Why the ‘Contact Us’ Form No Longer Cuts It

By Steve Brubaker, InfoCision Chief of Staff

At some point in your Internet life you’ve probably experienced it. You visit a company’s website to ask a question about a product or service and, after looking high and low for some kind of contact information, you realize the only way to reach the business is by filling out a generic “Contact Us” form. There’s no direct email addresses for different departments or individual employees, no phone numbers, no social media account contact information—nothing.

 

As a customer, think about the message that sends. At best, the business doesn’t seem to care much about making itself available to address your issue. At worst, it appears the company simply doesn’t want to be bothered. Either way, you probably don’t feel valued.

 

Now, flip that scenario around. If your website doesn’t include multiple avenues for consumers to reach your business, you may be driving customers to your competitors. Chances are you have simply put updating your contact channels on the back burner rather than neglecting it because you don’t care. Still, you are sending negative signals to your site’s visitors.

 

Today’s consumers expect more intimate, personalized relationships with businesses. As such, making your business easily reachable is part of providing a high quality of customer service. With so many industries saturated with competition, customer service is now a major competitive differentiator. In an increasingly multichannel business world, if customers can’t contact you how and when they want, they’re likely to simply take their business elsewhere.

 

Just as they do when they speak with call center Communicators, customers begin to form opinions about your company as soon as they land on your website. The first thing you want customers to think when they attempt to reach you is, “That was easy.” And for that, you need to go beyond the “Contact Us” form.

Contact Center ROI in the 21st Century

Perhaps the three most sought-after—and often elusive—letters in business are ROI. Companies are constantly on the lookout for ways to increase investments they make in any aspect of their business, and the contact center is certainly no different.

After years of feeling around in the dark for solutions that drive contact center ROI, businesses finally have access to evidence-based strategies that have been proven to work. In other words, companies willing to move their contact center operations into the 21st century stand to boost their bottom lines.

For example, according to a recent study by research firm McKinsey, better marketing analytics can increase returns by 10-20 percent. Companies that use business intelligence organizations can drill down on what specific tactics work for different demographics and achieve one-to-one marketing for each individual prospect or existing customer.

End-to-end customer relationship management (CRM) is also a “must-have” for businesses looking to boost returns in the contact center. With software that tracks customer information and interaction history, contact centers can increase efficiency, boost revenue and cut costs in a number of ways, including:

  • Reducing hold times, thus allowing Communicators to handle more calls
  • Identifying new sales opportunities that help generate more revenue
  • Creating customized scripts and best practices that help foster great customer relationships

In today’s multichannel environment, more is expected from the contact center than ever before. Facilities are tasked with providing top-of-the-line customer service, closing sales, compiling and analyzing information and more. Fortunately, for contact center managers feeling the pressure of expectations, taking on a multichannel marketing partner can provide the tools necessary to send ROI soaring.

So, is your company’s contact center ready to fly?