Call Center Keynote Touts Channel Integration

Share this article:
DALLAS -- Companies must integrate the different channels through which they make contacts with customers and enhance customer contacts with all available data, the keynote speaker told the crowd at the Call Center '99 Conference and Exposition here on Tuesday.


In many companies, customer queries that come through the mail, fax, phone and Internet are all handled by different groups of employees with different levels of training, said Donna Fluss, research director for the customer service and support strategies practice area of GartnerGroup.


"Currently the quality of service the customer receives is completely dependent upon the channel through which the customer chooses to contact the company. What we need to do is fuse together all channels to leverage all the customer information throughout the organization," she said. "Build a service environment that supersedes organizational structural and technical barriers to better serve the customer.


Ways to achieve this include standardizing how customer information is defined in a company's database and investing in training and compensation to attract and keep customer contact center managers who have technical business and political savvy.


Approximately 3000 attendees were expected at the conference.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.

Analytics Is a CMO's Best Friend

Analytics Is a CMO's Best Friend

CMOs who want to extend their tenure should embrace analytics to improve marketing performance and enable innovation.