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Aditya Cakrawidya
Assistant Vice President IT
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Service Quality & Development Head
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Director, Contact Center
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Manager Digital Service of Retail Customer Care

Article : Your Company’s Most Important Brand Ambassadors

The importance of the contact centre’s function as brand ambassador has been overlooked by management for years. However, this is about to change as more and more companies are realising that the battle to win and maintain customers is fought by contact centre agents every day.

"We recognise the trend and appreciate the significant role of the contact centre," says Andrew Doyle, Managing Director, Jabra Business Solutions, UK & Ireland. "We believe that contact centre agents are major contributors in safeguarding brand perception and by making this value-add tangible, it will clearly demonstrate their role as brand ambassadors alongside their Marketing colleagues."

According to Laura Bassett, Director of Marketing and Customer Experience at Avaya, a global provider of business communications and Sarah Stealey Reed, Content Director at International Customer Manager Institute (ICMI), we will see a shift towards contact centres becoming much more of a customer experience and knowledge centre, playing an important role as "brand guardian". Sarah Stealey Reed, ICMI, comments: "When customers finally communicate with the contact centre it is because they literally have reached the end of the line. So, that interaction with the agent needs to be fantastic or this might very well be the last time you will ever hear from that customer again." Companies are no longer being defined by their products, but by the way that customers experience them. And now that the customers have so many options of brands and products to choose from that experience is vital. "That is why call centre agents are becoming much more like brand ambassadors," Sarah Stealey Reed concludes.

Minimising customer handling time can be risky business

For many companies LEAN and cost reduction have been key words during the financial crisis, and there has been a great focus on how each contact centre agent can minimise customer handling time. But according to Laura Bassett from Avaya this can be risky business, as this might initially save the company costs, but may leave the customer with unresolved issues after having been through customer service. The key here being that although your company may save on handling time, your customer might be the one that is left with all the extra work and that creates a very poor customer experience of your brand. Sarah Stealey Reed, ICMI, said: "What customers want right now is to be helped as fast and effectively as possible. So the agent needs to be effective, efficient and proficient about it – it is not about how long it takes the customer service agent afterwards, but about helping the customer as soon as possible."

The need for a shift in behaviour towards reducing the customer’s handling time – not your company’s

Laura Bassett from Avaya says that businesses must never forget that the way your customer service agents handle your customers’ issues basically communicates whether you care about your customers or not. And those customers will not hesitate to tell other customers publicly what they think about your customer service, which is why an increasing amount of critical communication on social media steams from customers sharing bad customer service stories on Facebook and Twitter. That is why contact centre agents should be seen more as brand ambassadors whose main goal is to create the best possible customer experience: "I believe that it is important that there is a shift in behaviour. It is not about reducing your company’s handling time, it is about reducing customer effort. Where the market will be going now is with a much greater focus on customer experience management. In the future, we will see a greater focus on how your call centre can be the best possible brand ambassador and create the best possible brand experience."

About Jabra:
Company LogoAt Jabra we have expertise through professional sound. Proudly part of the GN Group, Jabra are providers in intelligent audio solutions and innovations for the last 150 years to transform lives through the power of sound. We help contact centres of all types and sizes to reach their full potential and unleash the power of conversation with business-grade audio and video collaboration solutions. To aid productivity and increase customer satisfaction, we have developed a range of audio devices that can empower agents located within noisy working environments in the office or at home. Jabra professional corded and wireless headsets provide outstanding call quality, intelligence and all-day comfort, including features such as noise-cancelling microphones, enhanced hearing protection, live agent guidance and call analytics; ideal for people who talk for a living.
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Today's Tip of the Day - Call Your Competitors

Read today's tip or listen to it on podcast.

Published: Friday, December 13, 2013

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2024 Buyers Guide Speech Technology

Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


Daisee builds technology that empowers people to solve problems by making interactions simple and smart so they can have a more significant impact, be more productive and be better at what they do. We believe incremental improvements carry huge potency and provide exponentially greater change for the better.

Genesys customers can now automate risk and quality management using Daisee’s speech and sentiment analytics and remediation workflow software. Daisee helps improve customer experience, ensure regulatory compliance, identify missed commercial opportunities & training requirements as well as provide valuable insights back to the business directly from the frontline – the true voice-of-...
(read more)


Advanced speech recognition and natural language expertise that routes callers by simply asking ‘how can I help you?’. It allows customers to use their own words to ask for what they want and steers them to the right place.

Menus are eliminated altogether and contact centres can use a single inbound telephone number.



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