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12 Days of Xmas #4: My contact centre manager said to me: We have to simplify our contact channels

On the 4th day of Christmas my contact centre manager said to me, “We have to simplify our contact channels”

Many marketers complain about the unresponsiveness of customers, but have they thought about just how hard it is to make contact with your organisation? Channels, media, intermediaries and aggregators have proliferated, making it harder to listen and respond even for B2B companies.

I was once asked to review the situation regarding national helplines for a particular service. We uncovered:

  • 27 different national telephone helplines published across all media; 3 of which were dead; 1 transferred to another!
  • Lots of general propositions; some errors and unclear messages
  • Multiple choices of where to seek assistance
  • Variety of call costs & differing opening hours
  • High cost-to-customer as well as high cost-to-serve
  • No strategic overview of the MI or interaction quality

This had a massive detrimental impact on the customer experience:

  • High customer effort
  • Customer journey dead-ends & customers giving up
  • Risk of customers receiving differing (possibly conflicting) advice; or no answer to their question!

Maybe you should treat your company – and your customers – to an outside-in review of channel and media listening and contactability.

We can help, email us at: hello@customerattuned.com

Have a view on this?  // or //

Peter Lavers

Peter Lavers is a co-founder and Director of Customer Attuned Ltd.

An expert in CRM and customer experience management and recognised as a top influencer in the subject e.g. IBM Futurist Roundtable member; Satmetrix Top 50 & SAP Top 60 Customer Experience influencers; Huffington Post Top 100 Customer Service professionals; MindTouch Top 50 Customer Success influencers; and Business Coach Top 100 Management Experts.

Peter's early career was with Rolls-Royce and Bentley Motors, where he trained as an engineer and went on to hold senior roles in commercial and logistics, market analysis, customer satisfaction, regional marketing and in his last client-side position as head of relationship marketing.