#contactcenterworld, @whirlpoolcorp
With 2015 coming to an end and 2016 right around the corner, we at ContactCenterWorld.com wanted to take the time to reflect on industry trends for the past year and try and identify what is fast approaching for the year ahead. We spent some time with Sandy Morrison from Whirlpool Customer Experience Center to get her thoughts on some poignant industry questions.

In your opinion, what has been the greatest challenge the contact center industry has faced in the last 12 months?
Cost center vs. profit center.


Why do you believe has this been a challenge?
The industry was once seen as commodity work and outsourced for cost savings. Now the industry is selling customer service as a brand positioning and this is elevating customer service beyond a cost of doing business.


In 2016, what do you think will be the top priorities in the contact center industry for each of the following: A) Contact Center Directors B) Company Executives C) IT Directors D) Human Resources Directors
A) Each director will need to inspire their organization to embrace the art of customer service, be an inspiring leader.

B) Each executive will need to embrace the strategic positioning their own contact centers can have on their brands.

C) IT will need to enable the business to be efficient and reduce effort and improve experience through technology.

D) HR will need to be business partners, driving employee engagement translating to customer engagement, and assist the business in simplifying processes again by reducing effort for our customer care professionals.


What technology do you believe will have the biggest impact on the industry over the next 12 months?
Multi and omni channel.


What impact have "external events" even had on your company, and how have you adapted your business?
Weather related closures and we adapted by creating a program for remote work hubs in the event of weather closings. We no longer are closed for weather related issues.


Do you feel the service you personally get as a customer is better or worse than it was a year ago?
It is better due to the positive perception of call center professionals.


How do you intend to improve your contact center in 2016?
We will improve by reducing effort for our employees and customer while improving their experiences. Both employees and customers will be part of a strategic engagement of reducing effort.


What contact center technology or other innovation excites you the most right now?
Mobility and multi channel.


What has been the most important contact center related conversation topic in 2015 and what are your views on this?
Strategic postioning vs. cost center.


Can you share a great story of service you received when contacting a contact center in the past year? If so, please share!
I can share many but my best was to a contact center about a mistaken charge on my credit card.
What made it great we're these words - "Mrs. Morrison you sound upset and we want your day to be better, and we want you to enjoy your day so we will take care of this issue...Trust us!!!" The word Trust was the word that got me!! And guess what I did, trust them and they delivered.Great customer service.


What do you think will be the buzz word/focus for the contact center industry this year?
Reducing effort.


Lastly, what do you think 2016 holds for the industry?
Cost center transformation to experience centers.