Contact Center Solutions Featured Article

Marketers Need to Consider Contact Centers

December 28, 2017

Calabrio recently published paper “The Health of the Contact Center: Agent Well-Being in a Customer-Centric Era” discusses rising customer expectations, the lack of necessary tools in many contact centers, and the need for customer experience efforts to span on contact center and marketing.

According to the survey results, 45 percent of contact center employees say customer expectations continue to rise. Thirty-two percent say customer demands will become more complex in the next two to three years. And 26 percent of contact center agents agree that their top challenge is not being well-connected to the rest of the organization.

The report based on the survey suggests these findings indicate it’s important for companies to connect what they’re doing in the contact center to their efforts on the marketing front. Rebecca Martin, vice president of marketing at Calabrio, writes this in a recent byline: “In the coming year, CMOs who understand the importance of customer experience to brand loyalty will absorb even more responsibility by helping glean the right insights throughout the customer journey. For full visibility, they should include customer interaction data from the contact center.”

And to get that visibility, she adds, contact centers need to leverage and be able to have one view of an array of customer interaction channels – including text, web chat and more. However, she says, 44 percent of the agents Calabrio surveyed said they lack the necessary tools to solve customer challenges. And, she says, 34 percent say they don’t have the right customer information available at the time of a request.

“If the contact center lacks the tools to optimize the customer experience, satisfaction suffers, and the potential for valuable cross-channel insights is lost to the rest of the business,” she writes. “That’s why it’s important for marketers to leverage business intelligence solutions that not only equip agents to deliver better customer interactions, but also generate insights that inform decisions both inside and outside the contact center to improve overall customer satisfaction.”

Edited by Mandi Nowitz