A recent article from The Guardian struck me interesting. The news discussed an airline company, Ryanair, which claimed that its “softened” customer care practices –defined as the addition of new policies like “allowing more carry-on baggage, allocating seating and cutting punitive charges,”—contributed to a 28 percent jump in passenger numbers compared to last year.
From this statement alone contact center managers should gather one key takeaway: Customer care and ROI go hand in hand.
Simply put, the key ingredient to experiencing the most ROI is to build an entirely customer-centric strategy. As such, supervisors in the contact center space should strategically use this piece of news as motivation to augment their own best practices to boost contact center services ROI.
The question is then begged: What steps can contact center management take to create a well-rounded customer care strategy? For starters:
- Leverage more business intelligence: There’s a strong relationship between data and customer care in today’s buying landscape. Streamline your customer care strategy by taking advantage of pertinent data your contact center aggregates from daily inbound and outbound calls. For example, track your target consumer’s buying behavior over a period of time in order to produce customer profiles. Moreover, leverage these profiles to create predictive models for each of your buyer personas. In doing so, you’ll be able to provide faster, more knowledgeable support with each new customer care interaction.
- Boost your agent training procedures: The support of data analytics can only take your customer care practices so far. That is, your contact center agents represent a vehicle that drives either a positive or a negative customer care interaction. To safely ensure your contact center provides the best in customer care communications, in-depth agent training is required. By arming your agents with client specific training, for instance, they can become subject matter experts in targeted areas rather than be only somewhat knowledgeable in a number of areas.
If you want your contact center services to fly high this year, remember these important tips to augment your customer care strategy.
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 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 has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.