I was recently asked to provide some perspective on Marketing with Meaning to Customer Management IQ, an organization that focuses on providing information and services to the call center industry. A little more than a week ago the article here was published by the site, as well as a podcast interview with host Blake Landau.
The overall point of the article is that call center managers have an enormous opportunity, nay responsibility to turn what is normally considered a “cost center” into a platform for connecting with customers. Take a read and let me know what you think!
The assessment of the opportunity is spot on. To shift the mindset across the board, organizations should find a couple small ways to initiate the change:
1. Change their language. It should not be “Consumer Relations” but “Consumer Relationships”.
2. Change their POV. Add it to the touchpoints typically left for advertising tactics.
As these become the norm, objectives and action items can be established proactively – rather than reactively.
A small number may be willing to reach out, but a much larger number is willing to read about the exchanges that occur with consumer relation(ships)…and that’s how organizations can begin to wisely use the multiplier effect.