For generations of customers and customer support representatives alike, the experience of trying to work together to resolve a problem over a phone line has often been extremely frustrating and unsatisfactory even when ultimately successful. I remember countless episodes from my own days many years ago as a support rep, telling customers “Now enter this command, and then tell me…
A consistent theme of this series of articles is that The Best Support Call of all was the one that was never made because the product didn't generate the need for it. I've been advocating that basic reality for all of my career, and yet still encounter obvious examples of companies shooting themselves in the foot, wasting money and reducing customer loyalty. While there are times that you definitely want to talk directly with your customers, forcing them to engage in unprofitable and unnecessary conversation with a support rep isn't one of them. Are you throwing money away and discouraging customers in your company's contact center? Are you sure?
What's the difference between a short-term policy and a long-term strategy? All too often, it's the difference between some limited revenues and sustainable profitability. Folklore has a very apt phrase for it: “Penny-wise, pound foolish.” In more corporate terminology, “The exclusive focus on immediate gains may put long range profits at risk.” In an era where companies constantly talk of the need for 360-degree views of the customer, Customer Relationship Management and of the importance of customer retention, why is it so easy to find myriads of examples wherein valuable customer relationships are mismanaged and lost?
It's time for a change, for something new to be added to the Contact Center Technology Suite. Currently, there are at least 70 manufacturers of what might be called Case Management Systems for customer contact centers. A good CMS resource is a requirement for any customer contact center that wants to be effective. However, the implementation and use of a CMS application, while it can help you to manage cases, will not guarantee effective management of the center itself. It's time for a change; are you ready to be a part of it?