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How Best Practices Can Lead to Better Performance in the Hosted Contact Center
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How Best Practices Can Lead to Better Performance in the Hosted Contact Center

February 10, 2015

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By Susan J. Campbell,
TMCnet Contributing Editor

How does your team deliver customer care? In the hosted contact center space, the answer may be focused on policy, industry trends or simply exceeding the performance of the competition. Comparing your performance against best practices in the industry, however, may or may not help you develop what you need to stand out from the competition.


In fact, the Zendesk Benchmark report published recently highlighted that operational traits can be more effective and relevant in comparing your performance against others. With the use of machine learning techniques, the research also determined that the support teams fall into four main groups: relationship builders, masters of complexity, late bloomers and captains of scale.

“Just because teams or businesses are in the same industry does not mean that the way they deliver customer service are always comparable,” said Jason Maynard, senior manager of data and analytics at Zendesk in a press release. “There are many types of customer service operations within the same industry—ranging from small, loosely structured teams that manage a low volume of requests to large, sophisticated support operations that serve millions of customers. We wanted to help customer service organizations benchmark themselves against a more relevant set of peers.”

The report found that overall customer satisfaction declined in the fourth quarter of 2014, pointing to the need among organizations to reexamine their customer service initiatives. The biggest fourth quarter drops were measured in the retail and travel industries. As these industries commonly rely on the hosted contact center platform for customer interactions, the tools for measuring outcomes are readily available.

For an organization that is considered a relationship builder, small teams are managed as a way to provide the personal customer experience that customers love. The masters of complexity are driven by detailed support requests and have very sophisticated customer service operations. The late bloomers tend to have an unbalanced approach to support and have yet to realize their full potential. The leaders among them all are the captains of scale that have set the fold standard in customer service.

This report points to the elements that you need to consider internally if you want to improve the way your hosted contact center manages customer interactions. It also highlights where you’re more likely to fall in the categories based on your makeup. If you’ve got your sights set on being a captain of scale but you operate more like a late bloomer, your strategy will be very different from that of the relationship builder.

The true key to meeting customer expectations is to understand what customers want from you as a brand. They may compare you with others in the industry, but they’re more likely to compare you to other brands that deliver the same benefit to them. As a result, you need to look internally and determine your best strategy building on the tools you already have in place. 




Edited by Stefania Viscusi
Hosted Contact Center Home Page





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