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A Disconnect Between the Call Center and the Rest of Operations Worsens Customer Experience

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November 15, 2012

A Disconnect Between the Call Center and the Rest of Operations Worsens Customer Experience

By Tracey E. Schelmetic, TMCnet Contributor

Silos. They’re great on farms. They hold corn or wheat, animal fodder or other necessities. In businesses, though, they’re not so great. Silos are the separate, poorly integrated databases or knowledge bases that exist in organizations, necessitating repeat data entry and repeat work, and providing customers with a lousy, inconsistent customer experience.

Truly successful companies keep their knowledge centrally located, easy to use and dynamic: a living, breathing thing that stores all relevant information to the business generally – but to customers more specifically.

New research conducted by the Customer Contact Association (CCA), the U.K.’s leading independent authority on customer contact strategies and operations, and sponsored by KANA Software, finds that many organizations are falling short in addressing today’s growing expectations and demands for smart customer service.

Why? Silos. Greater alignment is needed between the board room, marketing and customer service professionals, and in the metrics applied to measure customer experience activities, for organizations to succeed in today’s always-on multichannel customer service environment.

The study, based on a survey of CCA members and in-depth interviews with senior customer service professionals from a range of industry sectors, examined call center tactics and strategies as well as organizational dynamics as part of a wider investigation of key considerations influencing customer service delivery.

 “Organizations are operating in a fiercely challenging business environment and customer contact teams are dealing with increasingly complex customer needs,” said Anne Marie Forsyth, chief executive of the Customer Contact Association (CCA), in a statement announcing the results of the study. “Our latest research reveals a pressing need for greater cross-department collaboration and better representation for customer service at the board level in order to deliver a truly customer-centric service strategy.”

While many companies today are using new channels to support customer engagement, they’re in the dark as to how and why customers are using those channels, the study found. 

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Edited by Braden Becker

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