Contact Centre Strategy
Customer Experience as a Strategy
It was great to catch up with Gerry Brown, Chief Customer Rescue Officer (The Customer Lifeguard), at this year’s CC EXPO! Even better was the insightful sit down we had with Gerry, who took the time to share with us his take on the latest trends in the ever changing world of customer service.
Keeping up with changing times
It’s certainly true that times change and we have to change with the times. This is undoubtedly the case for many technology suppliers out there who according to Gerry are increasingly positioning themselves more as ‘customer experience companies’ as opposed to technology vendors. Survival of the fittest is always at the forefront of everyone’s mind and bombarding your end users with the latest and greatest in technology gadgets just won’t cut it anymore. Instead, contact centres want to avoid the technology clutter and confusion, they want you to get straight to the point and have their important questions answered such as:
- What will this do for my business?
- How will this improve my customer service?
- How will I be able to deliver a great customer experience every time?
In addition to this, many businesses according to Gerry are still struggling to figure out what the exact meaning of customer experience is. More questions are being asked, prompting contact centres to increasingly think of ‘Customer experience as a strategy’.
It’s all about the technology... right?
Wrong. According to Gerry, this year has seen a major trend in contact centres realising a well-thought out strategy is the key to achieving excellent customer service. The shift has moved away from technology because, let’s face it- you could have the latest and greatest technology out there, but unless you know the one underlying key factor that makes your customers happy, your state of the art technology will be of no use to anyone, particularly your customers.
So now what?
It’s simple really- whatever it is you want to achieve with your customers, whether that be providing them with a delightful customer experience or making their customer journey easier, finding the right strategy to achieve this goal is key.
Have a notepad at the ready to put together a critical checklist of how you aim to put excellent customer service at the forefront of your organisation. As Gerry states, the most critical components to achieving outstanding customer service are:
- Making sure you find the right strategy for your organisation
- Making sure your people are capable of delivering it
- Making sure you have the enabling technology to carry it out
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