Are we fit for purpose? Rethinking customer contact in a digital world

Despite big data, social media and channel shift, the need for the ‘human touch’ has not gone away – it has just changed. Paul Smedley highlights the research resources available to help us plan for the future.

Contact centres and the back office are changing fast, as we look to put the customer at the heart of everything we do. Yet, talking at a Customer Experience conference this year, I realised it had attracted a largely marketing audience. We are all interested in customer experience, but we talk about it separately, often in different languages. It’s the same story on social media – two parallel worlds where marketing and
customer service each have their own take.

Arguably, the key challenge for us all today is to bring the marketing perspective to bear in transforming
how we work operationally and to engage Marketing in learning from the experience of the Customer Service and Operations departments. All of us have a vital role to play in championing the customer.

Read the full article.

First Published in the 2013 Best Practice Guide Putting People First.print

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