Turning Contact Centers into a Competitive Advantage through Customer Experience

Byline: This article is based on an interview with Tracey Virtue, Chief Customer Success Officer at NEOGOV & President of High Line Software (subsidiary)

Introduction: 

It is crucial for organizations to turn contact centers into a competitive advantage. Traditionally seen as cost centers, contact centers are often undervalued and overlooked. However, the customer experience is a key differentiator for businesses. Providing exceptional customer service and resolving issues effectively can lead to customer loyalty, positive word-of-mouth, and increased revenue.

Key Takeaways:

• The contact center’s impact is holistic, and it plays a crucial role in the growth and success of the entire organization.
• Investing in frontline employees and empowering them to provide excellent customer service is essential for a competitive advantage.
• The contact center can serve as an early warning system, providing valuable feedback and insights to other departments.
• Culture is critical in creating a positive and customer-focused environment within the organization.

The Holistic Impact of Contact Centers

Organizations must adopt a holistic approach to leverage contact centers’ potential fully. Contact centers should not be isolated but integrated with other departments, such as marketing and product development. By doing so, organizations can gather valuable customer insights and align their strategies to meet customer needs.

For example, when NEOGOV acquired a company with a complex payroll and HR system, the contact center played a crucial role in providing feedback to the product team. Agents identified customer pain points and suggested improvements, ultimately enhancing the product and customer experience.

Investing in Frontline Employees

Investing in frontline employees is essential for creating a competitive advantage. These employees are the face of the organization and have direct interactions with customers. Organizations can ensure that frontline employees deliver exceptional customer service by empowering them and providing the necessary tools and support.

One way to invest in frontline employees is to focus on their mental health and well-being. Contact center agents often deal with frustrated and angry customers, which can be detrimental to their mental health. Organizations should create a positive environment and provide resources to support their employees’ mental well-being.

Additionally, organizations should provide frontline employees with the tools and training to excel. This includes comfortable headsets, ergonomic equipment, and access to relevant information. Organizations can enhance their productivity and effectiveness by equipping frontline employees with the right tools.

The Competitive Advantage of Culture

Culture plays a vital role in creating a competitive advantage through contact centers. A positive culture empowers employees to make decisions aligned with the organization’s values and customer-centric approach. Employees who feel valued and empowered are likelier to go above and beyond to deliver exceptional customer experiences.

Organizations should foster a culture that encourages collaboration, innovation, and continuous improvement. Organizations can tap into their valuable insights and ideas by involving frontline employees in decision-making processes and seeking their input. This enhances the customer experience and boosts employee engagement and satisfaction.

Conclusion

Turning contact centers into a competitive advantage requires a holistic approach, integrating them with other departments and investing in frontline employees. Organizations can differentiate themselves and create long-term customer loyalty by providing exceptional customer service, gathering valuable customer insights, and fostering a positive culture. Contact centers are not just cost centers; they are value centers that can drive growth and sustainability for organizations willing to invest in them.