Support your brand strategy with four contact center techniques

Hand-Rich-174By Rich Hand, RCDA Consultant

The contact center is the channel used by many customers to develop their first impression of your organization. While the website is often the face of the company, when a customer wants to speak to someone in person, no matter the reason, the agent in the contact center gets the call. This is where the marketing hype meets the reality of your organizational processes. In order to ensure the customer experience is aligned with marketing, these strategies must be in place.

1. Communication

Your marketing team needs to keep all necessary departments informed of customer-facing communications. When the customer calls your organization, agents should be armed with the information needed to seamlessly help customers with their request. In a sales environment, the agents should be trained and ready to explain effectively any new offers being promoted before the offer is released. By having an effective communication plan, customers receive a cohesive message, and the contact center teams have a positive impact on the brand. Every organization will have new campaigns. How well everyone is prepared to handle them defines the brand reputation of your organization.

2. Training

It is not enough to simply communicate changes to the contact center. The agents need to be prepared for the calls they will receive. If there is a marketing campaign promoting a new offer, every agent needs to be prepared with the information to effectively make the sale. Customers do not feel confident when an agent says, “Where did you hear about that offer? I am not familiar with that.” This statement tells the customer that the brand your selling to the market is not aligned with the company’s operations and can impact both the brand and sales revenue. Simply having well-trained agents says a lot about the company brand. Consistency of the customer experience in the contact center conveys a message of a commitment to quality.

3. Coaching

Quality consistency in the contact center comes from a commitment to develop agents through effective coaching techniques. A strategy and plan for coaching is one of the most effective ways to demonstrate that your brand is committed to quality.

4. Debriefs and Adjustment

The contact center is the hub of valuable information communicated by the customer. The effectiveness of a marketing campaign can be evaluated quickly, and the necessary adjustments can be made if there is a process in the contact center to gather and communicate the information. Having supervisors and operations managers walking the floor, doing quick laps and quick hits, provides a conduit to understanding where agents are having difficulty and need additional coaching. By being in tune with the agents, supervisors can help the organization to make adjustments and communicate them quickly. This develops a brand reputation of being responsive to customer requests and builds long-term loyalty.

The contact center is often the first human contact a customer will have with the organization. When the supervisors and managers of the contact center have a strategy and floor plan that keeps them in tune with their agents through walkabouts, quick laps and quick hits, the organization’s brand is impacted in a positive way. The customer gets the sense of alignment of the message and the actions, and receives a quality interaction through consistent coaching and attention to agent development. The contact center is a hub of information and if supervisors and managers have processes in place to gather and communicate quickly, the organization maintains and improves its brand reputation in the market.

Learn more about how RCDA helps clients not only maintain brand integrity, but also drives desired results in across every KPI, by embedding resources in vendor partner and owned-and-operated contact centers.