Contact centers are generally classified as "operations and logistics" business areas, rather than the brand-sensitive experience centers they should be.

Providing a positive brand experience is essential for any business. After all, experience impacts the customer experience metrics that your business values.

Many businesses adhere to strict branding guidelines, but limit the brand experience to physical stores and marketing materials. Factors like store layout and customer/employee interactions indeed make up a big part of the experience.

But it's not just corporate marketing that creates a brand. Every touch point in the customer journey is part of the clients' perception of the company's brand.

Why Contact Centers Are Important For Your Branding Strategy
Proper client support depends on the nuts and bolts of contact center operations.
There are four key steps to becoming a reliable service for customers.

#1 Buy the Right Tools
The contact center staff needs customer support software to process and deliver calls. The best software is whatever can scale with your growing business.

Aside from software you need to think about computers, headsets, call tool tracking/recording and keyboards.

#2 Adopt a multi/omnichannel approach
Answering calls is all well and good – but modern customers have a high expectation for getting service in the channel of their choice.

Working with customers via real-time chat, email or conversational AI can really improve their experience. It also saves money as the telephone is the most expensive option for contact centers.

#3 Handle fluctuations in Call Volume
Call volume can vary for a lot of reasons. It’s a tricky problem to manage because, while having too few agents can cause long wait times and damage your brand, having too many wastes resources.

Successful strategies include using outsourced overflow, virtual queuing or a blended contact center setup.

#4 Build a Great Team
Finding, training, and hiring contact center staff can be expensive. More automation is steadily making this easier, because it means agents focus less on manual research and data entry.

Instead, they can spend time on actual engagement, making the contact center a far more enjoyable place to work.
The Contact Center as a Brand Experience

More and more business is done online, so in an increasing number of cases, your contact center may be the main human face of your business.

Consumers and decision-makers are more likely to judge and create business impressions based on phone service. This is why companies have to integrate their brand in customer service and contact center.

Businesses are investing heavily in cloud call center technologies. But how often does contact center training cover the standards and brand personality of the company?

Can the team easily insert the company's unique value proposition and product or service differences into conversations with customers?

These essential information points will affect the buyer's brand experience as well as customer acquisition, retention, lifetime value, and loyalty.

For an outsourced contact center, it's a good idea to involve customers in training. They can inform, educate, and instill brand value on par with store employees.

To explain the importance of call center staff, all you need to do is consider product recalls issues. There is no doubt that contact center staff will have to process a large number of requests in this case. At this point, customers should feel like they're talking directly to the brand.

Despite a growing number of social media and complaints through platforms like Facebook and Twitter, customers still really want to talk to someone on the phone, especially if something goes wrong. That’s what it is vital to inject brand value at the other end of the product line.

Author's Bio: 

babelforceis a global cloud communications platform focused on No-Code integration and automation. It allows non-technical people to build even the most complex integrated processes for customer-facing teams, particularly in the call center.