Contact center software provider Aspect Software has launched a new global marketing campaign designed to inspire leaders to deliver better customer experiences from the frontline of their business: their contact center.
The “Prove It” campaign consists of online and airport advertising, blogging, white papers, a Web site and will soon include an online promotion and webinars.
Aspect, Westford, MA, said independent research demonstrates that each unhappy customer will tell 13 to 15 people about his or her bad experience with a company – far more people than they will tell of a good experience.
When factoring in the power and reach of the Internet, one bad experience could have a significant impact on a company’s brand, and ultimately, the bottom line.
Aspect Software has coined this age of the activist consumer who uses emerging Web technologies — blogs, chat rooms, and wikis — to air both praises and grievances about experiences with corporate brands as Power Shift 2.0.
Aspect said Power Shift 2.0 is changing the way consumers choose the companies they want to do business with, so business leaders need to recognize that the contact center is where a company can become known for exceeding customers’ expectations, while generating customer and brand loyalty and improving financial performance.
The Prove It campaign was launched in October with banner advertisements on the Dow Jones Network/The Wall Street Journal Web site (www.wsj.com). The banner ads link to www.aspect.com/go/proveit, which hosts valuable content to help explain why executives should care about enhancing the customer experience they deliver and what tangible steps they can take to make that happen.
The site includes a McKinsey report, a Forrester Research report, an Aspect-authored paper entitled “Reconnecting the Contact Center” and the Aspect Contact Center Satisfaction Index for both North America and Europe.
Airport advertising began in November in Chicago O’Hare and Atlanta Hartsfield-Jackson International airports. Aspect will continue to explore the Power Shift 2.0 phenomenon on its Contact Center: Unplugged blog and through Web seminars and one, the Aspect customer newsletter.
The campaign is also currently being rolled out in the Europe, Middle East and Africa regions as well as Asia-Pacific.
