subject: It is the Service you Deliver that Matters, Not the Location [print this page] It is the Service you Deliver that Matters, Not the Location
A recent market research provider, Opinion Research Corporation (ORC), recently carried out a research to measure and analyze customer satisfaction and the differences in customer experiences through offshore and onshore contact centers. The results were interesting.
Research results had 38% of American consumers expressing dissatisfaction over contact center interactions. 36% consumers expressed likeliness of contact centers to be located offshore in future. Another key revelation of the study was that the contact center location is no longer an issue with customers. What customers really want is a contact center service where the agent they interact with is capable of understanding their problems and addressing it in as minimum time as possible.
With customer services and experiences becoming the major brand differentiator, it is more important now than ever to ensure that you deliver a service your customer's desire. Be it onshore or offshore, a quality customer experience is what is required. This shift in focus from costs and products to customers and quality experiences requires focus on and alignment of the following factors:
Customer Intelligence Monitor customer interactions and gather customer grievances, feedback, opinions, and ideas, across your offshore contact centers or in-shore organizational departments, over all delivery channels (online, in-store, etc.,). Build knowledge repositories from the derived information to ensure customer service agents are empowered with contextual data during interactions and they deliver consistent responses across all channels.
Improved Business Processes Employ best process methodologies, technology strategies, management practices and policies to enable smooth customer interactions across all channels. Thus, you should be able to effectively route an incoming call to the right agent, or in cases where problem resolution requires interactions between multiple departments, your workflow process should be empowered to connect processes or departments effectively. Technologies such as virtual agents, which can handle multiple interactions simultaneously, irrespective of the customer's communication channel, are being employed increasingly.
Employee Involvement Improving employee engagement is key to enhancing customer experiences. A leadership passionate in vision and inspiring in people values engenders the same qualities in its employees, building a truly customer-centric organization.
An increase of 1% in customer satisfaction can bring your company 15-20% increase in business. Enhance your competencies to serve your customers better and grow your business better.
