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Contact Center Software Plays an Essential Role in Building Brand Awareness

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TMCnews Featured Article


August 21, 2012

Contact Center Software Plays an Essential Role in Building Brand Awareness

By Susan J. Campbell, TMCnet Contributing Editor


There is an old adage that says, ‘You’re not what you say you are, but rather what others say you are.’ The same is true when it comes to branding and company image.

To get a true picture of your brand, go no farther than your customers’ perceptions, easily captured with contact center software.


Most companies feel that there is a special person or team within the organization who bears the load of promoting the brand, according to this Sales Portal blog. And while undoubtedly there are groups that focus on this more than others, the true responsibility for brand management is shared across the organization.

Anyone who is a primary source of contact with your customers, especially employees in sales and customer support, help mold and shape brand perceptions – regardless of whether they realize it or not.

Contact center employees are among the biggest untapped resources available to bolster a company’s brand. In fact, a study from Purdue University (News - Alert) showed that 92 percent of customer evaluations of a company are based on an experience with the call center. In fact a call center representative may be the only face of your company that the customer sees after purchasing your product.

Proper contact center software can help maximize the customer experience by aiding in an effective and speedy, first-call resolution. Conversely, a poor contact center experience can be damning; according to the aforementioned study, 89 percent of customers said that one negative experience was enough to cause them to take their business elsewhere.

With call center software that keeps track of relevant data, employees are able to interact on a more personal level and be more engaging. It’s about building relationships and showing your customers what you’re all about that will help positively influence how they view your brand. A customer will get more of a feel for who you are and what you represent by interacting on this sort of personal level than he or she ever will by your advertising campaign or website.

Businesses cannot afford to have their contact center personnel serving as simple order takers. Every call is an opportunity to build your brand, and that is why having the proper contact center software is so important. Each call should be quickly routed to the right representative who can successfully resolve a customer’s issue.

Being able to engage with the customer via their preferred method of communication, be it voice, e-mail, social media, or interactive chat is another reason that contact center software is important. Whereas other communication channels such as blogs and forums allow your customer to set the tone, the contact center is unique in that it actually allows the company to control how the brand image is perceived.

Employing the right software and pairing it with the best people is a winning strategy. The hiring of brand ambassadors in place of traditional call center agents is also a trend that is gaining momentum. Companies would be wise to consider this shift, ensuring a positive experience does as much for the customer as it does for the bottom line.

Zeacom (News - Alert) is an award-winning provider of multimedia contact center and business process automation software. A ZCC (Zeacom Communications Center) deployment touches the entire enterprise. Through a single application interface, distinct user groups can utilize the tools to better manage their communications; each user gets the specific functionality they need to become a more effective communicator.

Zeacom offers an expansive solutions portfolio that can be tailored to increase revenue and lower costs, while improving customer experiences. By making each activity agents undertake easier and smarter, Zeacom software helps companies retain their best people for longer, and helps them deliver a friendlier service to your end customer.

To find out more about Damon Carter and Zeacom, visit the company at ITEXPO. To be held Oct. 2-5 at the Austin Convention Center in Austin, TX, ITEXPO (News - Alert) offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. Carter is speaking during “Microsoft Lync: Separating Hype from Reality” For more information on ITEXPO, click here.




Edited by Amanda Ciccatelli







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