BURLINGTON, MA — (Marketwired) — 04/21/15 — Call centers and customer care teams are among the most critical customer-facing teams but are often under-staffed, under-resourced and challenged with constant change and complexity, according to the latest research from Inc., a global marketing research and advisory firm serving marketing executives. recommends that marketers get involved in all aspects of the customer experience, including contact center operations.
The independent study identifies seven reasons legacy call centers cannot meet the needs of today–s consumer. Concrete steps for forming a modern contact center, selecting enabling technologies, and a four-step implementation plan are provided. The report is available at no cost through underwriting by , a provider of software used for customer service representative (CSR) guidance and performance management in contact centers worldwide. Download .
“Marketers must understand the importance of contact centers to marketing and lead generation,” said Jerry Rackley, Chief Analyst at Demand Metric. “The contact center agent is a company–s frontline customer service representative; in many cases, the primary point of customer engagement. Demand generation, lead nurturing, up-sell and cross-sell opportunities are fundamental marketing and sales activities that the contact center can support and even initiate.”
Demand Metric–s Customer Engagement , developed from a longitudinal survey of its 55,000-member community of marketing professionals, stipulates that world-class organizations fully align market, sales and customer care with cross-functional responsibility for sales and revenue. They utilize comprehensive, end-to-end system integration of all customer engagement related platforms with tight integration to CRM systems, marketing automation software and ERP systems.
“The modern contact center is not a new name for the old call center,” said Rackley. “A fundamental shift in strategic thinking and implementation is at the core. The evolution from legacy call center involves staffing, resources, organizational alignment and deployment of technology.”
Demand Metric identifies five characteristics that distinguish modern contact centers from legacy call centers:
Intelligent Information Flow – Information presented to the agent is right-sized for the immediate need and in the right context for a multi-channel environment.
Context Awareness – Relevant information is filtered and rapidly presented to agents based on corporate process and compliance rules and guidelines.
Multi-Channel Communication – Information flows freely between the customer and the company regardless of touch point or device. Customer information is shared by all internal points of contact.
Cloud-Based – Software-as-a-Service (SaaS) applications provide users with cost, flexibility and scalability benefits.
Virtual Support – Leveraging the power of the cloud to outsource or decentralize key business processes, eliminating geographic constraints.
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Stephen Pappas
Senior Vice President
Panviva, Inc.
978.743.6650
Chas Kielt
Corporate Communications
On Demand Marketing and Influencer Relations
617.833.3649
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