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Positive customer experience requires leadership teams to understand every point a customer engages with an organization. The information gathered from each of these departments is critical to a full understanding of the customer experience. With regards to customer interaction, there are few departments that will engage as frequently as the contact center. For this reason alone, contact center teams and marketing teams must work together to ensure smooth end-to-end marketing campaigns.
This pairing may not seem logical at first. After all, it is the marketing team that builds the messaging, delivers campaigns and drives awareness of a company brand and its products. However, it is up to the contact center to answer questions, resolve issues and ensure that the promises made are delivered to the customer’s satisfaction. It does not have to stop there.
By ensuring these two teams communicate regularly, not only is there an opportunity for customer experience to be improved, there is also an opportunity for the contact center to up-sell or cross-sell for the company. Furthermore, marketing teams can learn a lot about existing versus new customer behavior by reviewing the various analytics and reports generated by the contact center.
To ensure that these two teams can work toward positive customer experience, consider implementing the following:
The contact center is the front-line, so having the agents also be the communications hub will only strengthen the message delivered across all channels and throughout every department. The information that will be shared between these two departments will not only improve the brand experience, but also ensure that better customer information is gathered so that preferences, buying habits and overall customer satisfaction are documented and shared. This new marketing / contact center partnership will readily improve the brand and customer experience, keeping both positive.