Organizations can significantly improve their respective customer experience offerings by involving contact center managers in the business-level strategic decision-making process, according to new research from NewVoiceMedia and Callcentre.co.uk.

The study highlights a significant opportunity for the contact center to become a centerpiece in the strategic process at corporate board levels.

According to the research, there is an opportunity for the contact center to be more involved in decision making at board level, since contact center managers are in the unique position of dealing with customers on a daily basis.

Graham Jarvis of the University of Birmingham, which conducted the research, said in the report: “The positive outcome of this would be an increased level of customer engagement, higher levels of satisfaction and loyalty, which in turn will translate into more profitable customers.”

The research involved 118 senior managers and directors, 110 middle managers, and 46 junior managers and team leaders from a wide range of call and contact center industry sectors such as dotcoms, pharmaceuticals, manufacturing, and charities.

Nearly half of contact center leaders (48%) report to a member of the executive team, but may not be involved in any decision making, the research revealed. The functions and departments that are considered to exert the most influence over strategic decisions are finance, operations, marketing, and the board of directors, the study shows, with a mere 5% of strategic decision-making emanating from the contact center.

“Contact centers are the face and personality of your business at the front line, with agents dealing directly with customers on a daily basis, so there is no question that they must play a major role in the company’s decision making,” Jonathan Gale, CEO of NewVoiceMedia, said in the report. “Customers know when a contact center is well-integrated into a business and recognize when a company is listening and looking after its customers; and the feedback from customer-facing staff can be invaluable for creating a wider role in determining an organization’s overall strategy.”

NewVoiceMedia is a leading provider of true cloud contact center and voice solutions, enabling businesses of all sizes to deliver a personalized and unique customer experience, quickly and securely. The company now serves thousands of agents in 40 countries on five continents, including Parcelforce, QlikView, DPD, and Topcon Positioning Systems.

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