A Purdue University Study found 85% of respondents
“formulate their opinion of the company and its brand by the contact center and
the agent”. It seems like common sense
to those of us that have spent a career in customer service but does your
executive team understand the ramifications of this survey finding?
If you are running a contact center, think of the
responsibility you have regarding the success of your company. It is a statistic
that every executive at your company should have emblazed in their memory. If
you have an executive team that doesn’t believe investing in the people,
processes, and technology of your contact center, share this with them and see
if it changes their mind?
Can your company afford to ignore or continue the current
strategy you have for the contact center? The idea that the contact center is a
“cost” center rather than a revenue center is debunked by this one piece of
data. To make the point, how much is your company spending on their branding
initiatives in the Marketing budget? If your company is spending money to
increase brand loyalty and awareness, the best bang for the buck would be
putting some of it right into the contact center. In order to support a
branding effort, the company better be able to back up that campaign with
agents and management in the contact center that understand the important role
they play in the value of the brand.
Is the cost of operating a best in class contact center
worth the cost? If 85% of your brand reputation is based on a positive
experience with your contact center; you bet!
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