Magazine article CRM Magazine

How Voice of the Customer Depends on the Contact Center Becoming the Voice of the Business

Magazine article CRM Magazine

How Voice of the Customer Depends on the Contact Center Becoming the Voice of the Business

Article excerpt

Despite access to more consumer data and insights, businesses are routinely failing to meet the expectations of today's average individual, and are paying dearly for it. In fact, fifty-three percent of US consumers switched providers in 2014 due to poor customer service, fueling the aptly named and growing, $1.6 Trillion "Switching Economy". And while 82 percent of companies claim to deliver superior customer experiences, only 8 percent of consumers agree, highlighting just how poorly the majority of today's providers are listening to their client-base.

VOICE OF THE BUSINESS TO HELP DRIVE VOICE OF THE CUSTOMER

As the emphasis on the customer experience continues to drive business initiatives and strategy, contact centers are increasingly becoming the face of the enterprise. And yet, many organizations still assign and segment contact centers to specific departments (46% under Customer Service, 26% under Operations, 12% under C-Level units, 10% under Marketing, and 5% under IT), effectively complicating the ability to deliver upon a unified company message while limiting a rep's insight into the complete history of any single individual. But any successful VOC program is contingent on a business allowing for a more integrated and collaborative environment to exist across departments to facilitate and combine the various customer data points stored within each, with the contact center acting as the central nerve system to it all. By giving reps access to information across all aspects of the business, and treating the contact center as its own entity, the ability to deliver on the customer experience clients have come to expect becomes much more feasible. In short, VOC is contingent on the unification of all the data management systems a company may be subscribed to (CRM, Ticketing, WFM, etc.), while allowing contact center reps to be multi-faceted in the services they can provide. If realtors always claim location, location, location, than VOC advocates should be screaming integration, integration, integration.

A SINGLE PLATFORM FOR THE MULTICHANNEL CUSTOMER

While voice still remains the dominant mode of communication, with 98 percent utilization amongst businesses, alternative means of communication are playing an increasingly important role, with a direct impact on VOC. In fact, today's average consumer will use three or more channels to communicate with a business, including email, text, chat, social media, and even video. But while organizations accept the importance of maintaining multiple forms of communication for inbound, outbound, and blended initiatives, many do so in a disjointed fashion. …

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