| |
|
|
 |
|
|
|
|
|
Expert forum |
|
 |
Everyone
seems to be talking about compliance.
How does it affect customer communications?
|
 |
As digital connectivity grows among businesses
and consumers, the opportunity for consumer
abuse due to malicious intent or inadvertent
behavior is multiplying. To protect consumer
interests, government bodies around the world
are increasing business regulation. For example,
in the US, data privacy rules are being robustly
enforced, and truth-in-advertising requirements
are being tightened.
The risk of consumer abuse is increased as
businesses outsource their contact centers
functions, that is, handling customer interactions
for service and sales. Outsourcing creates
a potential gap in customer interaction know-how.
Contact center agents employed by an outsourced
service provider may not be well trained on
company policies, nor have imbibed company
values. Recently, Capital One, a large NA-based
credit card issuer, cancelled its contract
with one of its outsourced providers when
it received numerous complaints from consumers
about false advertising claims made by the
outsourced contact center agents on behalf
of the credit card company!
More importantly, the impact of inconsistent
or improper customer communication on valuable
business brands can be devastating. Customers
in today's digital economy have the ability
to share their poor experiences with a company
with other customers through digital word
of mouth-nothing travels on the Net faster
than bad news!
These challenges also present unique opportunities
for companies that demonstrate proactive commitment
to their customer's interests by ensuring
customer-friendly compliance in their customer
communication practices across all interaction
channels-phone, email, web, and in-person.
Similarly, the need for business process compliance
presents an opportunity for companies to leverage
knowledge management capabilities that allow
them to codify best practices and drive consistent
high-performance across the organization.
|
|
|
|
|
|
