As technology has advanced in the customer service industry, companies have less and less contact with their customers. This means every touch point becomes that much more critical. Once you have won over a prospect and convinced them to be a customer, you may not hear from this person for months or years in some cases. This has meant a lot of savings for companies, but it also equates to many lost opportunities.
In the telecom industry for example, you may only talk to your customer when your services go out which is likely rare to begin with. How do you ensure that they receive outstanding support and have a chance to spend more money with you? If a company is using technology to reduce customer contacts, but not changing the way they view CSRs, they are missing the shrinking opportunity to engage their customers in a way that is designed to improve revenue and drive growth.
Companies must warm to the idea of employing marketing representatives. They should be experts at solving issues as well as sales and brand loyalty. Failing to do this will cost companies in the long run as customer touch points dwindle for businesses.
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