âYour brand is what people say about you when youâre not in the roomâ | DMA

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âYour brand is what people say about you when youâre not in the roomâ

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Many brands are already aware of the impact good or poor customers service can have on their reputation. It’s heart-warming to read that 62% of organisations view customer service through contact centres as a competitive differentiator (according to Deloitte) – but disappointing that just over a third don’t get it.

Contact Centres are big business in the UK with a revenue of £2.3bn in 2014*. It’s a big commitment for many companies and they want to know they are getting a return on their investment. Beyond the simple analysis of sales figures, there are additional benefits connected with ‘brand’ that may be less obvious.

According to McKinsey, 70% of buying experiences are based on how the customer feels they are being treated. American Express conducted research that showed 70% of people are willing to spend more money with firms they believe provide excellent service.

So a contact centre delivering the right kind of service can cement brand relationships and improve upsell or cross-sell opportunities.

More than perhaps in any other marketing channel, it’s the selection and training of staff that directly impacts the success of your contact centre. According to the Genesys Global Survey, 78% of people said that competent service reps ‘contributes to a happy customer experience’.

So the location, staff pool, training and incentives offered to contact centre staff will directly improve customer experience and leave them with a positive image of your brand.

The flip side is what happens when you don’t have a contact centre or bury the telephone number on your website where nobody can find it? Research by the DMA Contact Centre & Telemarketing Council found that 71% of consumers agreed with the statement “I don’t trust companies that fail to give their customers the option to speak to them.”

So making the contact centre details prominent on your website will show that excellent customer service is not something you shy away from, indeed it proves you want to answer customer queries. Trust is a significant element in your brand.

To learn more about how contact centres can impact what people say about you, check the facts and figures in an infographic titled ‘The contact centre experience’.

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* Source: Ibis World, 2014

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