How’s your brand today?
Defining your brand used to be so much easier. In the good old days (for me, the good old days were the 80s), your brand was whatever your advertising said it was. Social media changed all that. Now your brand is whatever your customers say it is. And so your brand is largely determined by your call center agents – those often-ignored people who toil day and night to help your customers solve their problems.
Unfortunately, many companies treat call center agents as replaceable cogs in a system. When one leaves, bring in another and move on. During the downturn you could sometimes get away with this, because you could always find another worker. But every time a disengaged agent focuses more on getting off of the call then actually solving your customer’s problem, it hurts you twice.
First, it hurts your brand. That interaction just had more impact on your customer than your CEO. Your marketing, product development and innovation were all just made ineffectual because of a frustrated call center agent. That’s always been true, but we’ve been able to ignore that – even in the face of social media. Read more