Boy, how customer care practices have changed over the past few decades. It’s amazing how quickly technology and the Internet impacted the way we interact, conduct business, and make purchasing decisions. Now contact centers should be utilizing the wealth of advanced technology and Web-based marketing and customer care tools available . In fact, it’s rather unwise for contact centers to neglect the important insights that can be leveraged from today’s contact center technology and multichannel marketing solutions.
Specifically, contact centers should consider implementing the following marketing and technology tools:
Predictive analysis: First, contact centers must develop a customer profile database that stores important demographic and transactional information. From there, patterns such as demographic preferences can be gleaned so that contact centers can better predict future consumer behavior. When you have access to data that can help you prepare better for future interactions you’ll be able to deliver optimal results time after time.
Email marketing: Today’s consumers spend a lot of time with their noses in their inboxes. Therefore email is a crucial marketing channel that businesses should leverage to gain more attention from existing and potential consumers. Not only is it a great way to raise awareness for your brand, it also produces actionable data—like open rates and click rates— that companies can use to track their customers’ engagement.
Live chat: Millenials are an ever-growing proportion of today’s consumers. And this generation in particular values the convenience of self-service customer care methods. So, it’s vital that contact centers employ a variety of communications channels to serve the various age groups who need information about products and services.
Market segmentation: Due to the fact that not all of your consumers are exactly alike, it’s important to have different strategies in place to serve the needs of specific groups. Leveraging data analytics tools can help you segment your customer database and sort your customers into groupings based on demographic similarities.
Don’t just sit back in awe of how rapidly technology is revolutionizing the customer care industry, rather, jump in and take advantage of the possibilities these innovations can afford your business.
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.