In Demand In Command

5.    The Evolving ’Value-added’ Role of the Contact Centre

 

The contact centre continues to remain a pivotal asset to modern-day customer-facing organisations. 

▪          Up to 80% of customer contact in some industry sectors came from broken processes or systems - Preventable contact resulting from repeat, waste, duplicate or failure effort.

 

There was a time when the Call Centre was just that – a customer access point that was predominantly telephony based. The proliferation of digital and mobile channels means the Contact Centre must evolve into a truly omni-channel presence.  Businesses need to adopt a unified channel access strategy that ensures its customer telecommunications, management and information technologies are cohesively integrated. Each individual interaction needs to be consistently handled in a manner that gives due prioritisation to its nature and importance, irrespective of channel used.

Knowledge is the key here – both in the head and the database. Without motivated and empowered personnel with the right tools and skillset, the Contact Centre will not reach its full potential. It isn’t just at the point of initial reception where the Contact Centre must add real value, but also the granularity of the services it delivers – triage, assessment, resolution, dispatch or even fulfilment.  That, and adding empathy, clarity and responsiveness to complex or unusual situations, allowing caseworkers, delivery agencies, field workers etc. to focus more effectively on specialist expertise.

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