When it comes to overall business success, few drivers are more important than the customer experience (CX) – indeed one recent study suggested that CX has already overtaken price and product as the key brand differentiator. Regardless of business sector, companies increasingly recognise the value of happy customers – and the inevitable costs of unsatisfactory customer interactions.

However, while everyone across the business recognises the benefits of improved customer engagement, it’s often much harder to identify and quantify the Return on Investment (ROI) needed to secure financial support for engagement initiatives.

In this CCMA Good Practice Guide we look at different ways contact centre managers can address this challenge – through an increased focus on business performance, improved advisor engagement and strategic technology investments.

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