Your Agents Are the Most Important Touch Point in the Customer Journey

Posted by Rodney Kuhn

6/17/16 1:00 PM

customer_Journey.jpgAs you know, contact center agents are often your business’s first line of defense. Customer contacts happen at the greatest frequency early in the purchase process when customers are researching brands and weighing their options.

This means that your agents directly influence whether a customer decides to purchase from your business or turn to one of your competitors. After all, 86 percent of consumers are very likely to switch companies if they experience bad customer service, according to a research study from ICMI.

While the majority of contact center leaders understand the important role agents take in the purchasing process, they seem to lack confidence in their organization’s ability to deliver a superior customer experience.

According to the study, while contact center leaders recognize that their centers play an integral role, less than one-fourth of contact center leaders believe that their organization provides a consistent customer experience across the customer journey.

Not only are contact center leaders unprepared, but there also seems to be a major gap between contact center assumptions and customer expectations. In the study, contact center leaders were asked to review a series of statements about customers and indicate how strongly they agreed or disagreed with each one. Below are just a few of the results:

  • 69 percent of consumers are willing to pay more for a product or service with a good customer service reputation; 35 percent of contact center leaders disagree.
  • 80 percent of consumers say companies put more effort into selling than they do providing excellent customer service; 88 percent of contact center leaders disagree.
  • 86 percent of consumers are very likely to switch companies if they experience bad customer service; 81 percent of contact center leaders disagree.
  • Three percent of consumers prefer using social media to interact with a representative; 41 percent of contact center leaders disagree.

If contact center leaders wish to improve the customer experience, then they must start with their “first line of defense”—their agents. With agents being the most important touch point in the customer journey, contact center leaders must give their agents the necessary tools to wow customers.

Cloud-based workforce optimization software, for example, allows businesses to combine recording and call quality management into one easy-to-use program to oversee contact center agent performance.

With cloud-based workforce optimization, contact center leaders are able to gather tons of valuable data—for example, trending topics and words, keystrokes, voice, and screen—to help improve customer interactions and increase agent productivity.

Not only does it improve agent interactions, but it also allows for more accurate forecasts and develops more effective contact center schedules. Not to mention that it’s cloud-based, which means that it can be used across multiple locations, multiple sites and for remote customer service representatives. What’s more, it’s cost-effective and doesn’t require upfront expenses and IT requirements of traditional workforce software.

So what are you waiting for? Click here to see learn more about Envision’s cloud-based workforce optimization software offering.

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