Focus on Customer Care to Skyrocket to Success

Good customer experiences are good for business. In the past, that meant having a smile at the ready and fielding a few phone calls, but we’ve come a long way since then. Today, the customer is in control. Companies are well aware that quality of service can significantly impact their bottom line; it also determines whether customers stay with a brand, and even advocate for it.

Yet, according to the latest 2015 Forrester Research survey, most companies are still delivering just an OK experience. In fact, several industries ranked lower in customer experience than they did just six months prior, with consumers saying that their experiences were poor or very poor.

What’s preventing businesses from delivering superior customer care experiences, particularly when we’re seeing so many companies reap the benefits of a well-oiled customer service strategy?

In some cases, it’s a lack of understanding as to what makes a good experience; in others, it’s a lack of planning and implementation. Business leaders must be not only dedicated to the cause but also determined to create a plan and see it through—no small feat in light of the technology tools and human resource training that it takes to do this successfully.

Many companies are finding that they can grow faster in this area by outsourcing. A Radiant Insights research report states that the global outsourced customer care services market is projected to reach $84.7 billion by 2020, propelled in part by an increasing need for interaction through non-voice channels.

Contact centers bring to the table a wealth of knowledge about the customer care industry, as well as a specialized expertise in the related technology tools that provide deep insights into customer attitudes and buying patterns. They also offer a sophisticated set of service options (including non-voice channels), and dedicated customer service staff. Businesses that choose to outsource benefit greatly from the assistance—and gain a partner in their quest to deliver superior service.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.