One of my 8 Customer Experience Megatrends is Customer Service Rejuvenation, which I describe as follows:
As companies do touchpoint analyses and customer journey maps, they often find that customer service is a key “moment of truth” for customers. Unfortunately, the cost-cutting in this area over the last several years has created many poor experiences. Companies are recognizing that poor customer service is creating a very negative perception of their brand and will increasingly make investments to improve these experiences
Customer service has been a very under-appreciated interaction, so I am thrilled to celebrate National Customer Experience Week this week. Hopefully all companies will take this week to rethink their approach to customer experience. If they do, we will no doubt see changes to a critical element of the customer service mix: Contact Centers.
I was recently commissioned by Jacada to write a series of blog posts about the intersection of customer experience and contact centers. I began the first post called The Customer Experience Evolution of Contact Centers by asking the question: Are contact centers becoming extinct like dinosaurs or typewriters? I used Darwin’s model of evolution to make the case that contact centers need to evolve in two areas:
- Collaborate contact centers need to connect with other channels. They need to augment and support Web, store, branches, mobile, and social media interactions. It’s no longer viable to think of phone interactions as standalone experiences; they’re an integral component of multi-channel experiences.
- Improvise: contact centers need to redefine their purpose; their raison d’être. For many years, contact centers have been considered cost–centers; companies did everything they could do squeeze every last penny out of the cost of every last phone interaction.
I also touched on the need of contact centers to “improvise” in this recent graphic:
Hopefully National Customer Service Week will act as an evolutionary catalyst for contact centers.
The bottom line: Every week should be National Customer Service Week!