News: Customer Service/Care
Customer service support 'must extend beyond call centre'
30 January 2009
Customer service support must exist outside contact centres and work to reinforce these facilities, an expert asserts.
Anita Marsh, Europe and Africa marketing manager for Aspect Software, tells Call Centre Focus that staff in these jobs must be able to draw on experts in other areas of the business if they are to provide adequate consumer care.
She says training staff to use these resources will allow a more effective and rounded relationship with service users.
Ms March also advocates the use of "holistic" management of customer records and training employees to share information about clients, allowing more efficient communications with these individuals.
She says eliminating unnecessary calls is also an important step, as this will benefit the bottom line and could also raise customer satisfaction.
In other news, Dr Jeffrey Gorbski, faculty member at Carson-Newman College and Lincoln Memorial University, has told Sales and Marketing magazine that call centre training can prevent communications with clients breaking down.
