As the customer experience moves up the pecking order of board level priorities the
contact centre is well positioned to fulfil a central role in an organisation’s customer
engagement strategies says Dave Paulding
In a world where product and price differentiation are playing a
lesser role, it is the customer experience that is becoming the
shining star of competitive advantage and can ultimately determine
an organisation’s success or failure.
Ensuring that this strategy covers all aspects of the customer
experience and meets the demands of savvy consumers, however,
can be quite a challenging task for contact centre operators and
organisations as there is a great deal to consider, especially in a
multi-channel environment.
So what exactly should be included in a customer service strategy?
ISSUE SEVENTEEN • NOVEMBER 2014
The customer experience
Customers are looking for convenience and ease of use. They
want to make contact with an organisation in the way that suits
them – be it email, telephone, web chat or social media, and they
want their query or complaint solved as quickly as possible.
In recent research conducted by Censuswide it was found that the
preferred method of contact was email (54 per cent) followed by
telephone (37 per cent). A sample of 2000 UK consumers was
surveyed and it was further found that 79 per cent of t