Giving Us What We Want

Letter to editor – Marketing Week (4 Sept)

While the decision by call centres to use the latest internet-based technologies and online social media tools to manage brand reputation is compelling (MW 3 September), we all know as consumers ourselves that successful relationships with brands are built on responding to relatively simple needs.

Give us what we want, when we want it, through the right channel - and do this intelligently, especially when we have to deal with a contact centre agent over the phone/email.

So while exploring the latest interaction techniques is a vital factor in unifying brands with consumers, good old fashioned immersion by contact centre agents and careful data analysis is fundamental. That way, we do all get what we want - and brands flourish thanks to our loyalty (repeat business, take up of additional services, recommendations to friends and colleagues – and now thanks to social media our own tight online communities).