Wednesday, March 12, 2008
Proactive and Personal
DestinationCRM's Editor has a good post this morning. The upshot is the assertion that even as people and companies move online, the interaction with the call centre will become even more important in developing your real brand identity. Quoting Genesys (a call centre solution provider), they propose 4 key components of delivering great customer experience in the contact centre: Convenience, Competency, Personalization, and Proactivity. He explain that there are nine ways to fulfil these requirements: * conduct real-time satisfaction surveys; * implement a customer front door; * increase first-contact resolution; * provide a consistent multichannel experience; * maximize resource availability; * communicate proactively; * manage callbacks effectively; * provide personalized services; and * apply innovative communication. The article goes on to say that "While many of these strategies may seem like common sense for the contact centre, two in particular -- communicating proactively and providing personalized services are often overlooked because of poor implementation". Proactivity in the context of the article refers to "popping information" so that the customer doesn't have to volunteer it, or repeat it. But there is no reason at all why it would not also apply to "outbound Interactive Voice Messaging". The additional wisdom I would look for in this kind of an article is to give practitioners some kind of a "map of concerns" beginning with short sharp interventions, while at the same time, developing a view on how to progress to more strategic approaches such as "building a data strategy", "actionable information", and "customer interaction context". The number one concern of CEO's to IT directors is "fast implementation" of the projects. Hosted players enable you to get quick, sharp projects going, prove the value and then fine tune or integrate.