Why’s it so hard to gain customer loyalty these days? Here’s what contact center leaders say.
Sure, customers are distracted by technology and their own work-life balance. In addition to that, contact center pros in a Call Center Week survey said loyalty suffers because they sometimes struggle to:
- Create new ways to enhance the customer experience (37% ).
- Achieve operational efficiency (31%)
- Balance operational metrics with customer-focused metrics (21%)
- Serve customers in social media and find a relevant way to measure its success (16%), and
- Get customers and agents emotionally engaged in the company’s brand (15%)
So contact center leaders can get bogged down with operational issues and lose focus on customer satisfaction and loyalty. One way many organizations have kept a sharp focus on customers is employing a “customer advocate” or “Chief Customer Officer.”
Once a mainstay in government agencies, the advocate is growing in popularity in the private sector. He or she often keeps up-to-date stats on customer satisfaction, loyalty and churn. Then he or she spends time with all departments breaking down the implications and finding ways they can get more customer-focused.
