The Customer Contact Center: More Than Just Answering Questions
Often when people think of the words “contact center” they immediately think of a bank of cubes, featuring people wearing headsets, lined up and answering calls, texts and e-mails from irate consumers looking for help with a particular product. From the business side, it’s often not seen as valuable work – more of a “have to have” requirement of doing business.
Well, those views couldn’t be more outdated.
Besides being the literal main point of contact between your company, your product and the consumer using it – a strong enough reason for contact centers to be respected if there ever was one -the contact center can also be a treasure trove of information. Information that you’re probably ignoring if you’re still clinging to those outdated views of the contact center.
On a basic level, contact centers are a great way to log in updated customer information. Who is it that’s calling, texting or e-mailing? Where are they contacting you from? What product are they using? Where/when/how did they purchase your product? Do you have updated contact information – address, phone, and email – for them in your system?
While that might just seem like basic information, it can tell you a lot. On one level, you now have updated contact information – so you can reach back out with upsell and marketing opportunities – but you also can add this individual to an “active user” list, knowing that they didn’t just buy the product, but they’re actively using it (otherwise they wouldn’t have contacted you). Also, you can see what regions of the country/globe that sales are coming from, giving you the potential to market specifically to a certain successful region. You also can break that down by demographics – age, sex, etc. – and potentially market differently to specific groups.
But that’s only the information available at the surface level. Digging a little deeper into what your customer contact information can tell you allows you to get specific information about the product itself – information that’s invaluable when it comes to making your products better in the future.
Each contact center communication features your team working to solve problems consumers are having with their products. It could be software issues, like a bug or a glitch that needs to be updated, or hardware issues, such as a faulty switch or casing that has broken. This information is all logged in as a way to help the company solve the consumer problem – but it can also be great way to better understand your product. Is there a large percentage of consumers complaining about a knob that breaks on their appliance? How about a larger than the normal number of consumers reporting broken casings? This information can be relayed to the product development team, informing them that they need to change out knob suppliers or improve the materials that the casings are made with as the current versions aren’t standing up to everyday usage.
In addition, you could have a large percentage of consumers confused about how to setup the product or how to assemble a part of it. This information tells you that better, more explicit instructions are needed – or that you should find a way to improve the setup/assembly process itself.
This key information – which can make the product better and more in line with what consumers want – would never have come to the forefront if not for taking another look at your contact center and understanding it can be a tremendous source of information.
Interested in seeing what your contact center can tell you? Contact us to learn how our contact center solutions can help you provide excellent customer service while telling you things about your product you may not know.
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