Contact Center Transformation Featured Article
The Ongoing Process of the Contact Center Transformation
September 17, 2012
By Susan J. Campbell, TMCnet Contributing Editor
Companies know that without strong customer engagement procedures, pushing the brand forward is unlikely to happen. Contact center transformation focused on developing more cohesive customer engagement practices through capturing data is a highly effective way of driving sales.
Data are the hidden treasures holding clues to what customers want, how they want it and when they want it, according to this West Interactive (News - Alert) blog. Companies that have undergone a contact center transformation to build on this data know more about their clients, how they want to be treated and the most effective way to interact with them.
The data will identify the preferences of the customer and will give companies a better idea of how to personalize pitches of only the most appropriate products. Engagement strategies are vital components in contact center transformation. One valuable engagement strategy involves drilling into data, which lets a company know the absolute best time to call their clients.
Data captured and turned into business intelligence will show the history of when the client wasn’t available and when he/she was available, providing the company with the opportunity to pinpoint the best interaction time with that client. The contact center can enter that information into its system and only call at the peak answering times, which is a much more efficient process and can save money while driving sales.
Contact center transformation isn’t something that happens over a two-week period and then isn’t addressed again for another couple of years. It’s an ongoing process of re-evaluating the data and tweaking the process all the time to stay on top of customer behaviors. The best contact center transformations involve constant improvement strategies that allow for change.
A new baseline can be established after monitoring improvements and after changes are made. New goals can be set according to that baseline and once those goals are met, the baseline moves again. It’s a continual contact center transformation strategy that has been proven to work time and again.
Contact center insiders know that within the next decade or earlier, contact center transformation practices will drive them to be revenue generators by discovering exactly how to be an asset to its clients. Most contact centers are under pressure to bring performance levels up and providing an excellent return on investment time and time again.
The contact center that focuses on customer-centric practices is likely to be the one that succeeds in becoming the profit generator that administrators expect them to be. The customer is defining its preferences with every interaction; it just takes some studying of the data to realize what it is that they desire.
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Edited by Rich Steeves
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