The April 2013 edition of CRM Magazine includes an article by Brent Leary, “Cultivate a New Approach to Business and Customer Engagement”. Leary offers FAIR as an acronym for a few “tenets that companies are taking…to create organizations that can keep up with customer behaviors and expectations:”
- Fast and flexible – Seconds count in customer service, especially in today’s contact centers. As Leary says, with web pages loading in a few seconds and book delivery reduced to less than a minute, “speed thrills and lack of it kills.” Companies have to be able to react more quickly than ever in order to create a connection with a customer.
- Agile and analytical – Not only does the world move more quickly now, but there is more data than ever to aggregate. Companies must analyze data to identify key pieces, which then allow conversion “into appealing interaction opportunities.”
- Interactive and integrated – Leary addresses the “social, mobile, and cloud technologies”; there is also increasing potential for integration of different contact streams and among corporate departments and stakeholders.
- Responsive and reliable – Of the four tenets, this last one is an old standby. Customers always have and always will want to do business with companies that are trustworthy. Modern day customers, though, have technology that “raises expectations quicker, and disappoints faster;” companies must be able to function in this fast-paced world and still maintain credibility.
In your contact center, you can use the data available through your systems to better manage being FAIR to your customers. Real-time performance reporting solutions, such as those built on LightLink, give you fast and flexible capability to capture performance information as it happens which allows you analyze data on the fly. You can then use your analysis of your integrated data streams to interact with other key stakeholders at your contact center and in your organization. Through your real-time data analysis and collaboration, you can enact any needed operational changes at the moment they are needed, which will ultimately make you more responsive and reliable for your customers.