The key to success is to integrate and balance technology with human skills, says Mark Payne, director of African operations for Genesys Telecommunication Laboratories.
"Technology helps a great deal with creating an excellent customer experience, but companies must not forget about the human touch. With all the CRM, workforce management and interactive voice response (IVR) technologies available to contact centres, achieving a high level of customer service has never been easier. The question is: are modern companies prepared for all the technological advancements?"
According to Genesys, to achieve customer satisfaction contact centres need to focus on integrating people, processes and technology. Genesys recommends that contact centres train agents to deliver an end-to-end service and offer service accessibility across multiple channels.
Genesys adds that agents should deliver on the business promise and pay attention to customers. The company advises businesses to get the most out of technology such as IVR systems.
Retaining customers
GetClosure, a local Internet-based complaints management service, reveals between 60% and 75% of customers will do business again with a company they have a grievance against, provided their complaint is resolved. Up to 95% will do so if it is resolved quickly.
The company notes that return on investment from an effective consumer complaint resolution strategy and system for retailers can vary from 34% to 400%, while a 5% improvement in customer retention can improve profit by 25% to 85%.
The cost of obtaining a new customer is much higher than retaining an existing one and dissatisfied customers often do not complain but simply switch to another brand or service, says GetClosure.
HelloPeter.com, a similar complaints management service, revealed that over the past 12 months, 15 379 positive experience comments were received, while 53 296 consumers reported a bad experience.
Global research firm Gartner says 40% of companies will use the economic slump as an opportunity to generate post-recovery growth via the effective use of CRM strategies.
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