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Article : Contact Center – Customer’s Voice Impact On Revenue

Is Your Contact Center A Complaints Hub Or A Goldmine For Ideas And Improvements?
The conventional view of a contact center has been the hub of complaints and a cost center. Cost reduction efforts through off-shore facilities, self-service systems, and reduced call volumes are traditionally easier to measure. What is not so easy to measure your customers' experiences from their interaction with your call center.

Few companies understand the power that their contact center has as a tool to help build their brand to increase customer loyalty. In reality, among other touch points, the contact center is a main channel of customer interaction and customers are more eager than ever to provide information on their experiences. By listening to your customers, you can have the ability to collect and push customer experience information to relevant parts of the business. The customer voice can immediately become an actionable measure of success that impacts overall revenue.

Customer/agent interactions play an important role in customer satisfaction and loyalty. Reduction in client referral can negatively impact company revenues if clients have had an unsatisfactory experience with a customer agent. Collecting customer experience information at the time of agent interaction improves the contact center as a whole.

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The customer voice is rarely included in measuring the success of the contact center. Customers communicate about the whole organization via a contact center. Find a way to get that information and those issues to the right people, right away. For example, if a customer calls complaining about a product, people in product management should get that information in real time. The customer voice can immediately become an actionable measure of success that impacts overall revenue.

Improve Agent Service Quality Through Customer Experiences
Capture customer feedback on interactions with agents through IVR (Interactive Voice Response) or online capabilities and allow contact center management and agent themselves to analyze it and improve service quality. Your contact centers succeed by understanding of the customer's experience with the agent rather than traditional metrics, such as length of calls that focus on reducing costs.

For example, two calls may be of the same length, but the customer's experience with the two service agents could be very different. More than just measuring efficiency, understand the overall satisfaction of your customers with the quality of service provided. Or if the customer wasn't pleased with the agent's knowledge level, capture the issues and aggregate them into executive reports and simultaneously push directly to the agent. Both the agent and your organization will benefit from this timely feedback as the agent will know where to improve and the organization as a whole will have an understanding of how well he/she is performing.

Leverage The Contact Center For Organizational Improvements
Monitor, manage and continuously improve the experience of your organizations' key stakeholders (customers, employees, vendors, and other stakeholder groups). The contact center is a main customer interaction point that organizations rarely leverage to improve other areas of the organization. Improve the contact center service quality by involving your customers when they want and how they want to provide their input and simultaneously integrate the customer experiences with the contact center to improve your organization as a whole. Collected information can be aggregated with data from other touch points and shared across your organization. This makes it easy for you to evaluate, analyze and draw from actual, unedited customer feedback for the benefit of the entire enterprise. As a result, increase overall customer loyalty (thereby reducing customer turnover) that is a critical factor in attaining increased revenue and profitability.

Harness Your Contact Centre Goldmine

  • Improved agent service quality: Contact centers and agents can better understand what aspects of service impact customer opinion the most and focus on improving these quickly.

  • Reduced call length: Use feedback to train agents on best practices so customers can be served more efficiently.

  • Engaged Customers: Organizations can improve customer loyalty by asking customers for their opinion and taking that information seriously.

  • Increased agent satisfaction: Contact centers and agents become better aligned to the customer experience for improved agent performances resulting in increased agent satisfaction and retention.

  • Improved agent knowledge and performance: Share and gleaned knowledge throughout the organization to increase awareness of customer issues and boost the productivity and knowledge of agents.

About Syed Hasan:
Syed Hasan is founder and CEO of ResponseTek – a provider of Customer Experience Management (CEM) solutions that help organizations continually improve customer service by delivering up-to-the-minute, front-line customer experience information to their key decision-makers. He’s also an accomplished corporate strategy and e-commerce consultant, where he defined and implemented corporate strategy solutions for top Fortune 500 companies.

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Published: Thursday, December 22, 2005

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