This point in time will not just be remembered as the global recession, but also as the relationship economy. Never before has it been so important to protect customer relationships. The need to acquire new customers has evolved into the need to increase loyalty to retain existing customers. Considering that attrition is the new customer feedback, proactive retention is needed more than ever. Convergys research shows that 40% of consumers are willing to leave a company after one bad experience and never tell the company about it. Finding the right intelligent solution could provide a competitive edge by creating the wow factor to deliver a valuable customer experience and retain customers.
SCOTT MANGHILLIS INSIDE OUTSOURCING Creating the ‘Wow’ Factor for Customer Retention Intelligent automation puts the sizzle back into self-service his point in time will not just be remembered as the Considering that attrition is the new customer feedback, T global recession, but also as the relationship econ- proactive retention is needed more than ever. Convergys omy. Never before has it been so important to protect cus- research shows that 40 percent of consumers are willing to tomer relationships. The need to acquire new customers leave a company after one bad experience and never tell the has evolved into the need to increase loyalty to retain exist- company about it. Eighty-seven percent of customers tell ing customers. friends and family about their bad experiences, some using What better way to retain customers than by enhancing social media to reach thousands of potential customers. customer service channels with a “wow” factor—deploying The challenge of automating retention is aligning the right an intelligent automated solution comprised of an enterprise business policies with the right actions based on real-time policy management engine integrated with an interactive intelligence across all back-office systems. Policy actions can voice response (IVR) system/voice portal—to take person- automatically dictate incentive offers, upsells, and cross-sells, alization to the next level? or priority route to a save desk. Consider the following customer What better way Following are questions to ask when look- inquiries. While the responses may be obvi- to retain customers ing for an intelligent solution for effective ous, let’s create a wow factor by taking than enhancing automated retention: them to the next level. customer service • Does it centralize and simplify busi- SCENARIO #1: A mobile customer with channels with a ness policy management across sales, mar- high mobile Internet use sends a business “wow” factor? keting, and the contact center? message with a multimedia attachment, • Does it drive consistent customer expe- but the transmission fails. RESPONSE: A network monitor- riences across all channels? ing system detects the failure, and an intelligent solution • Does it drive proactive, automated, and simultaneous instructs the network to resend the message until it is real-time service, sales, and
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