Let’s assume the typical consumer interacts with 5 to 10 separate companies over the course of a business day. This could start with a call to the bank and a lengthy hold time; a long wait in a fast food line, only to be handed the wrong order; or poor mail delivery, getting handed someone else’s mail by mistake.
But throughout that day, this consumer might also be exposed to much better customer service than your organization currently provides. And that positive experience with other organizations may be enough to make this consumer stop doing business with you.
Keep Your Customers Coming Back
At the end of the day, you need to make sure your business goes above and beyond in catering to every customer’s need. This is perhaps no more important than in the contact center — a touchpoint that is constantly under the spotlight when it comes to customer experience. The facts say it all: 8 to 15 percent of a company’s customer base is lost each year, and 68 percent of these are a result of indifferent or negative phone treatment. Therefore, you will want to take every precaution possible to ensure that your contact center treats your customers with the right amount of attention necessary to keep them coming back.
Customers typically tell twice as many people about a bad experience with customer service than they do a good one. Moreover, people typically learn about a bad interaction through word-of-mouth. And communications vehicles like mobile devices and social media have expedited the process of spreading word-of-mouth.
Caller Personalization Drives a Better Customer Experience
One of the best ways to amplify the customer experience is to personalize each and every interaction, blending self-service with assisted service. When these elements are combined, the result is a completely personalized customer experience. Giving your call center agents access to previous context and interactions with each customer will allow your company to provide real-time, appropriate information during customer interactions – and most of all, the interactions can be personalized.
In order to provide better personalization, you need to have a customer experience platform that provides the proper routing infrastructure and applications to track customer activity across multiple points along the customer journey, and tight integration to the self-service and back office applications. This means staying with a customer as the person moves from a Web chat to the phone or from email to mobile engagement. Social media, in this regard, is just as important.
When you invest in the personalization of your contact center services, it means that with each call, you will worry less and less about delivering a negative impression to your customers. As you work to reel in consumers to your company, personalization is the bait that makes a customer feel more like you know them and less like a number in a database.
Thanks for reading!