It’s Not Enough to Focus Only on Contact Centers
For more than 25 years, when it comes to investing in—and improving—customer service, organizations have focused most of their resources on the front-end contact center operations.
Understandably so, as technologies and business practices around recording and monitoring interactions for quality, as well as workforce management, have enabled organizations to wring out the maximum degrees of efficiency and effectiveness.
These practices have delivered significant benefits of cost reduction, better customer service and employee satisfaction in contact centers.
While there is absolutely nothing wrong with the previous focus on the contact center, changes in customer behavior and their resulting expectations of good service have skyrocketed in recent years. Today and tomorrow, delivering customer-engaging service requires a focus not only on the contact center—but also on other departments such as the back office and branch operations that “touch” customers.
Forward-thinking organizations today recognize the larger and more pressing need to optimize retail and back-office operations also. Studies have shown that a big chunk of customer dissatisfaction originates in the back office. While the people may work in the “back,” their impact on customer service is front and center.
For example, in many organizations today, there is little visibility into who is doing the work and how the work is being done in the back office. Manageability of the people and processes associated with back-office customer service work is somewhat in the dark in these organizations. However, the good news is there is tremendous opportunity to improve back office and branch operations to achieve operational excellence in delivering holistically better service and optimizing customer engagement.
Learn more about these challenges, the differences between contact centers and other customer-serving departments, and the solutions and best practices available to address these challenges.
The post It’s Not Enough to Focus Only on Contact Centers appeared first on Customer Experience Management Blog.
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