Here’s a question: who is the most prominent voice for your company’s brand or products?
Is it your president or CEO? Sometimes the man or woman in charge likes to be out front, appearing in TV commercials or giving a lot of interviews. Or perhaps it’s your marketing manager, who creates the ads that run in newspapers and magazines, as well as your social media campaigns.
But there is another voice that is also representing your brand that can be overlooked – that of the call center agent.
Each one of your agents may speak directly to dozens of your customers every day. For companies that sell primarily online, theirs may be the only voice a customer will associate with your brand. And according to a survey conducted by a company called Mattersight, 70% of consumers will cut ties with a brand after just one bad experience.
That places a lot of responsibility on agents – but it is also a great opportunity.
It doesn’t mean that every agent must be trained in marketing, but they should be made aware of the marketing tenets that customers associate with good service.
That starts with making a customer feel valued. Personalized marketing campaigns attempt this by crafting messages designed to appeal to a consumer’s specific needs. But that kind of personalization is easier to achieve in a one-to-one conversation.
With a workforce management solution, agents can pull up past purchases, the caller’s location and previous contacts. With speech analytics, agents will be in a better position to tailor each call to a customer’s preferences. And by using analytics, raw call data such as recordings can be fashioned into actionable insight.
By providing experienced agents with the right technology solutions, your call center can serve as one of your most effective marketing outreach efforts.