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Changing the Customer Experience? Change Your Culture

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Changing the Customer Experience? Change Your Culture

January 21, 2016

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By Susan J. Campbell,
TMCnet Contributing Editor
 


How many times has your company aimed to improve the customer experience? If your environment is like a lot of others, you’ve been through the revamping of the contact center, the realignment of resources, newer workforce optimization software and the heavier focus from the C-suite, all in an attempt to improve customer outcomes. Has each method worked or do you revisit the concept time and again, only to eventually arrive back in the same place?


It’s not uncommon for companies to get stuck in this rut. You look for opportunities to improve customer interactions so you not only protect the customer base, you also ensure the opportunity to derive additional revenue from that relationship. It’s a good plan, but one that can easily fall short if you treat adjustments as a momentary thing instead of a change in culture. To truly drive the impact you want, it’s important to drive fundamental change that then becomes the fundamental method of operation.

To that end, Destination CRM recently posted a piece that covered a few tips on how best to improve the customer experience and thereby positively impacting the bottom line. One of the key takeaways in relation to workforce optimization software is attention to the millennial workforce. Of the half a million individuals employed in the contact center, 40 percent are between the ages of 20 and 35. Known as the touch-screen generation, these employees have very different expectations and experiences, which can drive a cultural shift in the workplace. Embrace this segment of your employee population and maintain technology that meets their needs on a personal and professional level.

The article also suggests that it’s important to increase customer satisfaction while reducing the efforts of your staff. Is this possible, even with the best workforce optimization software? We’ve already addressed the importance of technology advancements from the user perspective. If you also consider your technology as a way to work more intelligently, you have the potential to bring better satisfaction to your customers, without placing more burden on your staff. It’s a win-win for all involved.

It’s also important to enable the omnichannel environment. Customers today don’t rely on just one channel to interact, make decisions, gather information or complete transactions. If you stick with just one of those channels, your customers will soon turn to the competitor that allows them to make changes through self-service options on their smartphone. Yes, it takes time and money to implement and support new channels, but it also takes time and money to find new customers to replace the ones you’ve lost. If you can’t stand up to the competition effectively, even that effort will fall short.

The point is, if you truly want to drive effective change throughout your organization, treat it as a change in culture. Only then will you see measurable improvements that can carry you to the next stage of successful business operation.

 
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