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Advancing Contact Centers to Customer Engagement Centers
Advancing Contact Centers to Customer Engagement Centers

By Jennifer LeClaire
July 31, 2013 1:23PM

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Many simple call centers have evolved out of necessity into full-blown, multi-channel contact centers, and are now making the transition to customer engagement centers, with a focus on providing the best possible customer experience. Treating customers with intent, integrity, and consistency continues to be the winning ticket.

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"Life has a way of self-healing, and the new term may be scabbed over and gone," Maoz said. "Or, something else might happen: organizations [may] start to see that the concept of customer engagement -- the act of treating customers with intent, integrity, consistency and gaining their trust -- is a winning ticket."

We asked Brian Reale, CEO of Colosa, a company specializing in business process management (BPM) software, for his thoughts on the emerging concept of the customer engagement center. He told us it's important to differentiate customer experience management (CEM) and CRM (customer relationship management). The two are closely related, but clearly different.

"True CEM needs to take into account both the flexibility afforded by CRM and the strict process logic enforced by BPM technology," he told us. "In the future, organizations will begin to appreciate more and more what these hybrid systems can offer because of the growing complexity required for successful [customer experience management]."

The Real Take-Away

It's easy to get lost in the acronym soup of CRM vs. CEM and. BPM. The key take-away for those who manage sales and marketing, as well as customer service and support, is this:

Simple call centers have evolved out of necessity into contact centers, and now, they are -- or should be -- making the transition to customer engagement centers, with more of a focus on engaging customers and providing the best possible customer experience.

As usual, success comes down to increasing customer satisfaction and customer loyalty, and then going a step further. By using the business intelligence gained through engaging customers, businesses can more effectively boost their bottom line, and also set a more successful course for the future.

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Tell Us What You Think



Posted: 2013-08-07 @ 11:23am PT
I work in a contact center too, and yes, I believed treating your customers with integrity, respect, and value could make a difference. We had those customers who don't need solutions to their concerns, they just need someone to listen as they vent out their frustrations. And call centers who are stepping up the game, reaching their customers in all possible channels are on the right track.

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