Insight from Debbie Nolan, Business Development Director, CRM Solutions, Arvato UK & Ireland has been featured on Engage Customer.
The article highlights how seamless customer journeys are becoming a key differentiator for brands, with contact centres playing an increasingly important role in transforming the process.
Debbie explains: “No matter how good a service the contact centre agent provides to help resolve the case, the outcome is often a poor customer satisfaction rating because the customer could not complete the process online as expected. The impact of this can be significant. According to research from McKinsey, companies that focus on providing a superior experience across the customer journey achieve a 10-15 per cent increase in revenue and a 20 per cent rise in consumer satisfaction on average
“As brands strive to improve the customer experience by ensuring the transition between each touchpoint is seamless, the contact centre is becoming increasingly key to identifying some of the common problems triggering service calls. By simply altering the process of speaking to customers, brands can improve the customer experience while reducing the number of calls received, ultimately lowering the cost of their customer service overall.”
“Lessons can be learned from Arvato’s partnership with one of the world’s leading airlines, where obtaining the right information from customers during service calls and feeding the data back to senior management at the airline has helped identify and resolve issues more quickly.”
“By documenting and analysing call triggers, we’ve been able to help our client identify a number of improvements along the customer journey that would reduce calls to the contact centre by 10 per cent – equivalent to more than 100,000 call minutes per month.”
You can view the full article here