Successful CMOs should learn how to establish a 360-degree picture of the customer relationship through ownership of the contact center to ensure a unified, end-to-end customer experience. When marketing and customer service work together, a contact center can become more than just a solution to address customer problems.
The role of the CMO continues to evolve. Digital strategies become more sophisticated, products and services evolve, and digital techniques grow ever more powerful, enabling marketers to directly link their plans to customer eyeballs, sales conversions and leads via data analytics and metrics. In today’s digital world, the CMO is in charge of a wide range of activities that needs to be managed across the entire organization, including social selling, digital projects, and employee ambassadorship.
CMOs, on the other hand, should commit their strategy and operations to the whole customer experience if they are to succeed in the future. As per Forrester’s 2021 predictions, “Outdated CMOs — those content to run promotions, sales support, or media buying teams — won’t be able to hide their lightweight contributions behind the strong returns of a good economy.”
CMOs should take the lead in driving customer obsession at their companies, or the role will be handed over to a chief customer or experience officer. To keep the consumer at the forefront of their minds, CMOs need to take control of their company’s customer contact center. Here are a few advantages that can be achieved from it.
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Adding Value to Every Interaction
A contact center engagement can be more than just a means of dealing with customer issues. It can also be a way to add value to a brand by engaging and by extension retaining customers. The customer contact center’s problem-solving aspect is an important component of this.
Every customer engagement with a contact center is an opportunity to achieve two goals at once – address the customer’s problem and then use the encounter to promote the brand. Marketers can use great customer experiences and the resolution of customer service inquiries to add value at the conclusion of encounters, and then follow up with customers throughout life cycle of the relationship.
Leveraging Customer Data to Create Better Products
Many CMOs overlook the data collected from consumer touch points that occur on a daily basis in the contact center. To capture and record customer calls, customer service leaders invest in software, hardware, and analytics. The majority of this information is utilized for quality assurance, such as ensuring that agents meet specific requirements. It could, however, serve a higher purpose – it can be used to re-engineer or upgrade products and services so that customers never have to deal with these issues.
Today, a brand’s most significant business asset is insights and data-driven decisions, and marketing has a proven strategy for leveraging data to drive actions. Brands that incorporate customer contact center data into their product management and marketing strategies can improve their overall customer experience with better products and services, and also minimize the number of negative-sentiment customer complaints at the contact center.
Also Read: Why CMOs Should Own the End-to-End Customer Experience
Enhancing Brand Reputation via Online Customer Engagement
Contact center operators often think of online customer engagement as a transaction, responding only when a customer asks a question or tags the business in a social post to complain. Brands should focus on using social media channels to turn customer service into a strategic asset that strengthens the brand’s online reputation and prevents unfavorable mentions from becoming viral.
Brands can use AI to sift through the clutter and uncover all relevant posts across all platforms using social listening. This engagement strategy protects a brand’s image by increasing favorable sentiment online and assuring a quick response to anything that threatens its reputation.
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