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January 2012, Vol. 1, Issue 2

Contact center strives for strategic role in customer experience management

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it is often overlooked as a linchpin in a broader customer experience management (CEM) initiative, in part because of outdated perceptions of the organization as a cost center, not as a strategic resource.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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