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Call centers vital to creating business value

While most business professionals understand the connection between customer satisfaction and revenue generation, new research has revealed that happy clients also encourage additional support from investors.

While most business professionals understand the connection between customer satisfaction and revenue generation, new research has revealed that happy clients also encourage additional support from investors.

A study published in the Journal of the Academy of Marketing Science found that investors often increase their ownership in firms that improve customer satisfaction, Science Daily reported. The research was led by Jaakko Aspara, a professor in the Department of Marketing at Aalto University's School of Business in Finland, and he identified a strong correlation between improvement by organizations on the American Customer Satisfaction Index and the rise in demand for company shares. Conversely, the study also revealed that poor client satisfaction related to a drop in share prices. 

"It's somewhat surprising to find that transient institutional investors, who we often see as focusing only on quarterly profit forecasts, also react to customer satisfaction, which reflects a firm's long-term marketing competence," Aspara told the source.

These results increase the importance of each customer interaction and make contact centers a vital part of company performance goals. Businesses can use call center incentives to build a positive and engaging environment for staff members. When workers are motivated to provide better services to patrons, organizations are able to create meaningful exchanges that boost client satisfaction across multiple channels.

Improving call center performance to drive growth
Modern call centers reach out to consumers using social, mobile and traditional service tools. The use of technology is creating more collaborative interactions, according to ZDNet.com. The source noted that machines are being used to augment conversations by providing customer service agents with the information needed to make informed decisions about how best to help the customer.  Learning to use these programs effectively requires time and practice, but call center incentive programs can encourage employees to integrate the tools into their daily activities to speed up the process.

Rewarding individuals who have made an outstanding effort to appease consumers will contribute to a positive and engaged call center workforce. These same strategies can encourage innovation or the use of new technology and procedures by incorporating incentives into training programs. When employees understand the importance of their role within their organization, they are better able to deliver the energetic services that  lead to engaging customer experiences. Motivating workers to use various tools within their interactions will help companies fully integrate collaborative technology into their service strategies to build positive and memorable events that drive sales and create value for organizations.

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