No matter in how many ways your brand is exposed to your customers, there is one touchpoint that is always present — the Contact Center. It’s practically certain that at some point along the path of the customer experience, the customer will have an interaction with the Contact Center.
So why do organizations tend to see the Contact Center merely as a cost?
Why can’t they see it as an opportunity to get to know the customer better, share and enrich their experiences?
So many times, organizations struggle to know what the customers want, and organize focus groups and market studies, all the while having customers willing to cooperate in the products and services that they need.
What defines the value of a product is not what the organization thinks, but rather what the customer wants. So why don’t organizations co-operate with their customers to better understand what they want and specially, how to make the experience to last longer — customers don’t die when they leave your brand, they just turn their attention to your competitor.
So don’t see the Contact Center as a cost, see it as an opportunity to better know your customers, to increase their satisfaction, to cooperate with them and to improve the customer satisfaction and loyalty. Internally, listen to what customers say via Contact Center, understand their needs and transform the information into value for your brand.
What defines the experience of the customers is not what organizations have produced for them, but what they have gained from the use of the products or services.