When people think of the contact center and its role within an organization, they most likely think of it as a last line of defense. In a sense, this is true—the contact center is the place where a company can both salvage and improve its relationship with its customers—but it’s also so much more.
When a contact center is functioning optimally, it connects the whole enterprise.
In fact, the contact center just may cover more ground than any other part of an organization. As a result, its values can extend to other areas of the business as well:
1. The contact center is a model in how to manage chaos. A high-functioning contact center can tackle just about any situation, its workers capable of putting customers in touch with the right people to solve any problem at any given time. As Jeff Shearer put it in a recent article for Contact Center Pipeline, the contact center specializes in “…the art of pulling together all the moving parts to bring order to what otherwise would be a very chaotic business.”
2. In order to do his or her job well, a contact center staffer must understand the customer and the business. This provides direct insights into the company that can pay off down the road. “(T)o do their job effectively, he says, “…contact center analysts have to stay on top of a variety of communications to be ready for questions that arise when there are changes to systems that they support.”
3. The contact center’s ultimate role is to add value for the customer and the business, not just address the needs of the customer. In this regard, it involves the customer and the business in equal roles that are unprecedented in other areas of the organization. “They know their customers’ busy seasons, the applications they use, and the interdependencies of those applications,” Shearer says. “They also develop a keen sense of ‘who’s who’ within the firm, how decisions are made, which teams execute upon those decisions, and what the impact is on other parts of the firm.” Can you imagine how valuable these skills and knowledge would be if they were shared across the company? It may be why Shearer argues that contact center staffers make for such reliable employees at various posts throughout their careers.
This may also have something to do with the recent shift among leading companies toward instilling customer service values across the enterprise, as well as the increasing involvement of subject matter experts in issue resolution. The benefits of such a shift are readily apparent: not only do customers get better service (which makes for increased satisfaction), but employees from across the organization gain those same firsthand insights from customers that are typically gathered by contact center agents.
Of course, a contact center is only as good as its staffers, and an effective contact center enables those employees to do their job as quickly and as easily as possible, with peak functionality and adaptability.
Are you a contact center worker who has gone on to work in other parts of an organization? Feel free to share your stories below.
Chris O’Brien, Marketing Communications Writer, develops and designs content for a wide range of Aspect communications and social media applications. She continually monitors consumer trends to ensure that marketing messaging aligns with industry best practices and meets customer expectations.
Read more about optimizing your contact center:
- How to Build a Customer-Centric Culture in Your Contact Center
- Building a Next-Generation Contact Center with SharePoint
- Collaboration in the Contact Center Delivers Improved Performance
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