Has anyone out there considered the impact of call centers on a company brand?
I have been considering this question, as part of looking at the interaction between call centers and marketing organizations, and the following comes to mind:
1. Companies spend considerable time and effort communicating their Brand Promise to the market yet little time and effort communicating this to call center agents.
2. Call Centers are an integral part of the Brand Image - i.e. the call center is a key vehicle through which a company's brand is conveyed to the market as part of how the agent interacts with customers. Yet I suspect that few marketing organizations adequately consider this role of the call center agents and even fewer companies prepare the agents to assume this function.
2. Call centers have the potential to be a vehicle though which a company can capture and/or measure a customer's Brand Experience - i.e the customer-agent interaction is a point in time at which a company can implicitly or explicitly measure the extent to which a customer perceives the brand experience equating the brand promise. However, most call center metrics are focused on the efficiency/productivity of the agent rather than the experience of the customer and as such the opportunity to evaluate brand experience is either forgotten or overlooked.
I would welcome your thoughts, experiences etc.