The biggest hurdles to customer centricity

Faith Ocampo Published on May 13, 2016

businessmen-running-in-street-with-ball-chain

All call centers want to be customer-centric, but why are so many still failing?

In this age, call centers are left with no excuse to justify poor services. Because the methods, technology, and tools for collaborating with customers are within their reach, they’re expected to build a customer-focused culture. But as many of them are failing to do so, it would seem that this process is a lot more complex than we think.
The definition of customer centricity, however, is simple. It comes as a result of a business and operating model that is built around the customer—what they want, how they want it delivered, and when they want it. So you can tell whether a service provider is customer-focused or not if all its decisions are made with the customer in mind.
It sounds easy enough, right? The challenging part, however, is integrating the voice of the customer into every aspect of the business. This way, being customer centric becomes not just a way to please the target audience; it also serves as the core element of the company branding.
To pave the way forward, call centers need to understand what’s preventing them from focusing on the customer. Here are the five biggest hurdles that may be standing in your way.

1. A disconnect from the brand they represent

identical-twin-businessmen

If a brand’s customer service agents are working in-house, it’s easier to instill in them the organization s culture. And once managers have done that, agents can effortlessly perform in a way that reflects the brand s principles.

In contrast, if the call center is outsourced, there’s a more urgent need to make them understand the brand they represent, its goals, and its views on customer support. Both must operate with the same goals in mind. Otherwise, building a customer-centric branding will not be possible.

 

2. A metric-centered culture

female-business-executive-with-headache-surrounded-by-numbers

Customer centricity is all about prioritization. It s understandable if a contact center focuses on the metrics they use to measure the quality of their services. But if there’s a trade-off between customer satisfaction and high agent productivity, that’s a bigger problem.

The solution is to ensure that your metrics are aligned with the customer experience. Thus, you may need to design a more flexible performance measurement system to cater to the changing preferences of the consumer. This would ensure that your performance, the customer’s satisfaction, and the brand s goals are complementary rather than fragmented.

 

3. Narrow view of the customer

businessman-in-blindfolds

Having a limited view of your customers is a sign that you don t value their insights or that you re failing to understand them. Understanding your clients means that you have to treat them as individuals instead of lumping them together in one group even if they may have similar characteristics. Each customer has distinct preferences, and brands are under pressure to tailor their services to match those specific requirements.

There are many ways to achieve a full view of the customer, and one is to make sense of all the traces they leave across multiple customer support channels.

 

4. Outdated technology

broken-keyboard-detached-keys-spelling-sos

Technology has a massive impact to the way call centers deliver their services, especially now that customer experience is evaluated based on how well a brand leverages digital tools. Some of the most important indicators are speed and the capacity to provide a seamless transaction across devices. If your customer service team can t keep up with technology updates and its rapid shifts, they ll find it hard to meet consumers expectations. This can threaten your company branding.

 

5. Not acting on customer insight

businesswoman-in-glasses-ignoring-people-with-megaphones

It’s crucial to make sure that the voice of the customer is being used to enhance existing services and come up with fresh techniques. Ideally, a contact center must operate on a continuous loop that integrates the customer feedback, performance improvement, and the firm s everyday operations. Data analytics will allow contact centers to make the most of the insights gained from previous transactions with customers.

 

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 5 days ago
The world is getting smaller, and your customers come from all corners of it!
Partnering with a culturally diverse #CallCenter team isn't just the right thing to do, it's a smart business move.

Learn about the key benefits in our blog:
https://buff.ly/360SqHP

----------
Want a high-value #CustomerExperience for your diverse audience?

Let our multicultural teams help your brand break into international markets without worries.

Contact us today: https://buff.ly/59i7YD6

#WeSpeakYourLanguage
#CX #diversity #inclusion
Open Access BPO 5 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 5 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 6 days ago
Open Access BPO conducted Plant It Forward, a two-part tree-planting initiative, held in Laguna and Davao in May and June 2025.

Volunteers from both activities planted 300 Philippine indigenous trees, which were selected to help maintain the biodiversity in the area.

“This program is more than just planting trees; it’s about cultivating a culture of social responsibility within our organization and demonstrating our commitment to the communities where we operate,” said Joy Sebastian, Global VP at Open Access BPO.

This is only the start. Open Access BPO vows to continue investing in such environmental projects, affirming its core value of creating positive impact.

Read more about the green initiative here: https://buff.ly/HjTlHZC

#WeSpeakYourLanguage
#OABPOPlantItForward
#OABPOcares #IdeaHubOABPO
Open Access BPO 6 days ago
𝐀𝐝𝐝𝐢𝐧𝐠 𝐯𝐚𝐥𝐮𝐞 𝐭𝐨 #𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐦𝐞𝐚𝐧𝐬 𝐠𝐨𝐢𝐧𝐠 𝐭𝐡𝐞 𝐞𝐱𝐭𝐫𝐚 𝐦𝐢𝐥𝐞 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬.
This means transforming basic interactions into meaningful connections.

It's the secret to building strong customer loyalty and driving business success by making customers feel valued and understood.

Dive deeper into what makes a truly value-added #CX and how it can significantly boost #CustomerLoyalty and overall business success: https://buff.ly/8Wxb9gw

——————————
Ready to transform your customer experience? Don't settle for less; elevate your #CX by partnering with a #CallCenter that truly goes the extra mile 24/7.

Learn how our dedicated team can enhance your customer interactions and drive loyalty.
Take the first step towards superior CX today: https://buff.ly/L6dUG5E

#WeSpeakYourLanguage
#CustomerSupport #BPO
Open Access BPO 10 days ago
Reposted from @tdcxgroup

We’ve made yet another bold move.

Just last month, TDCX Group launched Chemin to help the world’s most ambitious companies realize their AI goals — faster, safer, and smarter.

To accelerate our ambition, the Group has acquired SUPA, a cutting-edge data annotation platform known for its agile, gig-powered model and elite talent network.

SUPA will now be part of Chemin, as we make moves to deepen our ability to support everything from training foundational models to safeguarding mission-critical AI systems.

“The future of customer experience is AI-powered, and AI itself runs on increasingly complex, curated data. SUPA brings us the right capabilities and talent frameworks to fuel that future. By embedding SUPA into Chemin, we’re doubling down on our ability to support enterprise and frontier AI labs with world-class data operations,” says Laurent Junique, CEO and Founder, TDCX Group.

As the demand for precision, scalability, and human-in-the-loop intelligence grows, we look forward to delivering the kind of nuanced data interpretation and domain expertise today’s frontier AI requires.

Slide into our inbox — we speak AI.

Tap the 'Press Release' link in our bio for more details.

#CX #Outsourcing #AI #EnabletheFuture