How call centers help build a branded experience

Faith Ocampo Published on March 9, 2016

mixed-race-couple-laughing-shopping

Call centers bridge disjunct customer journeys and facilitate touchpoint transitions. And if that s not enough, they turn disappointed customers into happy ones.

Too often, call centers are considered part of the logistics of a business instead of a central component of company branding. Many retailers are unfortunately stuck with the idea that the customer experience is best relayed through marketing and in-store encounters. Of course, nothing is wrong about this, but only if we don t count the fact that it prevents contact centers from claiming their well-deserved throne as the champion of the branded experience.
Your customer service agents, the ones who interact with your customers on a daily basis, play a crucial role in keeping your identity intact. Whether you admit it or not, they’re really the ones who foster customer relationships. Customers light up when an agent solves their complaints, while poorly delivered services dampen their enthusiasm about a brand. All these instances, including both pleasurable and negative experiences, represent your brand.
So why is the role of customer service in company branding still being overlooked?

Too much focus on technology?

smiling-delighted-female-call-center-agent

When technology started creeping into the business arena, it did so in a stealthy manner, until entrepreneurs came to realize that they can t do much for customers without it. All these advanced software, the Internet, cloud platforms, and gadgets constitute major “wow” factors for customers. They improve the way brands create products. They aid innovation. And combined together, they form the spine of physical and digital marketing.
But perhaps this unabating focus on technology stole the attention that customer service deserves. Managers still need a reminder every now and then that technology is not everything. It can t make up for lost trust and it can t do much during online reputation crises, but your customer support representatives possibly can. A heartfelt apology and a sincere effort to correct mistakes could go a long way. Plus, when brands after brands are already impressing customers using the most advanced tools, customers would start looking for a different kind of value—one that only service-oriented professionals can deliver.

Consistency across touchpoints

It is therefore crucial to invest not just in technology and marketing but also in relationship building as facilitated by call centers and their employees. Several factors should be considered, including the availability of multiple touchpoints and the decision to leverage all of them. Of course, brand managers wouldn t want to spread themselves and their employees too thinly only to find out they can t efficiently manage a multichannel contact center just yet.

ethnic-female-customer-service-agent-typing-on-computer

And that s just the technical aspect. There are bigger considerations to think about, such as uniformity of performance and adherence to the same standards. Both of these principles are at the heart of company branding.
Call center agents, no matter what platform they re using, must carry with them the same brand values as they interact with customers. This is the secret to creating a memorable and outstanding customer experience that people can attribute to no one else but your brand.

Quantitative + qualitative KPIs

These factors are easy to explain in theoretical terms. However, if you want to really know whether you re doing a good job, trust your key performance indicators (KPIs). But don t just focus on quantitative ones, as most contact centers do. The richest reservoir of qualitative KPIs is customer insights, those that are lurking, perhaps unread, in an endless comment thread on your Facebook page. You ll also be surprised by what simple customer conversations, which take place everyday in your stores, can tell you.

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
Join us on facebook
Open Access BPO 3 days ago
#SocialEngineering is a manipulative technique that uses psychological tactics to deceive individuals into revealing confidential information or taking actions they wouldn't typically do.

And #CallCenter agents are among the favorite social engineering targets.

Here are potential #SocialEngineering techniques that could leave you a sitting duck for cross-channel fraud: https://buff.ly/45XxFjJ

----------
Learn about our rigorous #DataProtection policies and #DataSecurity compliance:
https://buff.ly/44ZrTN9

Partner with a #CallCenter with secure solutions to keep you and your customers' data safe: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#InformationSecurity #InfoSec
#DataSecurity #FraudDetection
Open Access BPO 3 days ago
Promote cultural competence in your multilingual team by injecting culture education in your workplace's communication approach, team building, time management, and holiday observance.

But why should you even do this? Here's why: https://buff.ly/3LwSOJl

----------
For your global customers, only trust in a multilingual industry expert: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#diversity #inclusion #CulturalDiversity
#CX #EmployeeManagement #DiversityManagement
Open Access BPO 4 days ago
It's clear that #ecommerce fraud is a growing concern, and the fact that many companies are at a loss at #fraud prevention is making this problem even worse.
What makes fraud detection and management difficult?

To deal with this, outsourcing companies also offer content-focused fraud protection services.

Read more: https://www.openaccessbpo.com/blog/growing-fraud-problem-plaguing-ecommerce/

----------
For secure outsourcing solutions that protect your data: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#InformationSecurity #InfoSec
#DataSecurity #FraudDetection
Open Access BPO 4 days ago
𝗧𝗵𝗲 𝗖𝗔𝗟𝗠 𝗔𝗡𝗗 𝗖𝗢𝗟𝗟𝗘𝗖𝗧𝗘𝗗 𝗖𝗨𝗦𝗧𝗢𝗠𝗘𝗥

Engagements with the Calm and Collected Customer may seem smooth, but they tend to keep their emotions in check.

As a result, it may be challenging to gauge their level of satisfaction or sense or if there are any underlying frustrations.

They may not readily express their concerns or needs, so actively engage in proactive questioning and attentive listening.

Ask open-ended questions to encourage them to share more about their needs and concerns.

Use their input to provide a personalized customer experience that aligns with their goals
Show that you understand their situation and are there to support them. Reassure them they’re in good hands with your brand.

.
.
.
.
.
Read more:
4 𝑪𝒐𝒎𝒎𝒖𝒏𝒊𝒄𝒂𝒕𝒊𝒐𝒏 𝑺𝒕𝒚𝒍𝒆𝒔 𝑻𝒚𝒑𝒊𝒄𝒂𝒍 𝑨𝒎𝒐𝒏𝒈 𝑪𝒖𝒔𝒕𝒐𝒎𝒆𝒓𝒔
https://buff.ly/46mG93t

---------
Open Access BPO knows your customers and we understand their needs.
For proactive #CustomerSupport, contact us: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #CSat
#CustomerSatisfaction #CX
Open Access BPO 4 days ago
𝗘𝘃𝗲𝗿𝘆 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗶𝗻 #𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.
Brands must ensure their #CustomerSupport agents are elevating #CustomerSupport.

Here are 4 of the critical areas your #QA must focus on when evaluating your #CallCenter partner's performance:
https://buff.ly/3Znm7E1

—————
Ensure #CSAT with every customer interaction. Upgrade your #CX today: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerExperience
Open Access BPO 6 days ago
Companies can survive from an onslaught of business disasters, but once employees quit in droves, it can be difficult to recover.

𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝘁𝗵𝗲 𝘁𝗼𝗽 𝟱 𝗶𝘀𝘀𝘂𝗲𝘀 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻 𝗳𝗼𝗿𝗰𝗲 #𝗖𝗮𝗹𝗹𝗖𝗲𝗻𝘁𝗲𝗿 𝗮𝗴𝗲𝗻𝘁𝘀 𝘁𝗼 𝗾𝘂𝗶𝘁 𝗳𝗼𝗿 𝗴𝗼𝗼𝗱: https://buff.ly/3RsiACi

----------
For flexible #outsourcing solutions to match your operational goals, schedules, and budgets: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#EmployeeManagement
Open Access BPO