August 1, 2009: Christopher Musico
It’s hard to find someone not talking about how the state of the economy is transforming the way organizations have to conduct business. One of the most common out-of-bounds calls is to “do more with less”—something that might lead some companies to commit a double fault. Nowhere is this heard more plaintively than in the contact center—especially one still seen by its corporate overseers as a cost center.
That said, there are companies treating this time of austerity as an opportunity to invest in customer service, recognizing the potential benefits to customer loyalty and retention.
“Now is the time to retool and rethink,” says Connie Smith, president of customer service consulting firm SpotOn Enterprises. “We’re seeing the best companies out there build relationships and really connect with their customers.”
Of course, there’s no one way for a company to go about revamping its service strategies—and, like a tennis player’s preference for a backhand or a forehand, some techniques are specific to certain company sizes and industries. “There’s no silver bullet as far as a great strategy,” Smith admits. Amazingly, however, the vendor executives, industry analysts, thought leaders, and even contact center employees we consulted for this article seemed to reach consensus on a single truth: No matter what your company’s circumstances, the “best” approach is one that takes that particular situation into account, and lets you play your own game.
To begin with, says David Butler, executive director of the National Association of Call Centers (NACC), check out the fancy footwork of companies similar to your own. “Instead of thinking of strategies themselves, imagine companies most known for the best service, and deconstruct what they do well,” he suggests.
Once you’re ready to serve, some common themes seem to hit the sweet spot—and we’ve gathered up 10 top-seeded strategies that can help you stroke your way to a better customer experience.