Traditionally, businesses think of contact centres as the place that customers call when they need help. Customers get in touch when they need more information about how to use a product or choose a policy that’s right for them and then the call ends. That’s it. Support agents are on the front lines of helping customers make the most out of recent purchases or find out the best way to make use of the company’s services, but they’re often isolated from the rest of the company’s operations.
Brands are missing a big opportunity. Since support agents are talking to customers all day long, they can provide valuable insight into the challenges that customers face on a daily basis. This feedback can help supercharge marketing campaigns in new and creative ways and it also means that support agents are important brand representatives. If a customer has a bad experience on the phone, there’s a good chance that he or she will talk about that experience on social media. Today, poor customer service doesn’t just affect your relationship with one customer – it affects your relationship with countless potential customers as well.
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Personalising for a Positive Experience
A positive customer service experience builds loyalty and ensures that customers will recommend the brand to friends and family in the future. A lot of the time, that means personalizing the experience for each and every customer. But how can you ensure that support agents have the information they need when a customer calls or emails about a particular problem?
It all has to do with empowering contact centres with the right data. When brands integrate customer data from different departments, support agents can personalise service like never before, drawing data points from social media, demographics, purchase history, engagement history and more.
But what does that plan look like? How do you consolidate all the customer data that support agents need to take contact centres to the next level? Register for our webinar to find out!