Contact Centers: Gain Greater Insight Into Customers’ Shopping Experiences

CEM normally is initiated by a contact center manager, but those who are reaping the real rewards from this customer service strategy usually are marketing executives, she continues. “There’s an emerging understanding that a lot of intelligence can be gathered from the contact center, intelligence that can benefit the company as a whole or marketing in particular. Marketers can determine, for example, what’s appealing to customers. Those companies that are really successful at CEM involve the marketing department in the process.”