Today, we exist at the cusp of a technological revolution that has proven to provide not only resolution based commodities but also serves to induce a sense of holistic services. At such a moment, one might argue that customer care responders, services and call centers need to radically transform themselves, to accommodate and cultivate a unique perspective of customer-driven engagement centers.
Thus, the transformation of your contact center and the services provided, to the more expansive, intricate and multi-dimensional customer engagement centre is an integral step towards the future development of your institution. This holds special importance in a market where customer satisfaction and loyalty dictate the progress of any business endeavor.
Below is a comprehensive list of methods one might execute to make their institution more customer-centric, as well as the challenges and investments they will have to face in this transition.
- Review Customer Data
Analysis of customer related data including queries, complaints, and suggestions may prove as an initiation into achieving a more customer-driven environment in your contact center. In the current setting, social media platforms can be accessed as a company’s primary source of sales and interaction with the customer by including services such as product information, trial options, etc. Establishing a secure dialogue between customers and your institution is a crucial component of a wholesome engagement centre.
- Introduce a More Cooperative and Integrative Communication Channel
Eventually, as an institution evolves to accomplish a consumer-centric existence, it shall serve to provide not only the evident grievances and responses of the customer, but also create an inclusive channel which encompasses all the niche and specific demands of the customer such as product and services information related queries, list of services provided, questions addressing transparency, cost, complaints, suggestions etc.
- Cultivate a Customer-Centric Perspective in Agents
As first responders/interactors with customers, your agents play a vital role in representing your institution. To reap the most effective customer satisfaction, one must invest in equipping agents with a mindset where the customer is the nucleus. For this, agents must be bound to comprehend customer care as not just a value-added service or a means to an end, but as the sole responsibility of the agents. Another investment in the human resource frontier may include investing in such education of your agents so as to enable them to address a multiplicity of services while also providing tools to engage in the Next Best Action (NBA).
- Customize Customer Needs
Providing your consumers with an array of methods best suited to accommodate their unique demands and services might play a pivotal role in increasing customer satisfaction rates. Understanding and remembering customer demands such as their preferred mode of interaction, be it automated responses or live action responses, or small details such as preferred time of interaction may act as a deciding factor in keeping your customers engaged and committed.
- Chart and Evaluate your progress
Reviewing customer satisfaction data periodically will help you locate your position on the grid and will also enable you to set a desired level/goal of desired engagement with your clients. Statistics such as these will be important to understand how and where you are in the overall market and help your institution to employ the specific metrics it will require to achieve and alleviate to its optimal customer engagement level
Hopefully, these methods above will prove beneficiary and enlighten you in the creation of contact centers driven by client-centric and customer prioritized initiatives. But one’s institution must also be adept at troubleshooting the challenges in the face of such a transition such as;
- Such a migration, of contact centre into an all-encompassing engagement centre might not be cost effective. To ensure such a dramatic change which involves not just method and practice but also mental perspectives, does not prove to be draining one must execute such a process gradually and eventually.
- Moreover, data management and research during transient stages might be difficult and chaotic to locate, analyze and execute especially logistics spanning over multiple business units.
- In the face of increasing fraudulent scenarios, to safeguard client interest, compliance with regulations to need to be constantly updated and required to be sanctioned off. This boon to the consumer may prove to be a bane to the institution as it needs to introduce agreement articles every time it executes a change.
Finally, the aim of any institution, company or contact centre aiming to be in the best interest of its consumer and client must involve in providing consistent and integrative user experience. In doing so, it will transform from a myopic contact centre to an Omnichannel customer engagement centre.