Call Center That Is A Customer Center
May 24, 2013
We’ve all gone through those negative call center experiences. You call a company with a valid complaint or question, and after being put on hold a couple times, often receive a cold, impersonal response. The person taking your call seems unhelpful, not really caring about what you have to say. In reality, this should be the opposite. A call center must be a customer center.
Call center representatives should be helpful and knowledgeable. These are customers they are dealing with, after all. The people calling your business aren’t numbers, a certain quantity that needs to be reached and processed as cheaply as possible, executed in a certain amount of time. No, they are real customers; thinking, feeling people with real thoughts.
A call center is a conduit for the voice of the customer, a central part of a business and not the dead end where no one wants to be and no one likes to call. It should be responsible for relating to, communicating with, and effectively engaging with people on the phone in two way interactions. It is the richest one-to-one marketing channel that connects a business with its customers and potential customers. It should fully assimilate the culture of the company and reflect it on every call. Ultimately, the call center should act as the voice of the company, and serve customers, not just process calls. There’s a big difference between the two.
When you have a loyal customer base or prospective client base, it isn’t enough to just answer a certain number of calls per hour or per day. A call center used strategically instead of tactically will be a much more powerful long term asset to an organization, expanding and creating business by having the right people on the phone.
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