One of the most important challenges all companies are facing is how to effectively reach their target audience and at the same time provide a good customer experience.
It is no longer just about selling, it is about how to sell better than your competition and treat your customers so they feel special and don´t leave. No matter what your company sells, the social consumer is very informed and doesn´t settle with anything, they want the best and want to feel well cared for and listened to, wherever they are, when and how they choose.
This level of care requires great efforts in the definition and implementation of the communication process with customers. To this, we must add additional work due to the proliferation of new communication channels that must be properly integrated and remain consistent with the customer relationship, this is what we call Omni channel attention.
Omni channel attention not only takes into account the attracting and retaining customers phase. To make this investment of resources from marketing departments profitable we should monitor and follow-up on the information provided from the call centers in order to maximize customer service and / or complement the results of our campaigns. Customers lead the conversation with companies and demand exceptional customer service. A happy customer is more inclined to speak well about those companies that dispended a good customer service and this may favor us even more than an expensive media campaign. But to take advantage of these willing and satisfied customers, our policies must contemplate this part of the process.
The customer reactions are spontaneous but the management of these reactions should be planned, whether they are for good or for bad. Integrate interactions and incorporate the results into proactive campaigns can be very helpful. We all know the consequences of doing it wrong in the social era in which we live in. Tthe consequences of negative campaigning, blog comments, social networks and even email are exponential. Poor customer service costs 83,000 million in losses every year to businesses in the U.S. (source: Parature Customer Services Blog) and according to the “American Express Survey 2012” : 1 person communicate a bad experience to 24 people and only to 15 people a good one.
Thus, there is an evident need for a contact environment that enables contact interaction with our customers as they expect, giving them a personalized solution and especially ensuring that the desired value added is provided and that it is perceived. The mobile phones adoption, the different technological channels and the change in our customers habits make companies be aware of the need to be prepared to provide the same customer experience regardless of the means by which the customer is contacting us , and avoid mistakes like giving different answers through different channels ( which confuses and frustrates the customer, damaging the brand of the company, generating lost profits, and wastes resources ) also, the customer experience has to be the same regardless of where the contact ( mobility ) originates.
Focusing on customer relationship is critical for business success, opens new opportunities to increase competitiveness, ensures loyalty and provides the necessary knowledge of determining not only who buys the products but also who recommends and criticizes it . With this information we can act to influence and transform indifferent customers into loyal recurring customers that buy more often.
The Contact Center becomes a centerpiece of this reality, the backbone of Omni Channel strategy, a source of information about our market and execution arm. It is for this reason that companies are putting focus on its Customer Service Centers and searching how to differentiate through services , quality , efficiency , and profitability without the customer perceiving technological processes underneath, only feeling the friendly and fluid treatment that characterizes a good relationship.
We live in a new reality that marks a paradigm in which the markets have to be addressed from the deep knowledge of the business, the customer ( 360 º ) and their needs , able to provide new insights with which to discuss , teach and push towards new relationships and new perspectives that support business development . Success lies in successfully implementing a contact strategy that combines simple , modular, and cost effective technology and operative processes , implemented by a team of well selected trained and motivated people that are able to contribute to the achievement of the business objectives.
