To companies, a call center is merely a customer service necessity but a contact center can be a treasure nest of incoming information. If your company uses your call center like a knowledge center, you will have a tremendous resource of information that can help you develop your products and your brand.

Commenting on this, Holger Reisinger, Jabra President of Marketing, Products and Alliances, said,

“We know that massive amounts of knowledge go in and out of contact centers every day. If we are smart in capturing these customer insights, this will position contact center managers as key players in companies’ strategic planning.”

According to both Laura Bassett, Director of Marketing and Customer Experience at Avaya, a global leader in business communications, and Sarah Stealey Reed, Content Director at International Customer Management Institute (ICMI), the contact center will become much more like a knowledge center in the future.

The contact center is where your company has the direct contact with your customers and can collect important knowledge about the way your products are being used. From the customer interaction, you can:

· Learn if customers are using your products as they were intended

· Beinspired to do new productsand designs

· Learn ifyour manualsand guides are user-friendly

· Build thought-leadership marketing campaigns on real market insights

When seeing a call center more as a knowledge center, Laura Bassett from Avaya said,

“your contact center can drive revenue and increase shareholder value by being an important tool when it comes to product development, creating the best possible customer experience and implementing the strategic objectives of your company,”

According to Sarah Stealey Reed from ICMI,the contact center will gain tremendously from being used more as a knowledge center than just as a mere customer service function:

There is no doubtthat it raises the profile of the contact center, if that is where we are getting the important information and having the great discussions as to how we can develop our products and services even more. Furthermore, it will give the contact center managers better access to resources and an important seat at the corporate table if the management sees them in that light. To put it frankly, The CEO and CIO cannot afford to ignore contact centers anymore!”

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