With an expanding array of customer-focusing technology and service options and an ever-increasing rise in customer expectations, three key ideas are driving this year’s conference agenda – empowered individuals, outsourcing and customer advocacy.
Commented Dominick Keenaghan, president of show organizers INSIGHTS, “The Middle East Call Centre ’12 Conference is renowned for delivering best practice guidance in both the operational and strategic arenas of customer engagement for our delegates. In the former category for example, the best call centres initially focus on effectiveness and efficiency tactics in that order and a key way to achieve this is through empowered individuals. Unfortunately, many organisations restrict their staff’s ability to solve customer issues then and there on the spot yet an increasing body of evidence indicates that this practice going forward is usually self-defeating. These industry studies confirm that problem solving at the point of interaction, known as “First Call Resolutio n” in the call centre space, is both of paramount, personal importance to customers but is also subsequently reflected in their ongoing willingness to continue to do business with a brand. Negligence of the power of customer loyalty “moments of truth” like this, and a follow-on consequence, customer advocacy, can be extremely damaging for a business’ continuing health, and is therefore a vital area that organisations need to address if they want to maintain their customer base in an increasingly competitive market.”
“In fact”, continued Keenaghan “our own empirical research in the region indicates that customer advocacy is so misunderstood and under-appreciated, and almost completely un-accounted for, that it is essential that senior decision makers do some serious homework here. To this end, we have organized a number of high level conference sessions with world class experts at MECC ’12 to explore and highlight the steps that organisations can pro-actively take to better orient themselves towards and more effectively realize the highly significant business opportunities that emanate from this customer-centric approach.”
One other topic that is generating particular interest in the region at present is Outsourcing and MECC ’12 will also feature a separate Contact Centre Outsourcing conference in parallel to the main MECC ’12 Conference. A key question to be addressed here is whether the “always assumed” cost benefits from Outsourcing are worth the loss in quality of direct customer relationships. Under the guidance of industry experts, regional case studies and with all of the region’s main Outsourcing players participating, MECC ’12 delegates can look forward to a comprehensive set of answers
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