Use your call centre like a knowledge centre

Andrew Doyle argues that capturing customer insights will help strategic planning.

To many companies, a call centre is merely a customer service necessity. But a contact centre can provide highly valuable information. If your company uses your call centre like a knowledge centre, you will have a tremendous source of information that can help you develop your products and your brand.

The adage that claims that if you want to know what is truly going on with your brand and products, you should spend a day with one of your customer service agents, has proved to be very true.

“We know that massive amounts of knowledge come into contact centres every day,” said Andrew Doyle, Managing Director, Jabra Business Solutions UK & Ireland. “If we are smart in capturing these customer insights, this will position contact centre managers as key players in companies’ strategic planning.”

The contact centre is where your business has that vital direct contact with your customers and can collect important knowledge about the way your products are being used.

Using this information you can:

• Learn whether customers are using your products as they were intended
• Be inspired to create new products and designs
• Find out if your manuals and guides are user-friendly
• Build thought-leadership marketing campaigns on real market insights

The contact centre will gain tremendously from being used more as a knowledge centre than just as a mere customer service function.

“Your contact centre can drive revenue and increase shareholder value by being an important tool when it comes to product development,” said Laura Bassett from Avaya. “Creating the best possible customer experience and implementing the strategic objectives of your company.”