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Most companies today operate under the faulty illusion that all their customers are desperate to speak with them. In a busy contact center, this may seem to be the case. Customers, on the other hand, aren't really so keen. Chances are good that in most companies, it's a small subset of customers who repeatedly call into live customer support services. Most of the rest of us just want to be able to find our own answers, and we pick up the phone and call a company only as a last resort. Your business is getting ready to launch a new product. This is an exciting time for any brand, but it can also be stressful as you'll need all hands on deck for the launch to go smoothly. When you start to imagine the different departments that will play key roles in the success of this product's launch, your mind will immediately wander toward marketing and sales. But don't forget design! Today's customer is more empowered than ever before. They have communications channels they prefer. They expect quick and easy service around-the-clock. They like finding their own answers with self-service as long as those self-service methods work. They have no patience for holding, transfers, erroneous information or rude agents. And these customers are revolutionizing the support industry, according to a report by analyst group Forrester. As a marketer working in the agency world, your clients today are probably heavily focused on content. After all, as the digital medium begins to take over traditional avenues-such as print moving to online copy, radio to podcasts, and TV to streaming services-the marketing space becomes an adapt-or-die environment. For many companies, customer defections are imagined as dramatic events. An already annoyed customer calls a support line, receives indifferent service, and demands that his account be closed, or vows to return a product. These customer support sessions, if they are recorded, can yield important clues for a company hoping to improve its customer engagement.
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