Brand Loyalty Starts with the Contact Centre

The nature of the buyer journey is changing. As digital communication channels continue to emerge, brands need new ways to make personal connections with customers. Contact centre agents make up the front line of personalised communication, and marketers should recognise and encourage their role in the new customer experience.

According to our recent survey, “The Health of the Contact Centre: Agent Well-Being in a Customer-Centric Era,” agents are being impacted by changes in customer behaviours. Thirty-two percent of agents say customer inquiries and demands will become increasingly complex in the next two to three years, and 45 percent of contact centre employees say customers will only continue to expect more from the company.

If brands aren’t addressing these complexities, they’re missing the opportunity to exceed customer expectations. In 2018, marketers must form a strategic partnership with the contact centre to ensure that agents are equipped to transform the customer experience and drive brand loyalty.

In fact, there are three things marketers can do immediately to leverage the contact centre and improve brand loyalty:

1. Partner with the chief customer officer to bridge the gap between the contact centre and the rest of the company.
2. Audit existing tools to optimise the customer experience.
3. Embrace automation and elevate human interactions with customers.

To learn more, view the full article in MarTech Advisor Magazine.

Rebecca Martin

As Chief Marketing Officer at Calabrio, Rebecca is responsible for lead generation and pipeline marketing, content strategy, customer marketing, and corporate communications. An unflappable veteran of Minnesota’s emerging technology industry with nearly 20 years of experience, Rebecca has been entrusted with millions in venture capital and the formidable task of building lead funnels, and differentiating and positioning entrepreneurial brands. Most recently, Rebecca was Director of Integrated Marketing for Code42—a data protection and security company—where she fueled a content-driven lead-gen strategy, customer engagement/advocacy and communications initiatives. Prior, Rebecca held marketing leadership roles at Trissential, Stellent, and Oracle. Rebecca holds a B.A. degree from the University of Wisconsin.