- Data and innovation: Modern customer experience and contact centers should be data-driven regardless of the company or industry.
- Coaching: Active coaching and monitoring is necessary to maintain the right approach and process.
- Contact Centers and Customer Experience: Build a customer experience culture that directs people on how to serve customers better.
The most competitive brands today understand the contact center is an opportunity, and ensuring a customer-centric culture in that contact center is key. The problem for most brands and customer experience leaders is high churn and the reality that burnout is real.
I talked to Brian Dunphy, an experienced contact center and customer experience expert who’s guided customer experience strategy for notable companies such as Disney, Bank of America, WarbyParker, and Postmates.
According to Brian, the fundamentals of contact centers and customer experiences have not changed. What has changed, and often changes between organizations and businesses, is the approach. Among the essential things are data, innovation, and coaching.
Data and Innovation
Modern customer experience and contact centers should be data-driven regardless of the company or industry. Every company he worked for presented a unique challenge. But what made the navigation easier and successful was looking into what the customer was saying through the contact centers and other data points to build a strategy that works.
Coaching
Your contact center agents must always use the right approach to talk to the customer, understand their needs, and feed that back to the system to improve the customer experience. Active coaching and monitoring are necessary to maintain the right approach and processes and have your customer experience advisors always look at the correct data.
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Blake Morgan is a customer experience futurist and the bestselling author of The Customer of the Future. For regular updates on customer experience, sign up for her weekly newsletter here.