Contact Centers Enter The Loyalty Mix
September 23, 2010 6 Comments
Over the previous decade, companies have squeezed costs out of their contact centers through automation, offshore labor, and self-service alternatives. But no matter how hard they try, most companies can’t take human contact out of the service mix.
Many companies are realizing that some of their contact center interactions represent more than just costs; they’re moments of truth for customers, points in time that significantly impact customer loyalty.
I’ve been doing a lot of work around contact centers lately. It’s clear that companies are beginning to reinvest in these important customer contact points. So I’ll be writing more about contact centers in the near future. But for now, I just want to introduce the idea of viewing contact centers as loyalty drivers, as opposed to the historical view that they are cost centers.
Here’s how I’d compare the two approaches.
Loyalty Drivers also tap into the deep customer insight from their contact centers within their voice of the customer (VoC) programs. This goldmine has been completely untapped in most contact centers, but the rise of voice and data analytics is helping to unlock this valuable asset.
The bottom line: Contact centers affect loyalty whether you take advantage of it or not.