The VALUE of TRUST cannot be understated when discussing Superior Customer Service.
“The main benefit of trust is customer loyalty, which in turn leads to a longer term relationship, greater share of wallet, and higher advocacy or word of mouth. Results from our consumer survey show that emotional and rational trust drive between 22% and 44% of customer loyalty.” - Study by ESCP Europe Business School
Studies show PRIVACY is of paramount importance to consumers and is growing in importance. A 2012 Ponemon Institute study on the “Most trusted companies on privacy” found that while the importance of privacy has grown over the last seven years, the loss of control over privacy has also grown as well.
The Call Center industry is at the confluence of these competing social and business priorities. On the one hand, the customer service representative (CSR) must engender competence and trustworthiness and on the other hand CSR must ask the caller for a credit card number or social security number, the most private and personal valuable pieces of information a consumer possesses.
The Card Not Present Expo, May 20-23, has thought leaders in the industry sharing insights regarding keeping personal information in the hands of consumers thus protecting the merchants and consumers.
Call Centers as well as other types of businesses that can address consumers demand for privacy protections can improve their long term bottom line through TRUST and customer loyalty.