Contact Centers: Gain Greater Insight Into Customers’ Shopping Experiences

Luckily, Emenecker notes, the manufacturer had a system in which it could route newer customers to another phone number, which was staffed by more helpful CSRs specially trained to handle new customers. “Sales increased from that customer group, and more of them became repeat buyers,” she says.

To initiate a CEM program, she advises catalogers they’ll need basic call recording and monitoring solutions. But don’t fall for the misconception, she notes, that simply buying the technology means you’ve started a CEM program. “It’s not that simple. You need a process in place, time and resources to make use of the information you’ll be gathering by listening to customer calls.”