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Brand Promise & Customer Experience
         in the Call Center




                         © 2008 by
The Brand Promise…



      and Brand Experience
      Does Brand Experience…
            – Fulfill the Brand Promise?
            – Prove the Brand Promise to be a lie?
      Call centers are a focal point
      Part style
      Mostly Customer Experience

Brand Promise and Customer Experience   2       © 2008 by
in the Call Center
Customer Experience


                                        Customer Experience



                                          Do I have to wait in a long line,
                                                     short line
                                                    or no line?


                                           Do they get me what I need
                                                when I ask for it?



                                        Do they know what they are doing?



                                                                                    Confirming Research
                                             Do they care about me?             •2007 Telephone Research
                                                                                •2008 Biometric Research


Brand Promise and Customer Experience                     3                   © 2008 by
in the Call Center
Customer Experience Model


          Call Center Performance                  Customer Experience



                                                  Do I have to wait in a long line,
                   Service Level                             short line
                                                            or no line?


                                                   Do they get me what I need
              Once & Done Contacts
                                                        when I ask for it?



      Competence & Knowledge & Confidence       Do they know what they are doing?




                  Tone & Attitude                    Do they care about me?




Brand Promise and Customer Experience       4                     © 2008 by
in the Call Center

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Customer Experience & Branding In The Call Center

  • 1. Brand Promise & Customer Experience in the Call Center © 2008 by
  • 2. The Brand Promise… and Brand Experience Does Brand Experience… – Fulfill the Brand Promise? – Prove the Brand Promise to be a lie? Call centers are a focal point Part style Mostly Customer Experience Brand Promise and Customer Experience 2 © 2008 by in the Call Center
  • 3. Customer Experience Customer Experience Do I have to wait in a long line, short line or no line? Do they get me what I need when I ask for it? Do they know what they are doing? Confirming Research Do they care about me? •2007 Telephone Research •2008 Biometric Research Brand Promise and Customer Experience 3 © 2008 by in the Call Center
  • 4. Customer Experience Model Call Center Performance Customer Experience Do I have to wait in a long line, Service Level short line or no line? Do they get me what I need Once & Done Contacts when I ask for it? Competence & Knowledge & Confidence Do they know what they are doing? Tone & Attitude Do they care about me? Brand Promise and Customer Experience 4 © 2008 by in the Call Center