The contact centre conundrum

Contact centres have evolved significantly since the days of phone rooms in the 1950s to now, where the expectation to deliver a service to customers across a multitude of channels and devices is the norm. Organisations are bombarded by vendors, analysts and thought leaders articulating the next wave of contact channel revolution, or an emerging profile of consumer who expects a more diverse and complex level of service. Until we can get the basics right and do the basics well, the vision of delighting customers through excellent customer experience can feel like a huge mountain to climb.

Getting the basics right

“Customer is king” – a saying as relevant today as ever. But how do companies stay ahead of the pack and ensure they are giving their valued customers the type of service they expect? Today consumers expect organisations to meet their needs across a multitude of channels and devices, delivering best-in-class service around the clock. All this has meant that contact centres have evolved significantly since the days of phone room in the 1950s. In this article David Cousins, Head of Capita’s Contact Centre Solutions Consulting examines the factors organisations need to consider to get the balance right between high quality service and commercial success. On the one side the contact centre needs to address compliance, technology and infrastructure issues. These need to be balanced against revenue, engagement and service levels. David argues that organisations should look inwards at how the contact centre is operating today, with a focus on areas that best address their operational goals and initiatives for the business as a whole.

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