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Date: Wednesday, March 13, 2013
Time: 10:00 AM PT/1:00 PM ET
Duration: 60-minutes

Sponsored by
USAN

A revolution is occurring in the way that customers interact with businesses, and more specifically with their contact centers! In the past, customers were often herded through a company’s IVR or queuing system and then deposited into the team that was supposed to serve them best. They had to abide only by the hours and channels that a company defined. Now with the advent of social, self-service, and mobile channels, customers have more control over how, when and who they talk to within a company.

That makes the partnership between the contact center and the other departments within a company that much more critical. It is necessary to approach the customer from a holistic standpoint and engage them how and when they want, all while still meeting the needs of the business.

ICMI community expert Richard R. Shapiro, the Founder and President of The Center For Client Retention (TCFCR), will walk through three of the customer engagement strategies that every business can and should employ. You will hear real-life best practices from Richard’s book, “The Welcomer Edge: Unlocking the Secrets to Repeat Business”, and he will demonstrate the importance of analytics and multi-channel support.

So what are the engagement practices that customers truly want? In this session, we will show you how to make your customers:

1. Feel Welcomed – Start at the beginning of every customer engagement and look at their initial interaction with your company. Whether the customer is greeted by a live person or through an automated process, they want to feel welcomed. Richard will talk about which type of customer engagement experience creates a relationship with a new customer that can last a lifetime.
  • Welcomers
  • Robots
  • Indifferent
  • Hostiles
2. Feel Valued – No matter how many customers you have, each one of them wants to feel like an individual. It’s imperative that you as a company understand their preferences and their choices. Provide customers with multi-channel options that make it easier to do business with you, at the time that it is convenient for them. Know your customers! If you don’t show appreciation for them and their values, they won’t show appreciation for you.

3. Feel Understood – Technology, statistics, and data can often be a hindrance to good customer service. If used correctly though, they are an amazing supplement to the welcomer experience. By using a customer’s interaction history and combining it all in one platform, you can better create a personal connection with your customers. This will remove the robotic and indifferent attitude customers often experience in both self-service and live agent interactions. In turn, all that customer history will prove invaluable to your overall business.

The USAN Customer Engagement (CE) platform is a holistic offering that helps companies drive, measure, and adapt to customer-facing initiatives across all communication channels. Ian Hunter, Senior Sales Engineer for USAN, will walk us through how to best use this technology to integrate the needs of your business with the demands of your customers.

As Richard says in his book, “That’s what it is all about: making customers feel that they are important, appreciated, and valued, not on the fifth visit, not on their tenth visit, but on the first and every subsequent one.”

Featured Speakers

Richard R. Shapiro

Richard R. Shapiro is the Founder and President of The Center For Client Retention (TCFCR), which provides research, training and consulting services to Fortune 500 corporations on how to improve the customer experience.

Before founding TCFCR, Shapiro was with ADP for eighteen years. In his last role, he was Vice President of Customer Satisfaction and Client Retention. Widely respected for his expertise, Shapiro has been a speaker at numerous Society of Consumer Affairs Professionals (SOCAP) and pharmaceutical industry conferences. Shapiro has been interviewed by The New York Times, the Associated Press, The Wall Street Journal, the Boston Globe, Newsday, The Today Show, ABC World News Tonight and CBS News as an industry expert.

His first book is “The Welcomer Edge: Unlocking the Secrets to Repeat Business”.


Ian Hunter

Ian Hunter is a Senior Sales Engineer at USAN. A long-time veteran in the customer contact industry, Ian got his start at Melita International in 1996 and was once named Employee of the Year. Prior to joining USAN in 2012, Mr. Hunter served in a variety of consulting and professional services roles for a virtual who’s who of contact center technology companies including Genesys, Knowlagent, Inovis and Concerto Software (Melita).