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Ensure Your Contact Center Delivers VIP Treatment in Every Interaction

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Smart businesses know that today’s VIP customers aren’t simply a select group of people. They include every customer.

That premise presents a new set of challenges that requires businesses to consistently deliver high-end personalized service to every person who engages with their contact center. Without the right tools or resources, companies risk disappointing customers. Yet, the stakes are high enough that failure can’t be considered an option.

“Companies are confronting some scary numbers,” says research firm Forrester. “Customers who experience disgust, anger, or a feeling of neglect during a brand interaction are about eight times more likely not to forgive that company.”

Thus, contact center managers must find ways to create a VIP experience in every customer interaction. Forrester believes one-third of companies in the B2C market will make changes in their business structure in the next year to get closer to their customers and more effectively compete on the basis of experience. To do so, they’re expected to aggressively shift their IT budgets to invest in technologies that enable more personalized experiences.

How can you rethink your contact center interactions to ensure every one of your customers gets the VIP treatment? Start by giving every agent access to tools and customer insights that elevate the level of interaction. Then, follow these three practices to roll out the red carpet.

Go Above and Beyond
When you make the effort to know your customers and anticipate their needs by referencing information like their purchase history, past support interactions and communications preferences, you’ll create positive, memorable interactions. With access to accurate CRM data via screen pops, your agents can tailor interactions to each individual caller.

But to go above and beyond, you’ll need big data and predictive analytics to uncover the kinds of insights that will enable your team to anticipate customers’ needs and proactively deliver service that surprises and delights. One example - executives can gain an edge over their competition when they’re able to use call center statistics to gain insights into customer buying patterns and communications preferences – data that can, in turn, guide more effective marketing strategies. For example, customers who routinely contact your support team through your website or social media channels may be more responsive to digital marketing campaigns than those who prefer to connect via the phone.

Find High-Value Moments to Connect
Smart businesses are already hard at work building a consistent, multi-channel contact center experience, and while they’re giving customers the power to choose how to connect, they’re also ensuring these communication channels are integrated. This single view of all interactions makes it easier for your agents to efficiently deliver top-notch care.

To take this experience to the next level, however, you must identify the “critical steps in journeys where customers are paying the most attention, are most anxious, or appreciate value the most,” says Forrester.  Look for situations where you can provide added value, such as offering to help them complete a complex form online. Then, you can focus on delivering a personalized experience at just the right moment, when you’re most likely to exceed your customer’s expectations.

Continuous Improvement
As you roll out new programs to deliver a higher-level of customer care, be sure to embrace an agile mindset. With real-time and historical reporting, you can harness contact center data to analyze interactions and review and revamp processes in real-time. Follow-up surveys also provide a source of continuous feedback.

As you embed these tools and practices into your contact center, you’ll find it easier to deliver the kind of VIP treatment customers will notice and remember. Over time, this will pay off for your business in a big way as customers return, spend more and, best of all, refer their friends.

Learn more about ShoreTel’s contact center solutions.

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