This article was originally posted by datamark.net on October 18th, 2017.
Your products, services and marketing messages all work together to shape a brand image for your company. Depending on your target market, your brand has a unique voice: It may say, “upscale and luxury,” or “family friendly values,” or “young, hip and tech-savvy.”
With everything you’ve invested to build your customer fan base, it’s important to remember that the contact centre is the front line for your brand image. If you decide to outsource your contact centre to reduce operating costs and focus on your core business, make sure you work with a partner that understands the importance of being a seamless extension of your brand.
A consistent brand image across advertising, websites, stores and contact centres begins with language. For example, if your company is U.S.-based, customers will expect to reach out to an agent who speaks neutral-accented English. Many companies learned this lesson the hard way about a decade ago when they prioritised cost savings over customer service by outsourcing contact centre services in countries where non-U.S. English accents and dialects are common. Their brand image suffered when customers became frustrated trying to communicate with these agents.
Fortunately, the trend has shifted, and companies have brought their contact centres back to the U.S., in regions such as the U.S. Midwest and Southwest, where residents speak with neutral English accents. Another popular destination for contact centre services is nearshore, in Mexico, where the agent workforce consists of many who were educated in the United States and can speak fluent American-accented English as well as Spanish. Additionally, the Philippines remains an attractive offshore destination for contact centre services, thanks to a workforce that speaks English with a neutral American accent.
Location also is important for maintaining a seamless brand image in an outsourced contact center. U.S.-based and nearshore agents who grew up in and often travel in the U.S. will have an unmistakable familiarity with American culture, history and trending news.
Being located close to your operations will also help ensure agents are familiar with your company’s latest news, leadership strategies and initiatives. Remember, you have customers who are major fans of your products and services. When they call, email or webchat with an agent, they will be pleased to find that the agent is “in the know” about what’s going on with your company. The customer experience will feel seamless and not “bolted on.” Read more…