As customer expectations grow and the on line channel moves centre stage, the part traditionally played by the customer service function within retail is under scrutiny. The days when customer service is simply hived off to a separate call centre are over. Anytime anywhere access, proactive response and simple, joined up processes are increasingly the norm for customers. Suddenly customer service is strategic. It needs to be designed and delivered as an integral part of the whole retail offering and shopping experience.
CCL have helped a number of large retailers with this challenge as the growth in direct channel business has taken hold. One of the biggest issues is scale. Retailers want to know how to increase customer service capacity and capability, without exponential growth in overhead and costs. The challenge is to improve both service and productivity today, whilst building scaleable operations for future growth, all within imposed cost constraints. But it’s also about differentiation. Against this backdrop, how do we still offer a fantastic customer service experience that’s congruent with our brand, consistent across all our channels and that set us apart from the competition? Aside from technology and processes, this is about people and engaging the whole business behind a clear vision for how the end-to-end needs of customers will be met.