Knowledge - Insights: White Papers
New study reveals heightened complexity of customer experience increases pressure on the front line.
The number one priority for businesses today is delivering the right customer experience and it shows no signs of slowing down. Brands like Sephora are racking up accolades both in-store and online with corresponding benefits in the form of increased market share and revenue. Take, for example, British Airways’ recent allocation of just over £400 million to revamp the in-flight experience for its customers and improve customer relations in the contact centre, showing that brands are willing to do—and spend—what it takes to create loyal customers.
However, spending doesn’t necessarily equal success. Eight out of 10 consumers will pay more for a great customer experience, but 56 percent of consumers still switched service providers in the last year alone. Many brands aren’t meeting customer expectations, so where is the disconnect?
Every day, contact centre agents act as brand ambassadors during their hundreds, if not thousands, of customer interactions. Given the high demands of today’s customers, if agents fail to meet service expectations, customers quickly take their business elsewhere.
Yet, many brands still don’t value the people on the front line as critical assets of the customer experience. As demands from the customer on the business become increasingly complex, what matters is the impact on agents, the experience they provide and how that ultimately affects the success of the business. This report details the opinions of over 1,000 contact centre employees in the US and the UK, the confidence they have in succeeding at their jobs, the challenges they face and how technology will dictate the future of the contact centre. As the research finds, brands aren’t focused enough on the agent experience. In order to be successful in today’s always-on, multichannel world, brands must address these issues or they risk losing employees and customers.
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