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Personalization

Your Contact Center Can Earn Money for Your Company, Too

Poor experiences chip away at customer loyalty, so it’s essential for contact centers to connect every channel and personalize the journey.

A woman wears a headset and works at a laptop, possibly impacting contact center revenue.
90% of consumers say the experience a company provides is just as important as its products or services. [Ridofranz / Getty]

In today’s uncertain economy, companies are seeking ways to optimize spending and do more with less. That’s especially difficult for contact centers, where siloed data, disconnected systems and labor shortages already lead to long wait times. While these challenges may affect your contact center revenue, the real impact is on customer experience. 

Poor experiences chip away at customer loyalty, decreasing Customer Satisfaction (CSAT) and Net Promoter Scores (NPS). That’s why it’s essential for contact centers to connect every channel — including self-service, e-commerce, post-purchase and automation — while using data to personalize every experience. 

The good news? We’ve outlined actionable steps to help turn your contact center into a revenue generator.

Identify your contact center’s expenses

Affording expenses for a contact center, such as technology licenses and agent salaries, can be challenging for any business. In fact, the cost to operate a contact center ranges from $2.70 to $5.60 per 3-4 minute direct consumer call. How can this be addressed? Provide the proper tools for employees and self-service options for customers to begin seeing true impacts to your contact center revenue.

How to create contact center revenue 

Companies in cost-saving mode often look to trim contact centers first. But what if your center actually created revenue? With the right tools and strategies, they can. According to the 2022 Salesforce State of Commerce report, nearly half (47%) of companies have already embedded commerce in the customer service experience. Digital leaders are at the forefront, with 49% of leaders selling through their customer service centers compared to 40% of laggards.

Your customer service teams can make money — here’s how

Automate contact center tasks to free up agents

Technology (including bots and AI) can handle straightforward transactions like exchanges and returns while agents prioritize high-touch matters like Order on Behalf Of calls. If a customer abandoned a cart, for example, a service agent can follow up to answer any questions that may lead to closing the sale. A representative can save the day (or the sale) by making this experience seamless and personalized. 

Companies in cost-saving mode often look to trim contact centers first. But what if your center actually created revenue?

While they may be costly to operate, contact centers are a critical piece of the puzzle when it comes to customer experience. A recent analysis by Deloitte Digital of over 300,000 social media posts found that person-to-person service interactions were the most common factors cited in posts about feeling “valued” by a brand.

Keep customers happy after a purchase

For customers, the post-purchase experience can be just as important as the initial interaction with your business. Common post-purchase transactions include exchanges, returns, modifications, and even discounting. Once businesses leverage technology to handle effortless transactions, contact center agents can shift their focus to building customer relationships. 

For customers, the post-purchase experience can be just as important as the initial interaction with your business. 

Customers want help in real time and self service is an added bonus. For instance, if companies can use automation to generate a return label or provide an order status, agents can spend more time educating customers on offerings that can generate revenue, such as subscriptions or upcoming promotions.

You can also drive revenue through cross-selling, up-selling and outbound outreach with items that may pair well with purchases. For example, we’ve seen how well-known shoe manufacturer Crocs leverages first-party data to seamlessly recommend products to customers.

Build customer loyalty with great contact center experiences

Our research shows that 90% of consumers say the experience a company provides is just as important as its products or services. Customers who have quality experiences are more likely to return, which can boost contact center revenue. Consumer expectations are increasing, and acting on their feedback may help strengthen your business. Building a strong ecommerce strategy for your contact center is the foundation for meeting customer expectations and ultimately generating revenue.

Learn more about how customers and businesses are preparing and prioritizing for the future by reading the Salesforce Second Edition State of Commerce report.

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