Four Steps to Infuse Your Culture and Brand into Outsourced Call Centers
In nearly every industry, companies rely on strong brand identity to promote customer loyalty. For catalogers, brand identity is especially critical because the products and services they offer tend to targeted at specific niche audiences. As a result, they’re constantly trying to identify opportunities to create an affinity with customers and build their brand. One channel that can be particularly effective in this capacity is the customer service contact center.
The contact center represents an essential communications link between an organization and its customers. Contact center reps continuously interact with customers, amassing tons of information that can be used by catalogers to gauge brand awareness, customer satisfaction and ultimately, customer loyalty. Ideally, the contact center and the catalogers who contract with it will work together to analyze the customer data and optimize the customer experience.
When catalogers elect to outsource customer service, technical support or other processes, they must choose one to which they’ll be comfortable with infusing their culture. In turn, outsourcing providers have to adopt catalogers’ culture so both can attain a shared vision and objective for growing the cataloger’s brand. Catalogers’ culture that third-party providers are privy to represents a multilayered, ongoing process that involves site selection, recruiting, training and providing brand exposure to associates.
Below is a four-step way to ensure that your company’s culture winds up in the right hands with the third-party contact center you choose.
1. Select the right site. Associates familiar with a brand or product have an advantage in terms of embracing a catalog’s culture. Ideally, the allure of a brand or product will serve as a recruiting tool for an eager talent pool. Some providers establish “centers of excellence” that are positioned for specific types of clients or services. In certain geographies where a brand or product is unavailable, the essence of a client’s culture might be completely foreign and the outsourcer should seek alternative locations where the brand is more prevalent.