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Contact center strives for strategic role in customer experience management
This article is part of the Customer Experience Exchange issue of January 2012, Vol. 1, Issue 2
While the contact center might stand on the front lines of day-to-day customer interaction, it is often overlooked as a linchpin in a broader customer experience management (CEM) initiative, in part because of outdated perceptions of the organization as a cost center, not as a strategic resource. In fact, experts say the old-school view of the contact center is that of transaction handler, whether that transaction is buying a product such as airline tickets, providing a service such as checking credit card balances or simply serving as a gatekeeper to deal with unhappy customers. "The call center gets marginalized on a regular basis -- it's thought of as a necessary department and cost structure required to deal with unhappy customers and to put out fires," noted Jeanne Bliss, president of Customer Bliss, a consulting company that coaches companies on customer experience. "It's not viewed as an indicator of the early issues that can help drive the business." For more on the contact center and CEM Read about the updated metrics ...
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Features in this issue
It may live on the front lines of day-to-day customer interaction, but the contact center is not always a pivotal piece of companies' customer experience management (CEM) plans. Here's how to transform the contact center into a strategic CEM asset.
Providing customer service agents with knowledge and technology improves the overall customer experience, according to industry experts.
Industry experts say companies need to step up plans for cross-channel customer service or risk damaging customer experience management strategies.