Organizations have multiple touchpoints which define their level of customer centricity. We think of touchpoints such as digital channels and salespeople, but many often forget the one that is perhaps the most important, the contact center. Since it plays a critical role in defining the level of customer centricity within the organization it can’t be overlooked. Yet, these centers often don’t get the attention and recognition they deserve.
This is one of the subjects we discussed with Steven Van Belleghem in one of our webinars on the importance of extreme customer centricity in your company.
Contact centers are often seen as a cost center, something you need to have as an organization. This results in most people not valuing the importance of this channel enough. Recently, many organizations saw peaks in demand for customer service and the requests never went down.
To make sure you don’t, we listed some statistics for you:
- 84% of the people will spend more money with brands that provide personalized customer service, which makes it an excellent way to realize customer loyalty within your organization (Ultimate.ai).
- The profitability of selling to an existing customer is 60-70%, while the profitability of selling to a new prospect is only 5-20% (Invespcro).
- 96% of consumers state that customer service is an important factor in their choice of loyalty to a brand (Nextiva).
- One-third of consumers say they would consider switching companies after just one instance of bad customer service (Nextiva).
- Friendly employees or customer service representatives are what make a memorable experience that causes consumers to stick with a brand, for 73% of customers (Nextiva).
Given that customer service is a good way to create customer loyalty, it makes sense that organizations should be investing in it, not cutting costs. Steven Van Belleghem perfectly illustrated why good customer service is essential with this example. 👇
Customer care employees are true experts because they are in contact with the client so often. The knowledge they have about what works and what doesn’t within an organization is extremely valuable, and a lot of organizations don’t use that knowledge enough to their advantage. But by exploiting this knowledge, organizations are able to better determine what consumers care about.
Despite the fact that many experts predicted that technology, often in the form of chatbots would take over customer service, it remains a human channel. Up until now, nothing comes close to human service. It’s the fastest, most in-depth, and most fun way to interact with customers because the technology just isn't up to speed yet. That’s why more and more people are being hired and re-skilled by companies to make sure they are able to serve the customer and meet their needs in the best way possible.
To wrap up
As demand increases, the importance of human-based customer care centers will keep on growing. And it won't disappear any time soon. Companies need to perceive their contact center as a knowledge hub consisting of friction hunters that solve issues for the customer. Its importance can’t be underestimated. Because it’s a crucial driver to creating customer loyalty.