How can a call center practically move forward without the benefit of complete organizational integration? Read on to understand my question.
I am looking at the relationship between the customer experience and the integration of the call center with the rest of the organization. I have found research that identifies different customer experience strategies-defined by the complexity of the customer experience (i.e., Is the company going for a simple interaction with minimal emotional content all the way to the “destination” experience like Disneyland?). Research also indicates that the more complex the experience strategy, the more integration required by the organization (integration with sales, marketing, etc.). I’m looking at research that is about services, not call center specifically. What do you think about this supposition (the research is supported through a good case base analysis).
Here is where I am getting stuck. It is a question of “how.” For the past 10-15 years we have all have heard the importance of the call center being integrated with the rest of the organization. Customer centricity, customer relationship management (CRM), & customer experience drove the notion that to be successful we all had to be working as one system. The problem, in my mind, is that very few organizations have achieved a high level of integration. Do you agree or disagree?
If, as a call center industry, we are still struggling with this integration into the rest of the organization how do we move forward? Do we have to wait for this organizational integration to happen? And/or do we have to adjust our customer experience strategy (either organization-wide or call center specific) so the integration requirements are less stringent? Is it even possible to have a customer experience strategy that is call center specific (i.e., without having an aligned organization-wide customer experience strategy)?
Can the call center initiate some customer experience changes without the integration with other areas of the organization? If it is possible, is this a wise move? Does any type of customer experience strategy require the whole organization’s involvement (even if minimal versus optimum involvement)?
Thanks for helping me figure out if there are any practical (i.e., effective) moves a call center manager can make if integration with the rest of the organization is not a reality in their organization right now.