5 Ways Contact Centers Can Improve Marketing Performance
That customer interaction could be much improved if marketing provided customer persona-driven scripts and briefed representatives on product benefits and the campaign. The more your contact center knows about customer needs and marketing's efforts, the better each customer interaction will be. With marketing's up-front involvement, the launch's impact will be enhanced.
3. Conduct surveys. Many contact centers conduct post-call surveys to measure customer service satisfaction. You could use this tool to gather feedback on that just-launched product. Taking it a step further, you could use contact-center surveys to help develop new products, improve current offerings and learn more about what contributes to customer loyalty.
4. Integrate social interaction. By bringing your contact center into the loop with this hypothetical product launch, you're now paying attention to a critical point of customer interaction. Don't forget to integrate other points of customer inquiry and feedback into the loop, including social media.
As I addressed in my last article, customers want the flexibility to reach you via a multitude of channels, whether by phone, online chat, text message, mobile applications or social media. Therefore, it's important to harmonize communications. If this integration sounds daunting, consider a cloud-based solution.
5. Leverage insights. Now that you're engaged with your contact center, it's time to leverage what you've learned. Qualitative and quantitative findings can help you enhance customer personas, strengthen positioning and messaging, develop targeted content for different buying stages, and improve customer cross-selling and loyalty programs. In essence, by tapping into the value your contact center has to offer, you're closing the loop with your customers.
The contact center is a font of knowledge. It's where real customer conversations take place, where problems are solved, relationships are solidified, brand loyalty is developed, and profitability boosted. Marketing would be remiss in skipping over the contact center. Don't miss out; tap into your contact center today.