Business Management ABCs

Understanding the 360 Degree View of Customer

Business term “360-degree view of the customer” is not new for industry experts. On the whole, the term 360 degree is wide and deeply affects the performance levels of an organization. It includes the information reeling around customer. BPO industries maneuver it rigorously as their whole business depends on callers. When a call is initiated, this 360 degree display on agent’s desktop helps him to create an instant snapshot of customer in real time. It not only establishes a better connection but strengthen relation with customer also. It helps call centers to enhance the richness and value of a conversation as they have previous information of customers with them which avoid repetition. Customer history, Context of previous calls and desired action all are included in this holistic approach to provide quality service to customers.

The information could include:

1-Identity of customer : Age, gender, name and location

2-Relationship with the company: Influence and association with brand

3-Current status of activity: Orders plans, deliveries and problems

4-History: Contacts, case studies, association with process

5-Brand value of customers: Which product or services a customer is using

6-Actions plans: Provided solutions and desired actions plans to affirm seamless operation

These should not be seen as mere pieces of conversation. These help to build a database of a company’s loyal customer and provide important yet unique information about a specific customer. Call centers have been able to provide power packed performance and have gained stature of quality services by adopting 360 degree technique. It also enables an agent to bring forth relevant offers to a customer according to the information stored which increases up and cross sell conversation rates.

It helps to shoot up the performance level of contact centers by:

1. Improving customer interaction and call quality

2. Reducing call and training time

3. Decreasing data entry errors

A true 360-degree view is customer centric and needs to include past, present and future information and communication structure of customers:

1-Past include a significant and precise view of customer’s profile. Interaction history across all channels, recent product views, campaign activity and product activities are stored under this section.

2-Present means general key customer information and context of the call.

3-Future relates to actions steps to strengthen the relation with customer by resolving issues with the product or services and any offers which could be presented to the client at that time.

Generally customer has nothing to do with companies take on the perception or policies to understand him. He only shows interest in services, support or information he is getting in exchange of money but this is what drive a company to success and ensure its long run performance – Better services, prompt support and accurate information for customer.

Morris Jane is associated with Vcare Call Center and working as a Sr. Marketing Manager. Vcare is a leading business outsourcing company offering high-quality, cost-effective call center outsourcing, technical helpdesk, back office support, inbound call center and software development services to all sized businesses across the Globe. We help clients achieve higher customer satisfaction and increase revenue growths. Any suggestion, queries regarding call center services or outsourcing is more than welcome: http://www.vcarecallcenter.com