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From Automatic to Digital? New Trend Looming


From Automatic to Digital? New Trend Looming

March 11, 2015
By TMCnet Staff

What with advancing technology, growing outsourcing and regular employee turnover, you’d think most call centers have had more than their fair share of challenges. You’d be wrong, according to a new update from Loyalty360, the online arm of the Loyalty Marketers’ Association.


In a research update, writer Jim Tierney cites several new reports that show the latest challenge facing such centers is offering callers a ‘better customer experience’ on a regular basis. Tierney references new numbers from Opus Research that say companies will invest 10 percent more in improving customer experience in 2015 over previous years.

Further, “According to the survey, 45 percent of executives expect budgets to increase by more than 10 percent in 2015,” Tierney notes. “The same survey shows nearly 60 percent of organizations implementing customer experience initiatives on a cross-departmental basis, making it a massive priority.” The conclusion is clear: Those that don’t focus on attempting a “better experience” for customers will lose ground to those that do.

A complementary report from Orange (News - Alert) Silicon Valley reached basically the same conclusion.

Titled “Who Cares? Transforming the Connection with Customers,” the OSV research showed that companies need to change the way they view customer promotion, retention and engagement.

Tierney notes that the report offers some important points of interest. They include:

Digital Users are finding rewarding experiences from on-demand, real-time, consumerized IT companies. The report names Airbnb and Uber as just two examples of companies where digital use (and response time) has soared, making for happier, dedicated users.

Channel Surfing Gets a Thumbs Down: A Forrester (News - Alert) study shows 89 percent of customers note that repeating their information over and over again every time they switch to someone else in a company over the phone is problematic. Online self-service is making room for Live Chat, which is fast-becoming the preferred tool for replacing voice calls. In short, customers and agents need to adapt to the behaviors of millennials.

Hiring for this environment is a strategic priority: Some 60 percent of call center operators are expanding their operations this year. “The idea behind the Who Cares? report is to show that employee engagement directly relates to the care and service customers receive, which in turn, relates to a company’s bottom line,” said one deputy CEO at Orange Silicon Valley.

The trend is clear: Those call centers that embrace digital will be better able to relate to – and keep – their customers. Those that wait, might be waiting a long time.





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