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Making Customers Happy: Study Shows It's Not That Hard

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Making Customers Happy: Study Shows It's Not That Hard

February 05, 2015

  By Rory J. Thompson, Web Editor

With so many choices and options available to today’s customers, companies are bending over backward to keep them happy and connected. It’s a wise move, because research has shown that attracting new customers costs about five times as much as keeping your existing ones.

Still, customers can be a demanding lot, as they know they have to power to easily move to your competitor, a point that has not been lost on management. So, what can you do to keep them happy, especially when it comes to your call center?

The International Customer Management Institute, better known as the ICMI, recently rolled out a whitepaper on that very issue. Titled “3 Insider Perspectives on Removing the Roadblocks to an Effortless Customer Experience”, the study focused on the unique insider perspectives that company already has to keep this group happy. Jointly sponsored by Genesys (News - Alert) and Zendesk, the research helps users to envision an exemplary call center experience.

“ICMI proves the dramatic results that are possible when organizations align their mission, vision and values with the needs and expectations of both their customers and employees,” the company said in a release about its research. “However, this isn't an easy task given the complexity of today's call centers – with more channels to manage than ever before, increased customer expectations, and a need for a highly knowledgeable frontline workforce.”

Still, it’s not all that complicated. The paper distills its finding into three specific areas and the challenges of each. They are:

  • The Customer: Wants service when they want it, how they want it, and they do not want to worry about it once they have it.
  • The Agent: Wants clearly defined expectations that make sense and are designed to avoid burnout, and the tools, knowledge, and resources required to fulfill them.
  • The Organization: Wants cost-efficient service that maximizes revenue.

"Providing an effortless customer experience isn't impossible; it just means that you need to be ready to handle whatever comes your way," noted Justin Robbins, Senior Analyst for ICMI. "Creating [that] experience comes from a deep understanding of where the barriers exist, and how to replace them with processes that create value."

To get your copy of the whitepaper and see the full report, click HERE.

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