Articles
Three Consumer Views Of The Call Center As A Critical Cross-Channel Component
August 16, 2010
Click Here To Download:•Guest Series Part 4: Three Consumer Views Of The Call Center As A Critical Cross-Channel Component
By John Stelzer, Sterling Commerce
In the last installment of our Cross-Channel Consortium Best Practices series, we conclude with a customer-centric strategy — empowering the call center. In Jim Bengier's article, he highlighted that the call center can convert a disappointed customer and deliver a superior experience when a retailer focuses on three areas: empowering people, refining processes, and leveraging technology tools. This article will demonstrate through three customer views of the call center how putting those strategies in practice can transform the customer experience.
Let's begin by recognizing that consumers typically contact a call center to accomplish one — or a combination — of three objectives:
- Get answers to their question(s)
- Purchase something
- Resolve a problem
•Guest Series Part 4: Three Consumer Views Of The Call Center As A Critical Cross-Channel Component
