How Retail Contact Centers Can Help Boost Sales
This is the busiest time of year for many retailers. But when one thinks about boosting holiday sales, they place that responsibility on the salespeople in the stores, as well as the marketing team that promotes discounts and special offers through advertising.
But the contact center has a role to play here as well – one that is often overlooked.
A salesperson doesn’t have the time or the training to analyze customer behavior. But contact center agents and managers – particularly those that use workforce optimization and speech analytics – have collected data that contains valuable customer feedback.
Contact centers track buying behavior and purchase patterns. Which customers only shop with you when there’s a sale? Which types of products are more likely to sell when they are marked down? Which customers haven’t purchased anything in more than six months?
The more you know about your customers, the more you can customize offers that are more likely to appeal to them. And for customers that seem to be drifting away, timely action may bring them back.
Today, contact centers also take orders. Tomorrow’s contact centers may provide information about products, recommend the best solution for a customer’s problem, or answer many of the questions usually directed at salespeople.
When hiring contact center agents, a background in marketing is something to seek out. These are the employees best suited to take on a more sales-oriented role.
A workforce management (WFM) solution is essential in these efforts. With WFM agents can pull up past purchases, the caller’s location and previous contacts. With speech analytics, agents will be in a better position to tailor each call to a customer’s preferences.
By providing experienced agents with the right technology solutions, your contact center can serve as one of your most effective sales outreach efforts.
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