In an age of tech-savvy customers and self-service channels, do companies still need to invest in contact centers and staff to provide support?
The answer is, yes.
Consumers have been trained to find the information they need on their own online or with their mobile device. But when they do pick up to the phone and reach out to customer service, they expect representatives to solve what are often complex questions. They
expect human interactions.
This enormous shift in which customer service representatives are perceived as a last resort puts increased pressure on contact center associates who already have the odds stacked against them. The staff must be trained to quickly handle issues that frequently require access to a wide variety of information, but a lack of investment means many associates are often unprepared and lack the right resources to help customers.
To change the outcome, customer service representatives need the right training and tools to not only understand the issue, but to also understand the customer’s needs and expectations. Simply put, representatives have enormous potential to influence customer satisfaction and loyalty, but only if they’re empowered to effectively engage customers.