Call Centre Transformation: Turning Customer Experience Into Profits
Call centres have been constantly evolving since the last third of the twentieth century. This evolution will continue as innovative information technology and shifting forces of competition drive call centre transformation. Customer interaction has become an important source of differentiation for organisations.
How effectively a company's call centre operates - the "moment of truth" that each customer interaction boils down to - can make or break customer relationships and ultimately determine the long-term success of an organisation. Delivering a positive customer experience is paramount in stabilising customer relationships and maximising customer value. Achieving operational excellence across and beyond the customer touch points and striking the appropriate balance between efficiency and effectiveness are key. With the right technology, call centres can provide an efficient way to deliver excellent service at reasonable costs - without sacrificing the human touch - and to drive future revenue, thus turning customer experience into profits.