multichannel commerce

Bridging the gap between online and the call centre: Part one

Just how important is your customer
contact centre to you?

For some companies, call centres are seen as a
last resort for extremely frustrated customers who have struggled online or in
store and need assistance completing their transaction.

In reality, the
customer contact centre is at the forefront of customer experience and can
often be the only ‘human’ interaction a customer has with a brand.

How to extract actionable insight from online customer feedback

The Reducing
Customer Struggle report
that we produced recently
with Econsultancy found that the majority of etailers (76%) generally first
become aware of website issues when customers call or email the contact centre.

The problem with this method and other feedback channels, such as voice of
customer feedback forms, is that the onus is on the customer to help recreate
or replicate the issue in question.