With the sheer ubiquity of email, SMS messaging, blogs, boards, chat rooms and integrated services like web-chat, the telephone is no longer the primary tool for remote interpersonal communication. As with most things tech-oriented, early adopters are younger, active and more upscale, and the pace of change driven by this demographic is limited only by the delivery of new services. Think it was difficult talking to your teenager before? Text me about it.
The key for success in a multi-channel environment is that each point of contact is managed in accordance with customer expectations and that the data comes together on a common database platform. While we still commonly refer to such services as “call center”, other terms like “Contact Interaction Hub” (CIH) indicate support of all forms of contact with like-protocols and business rules. As it relates to bringing the contact information together in one database, this is a fundamental element in the ability to execute world-class CRM programs. Thus the CIH needs a platform that greets every contact in a manner consistent with brand and company strategy regardless of media and then merges the contact information on the back-end to ensure a holistic view of the customer.
What is often overlooked in this maze of anywhere-anytime-any means world of communication is the importance of our old friend, the telephone. While no longer the only game in town, phone-based customer service is still the most important element of the mix and will be for the near term if not longer. It is surprising to me that given all that we know about the importance of taking care of the customer, how many companies are out there who make the customer do all the work with an automated attendant and tireless branching options. Technology as an enabling tool is great; using it in place of a trained and focused service team to save a buck is not. The companies who understand this balance and use their CRM applications for customer-friendly purposes, will prove to have the most loyal and profitable customer relationships.
About the Author:
As VP of Business Solutions, Jay’s responsibilities include developing applications new business processes for Archway customers in the areas of materials management, distribution strategy, and ecommerce. Jay has over 20 years in marketing communications, customer relationship management and call center services. Jay was the president and CEO of Dialogue Marketing and the Managing Director for R.L. Polk & Company.