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Turning the Customer Experience into a Two-way Street

October 18, 2012
By Tracey E. Schelmetic - TMCnet Contributor

By If your company runs a multichannel contact center that allows customers to contact you via their media of choice – Web, e-mail, telephone, social media or other channels – you may think you have the customer experience fully covered. Many forward-thinking organizations have gone beyond simply integrating the multiple channels customers might use and have integrated other departments, such as back-office processes and even marketing into the mix so that everyone can benefit from the in-depth profiles you have on your customers, and your customers can benefit from information that is not readily related to simply interactions on product purchases or services.

Often called “the customer office” or a similar sounding term, it’s usually the trademark of truly customer-centric organizations that wants to make sure there are no dead ends in the customer experience. But many organizations today are thinking that’s not enough: that’s it’s still too much of a one-way street that responds to customer views, concerns or suggestions reactively instead of proactively.

Stefan Captijn of contact center solutions provider Genesys (News - Alert) wrote in a recent blog that companies should avail themselves of this two-way superhighway between the multichannel contact center and the company. A lot of these opportunities revolve around social media.

“The global adoption of social networks such as Facebook (News - Alert), Twitter and many more (local) variances and communities opens up fascinating opportunities to involve the customer and learn from the customer’s experience to drive change and improvement at the heart of your business,” writes Captijn. He refers to the idea as “the customer engaged enterprise.”

The right place to begin an initiative like this, of course, is the call center, which has the best access to the customer experience as it exists now.

“Customers interact on a day-by-day basis with the customer service department, and by carefully analyzing the customers’ experiences; the contact center is the best place to take leadership for improvements,” writes Captijn.

It’s the first step toward building a true “voice of the customer experience,” and it’s readily attainable, particularly with today’s multichannel contact center platforms that build social media management right into the mix. Companies can more easily learn what their customers like and do not like, and they can also improve the contact center itself, making it better prepared to serve customers and be served with relevant customer information in return.

Edited by Amanda Ciccatelli

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