The contact centre is the laboratory and centre of excellence for developing, testing, refining, deploying and measuring the entire customer experience.
So says Rod Jones, consultant and contact centre expert. “The contact centre is no longer just the place to make and take telephone calls. The entire customer experience needs to be managed.”
Jones will address ITWeb's CRM 2.0 summit, to be held on 30 August, at The Forum, in Bryanston, where experts from various industries will address the challenges faced in CRM today. The summit will also discuss the Consumer Protection Act and its implications for customer interaction.
He adds that poor data is a major contributor to customer dissatisfaction in the contact centre today.
“Added to this are integration problems with billing and customer inventory data,” notes Jones. This data would help accurately profile and segment customers to enable contact centres to deploy relevant communications using the customer's preferred channels.
The contact centre no longer only handles customer complaints or queries, and as a result, contact centres now need to measure the customer experience, he continues.
ITWeb CRM 2.0 Summit
ITWeb CRM 2.0 Summit will take place at the Forum in Bryanston on 30 August. For more information and to reserve your seat, please click here.
There are lots of exciting developments in the contact centre, he believes. Tactics, techniques and technologies in customer surveys are increasing, with some companies receiving 80% response rates to their real-time customer satisfaction measurements.
The contact centre is about all forms of customer contact and channels. The modern contact centre plays a pivotal role in identifying weak points in the overall customer experience, concludes Jones.
For more information about the summit, click here.
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