payoff: “The development of loyal lifetime advocates for your brand.”

Very exciting stuff. But the study shows that while 80 percent of surveyed execs said CE is critically important, most concede their existing CE is less than optimal.

Because it puts a voice and a personality to your brand, the call center is a critical component in effective CE strategies. Your customer service agents and outbound lead generation specialists must work in concert with all of your media and communications tactics to create an emotional connection between your customers and you.

Your call center – be it in-house or outsourced – must be strategic and brand-aware enough to support your overarching CE plan. OnBrand24 supports CE operations at Virgin HealthMiles, Sappi Fine Paper, Alpha Software and other B2B and B2C companies.

You can read case histories about them on our site.

- Mark Fichera, CEO, OnBrand24

Publish Date: September 28, 2011 10:38 AM

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