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A Whole New World: Why Outsourcing CX is a Whole New Ballgame

Colson Hillier, CMO of Alorica, discusses the radical shift in customer outsourcing and the role modern-day technologies are playing in the customer experience.

Photo by Museums Victoria on Unsplash

Here’s the deal, customer service gets a bad rap, but the truth is that when done well, solving customers’ needs is awesome, and when you can actually give them a good experience and make their day, that’s just icing on the cake. Reaching that outcome takes work, though, and the market for how customer service outsourcing is conducted has been changing over the last few years. Companies such as Alorica are emerging in this industry thanks to its ability to adapt to the changing landscape of our world and deliver a service that takes some of the hard work out of the customer service process.

“The market for customer service outsourcing is changing dramatically,” Colson Hillier said. “What has been a fairly well-established model _ where we could operate call centers on behalf of our clients and manage that customer experience more effectively — is getting disrupted. And a big part of that is the way that technology is supporting more personalization, new channels for customers to engage with brands, and thinking through how to bring together a value proposition that takes a massive distributed labor force and enables them with technology that then delivers an outcome, utilizing proven processes and techniques.”

Hillier is the CMO of Alorica, which knows a thing or two about customer service. After all, the company accrues more than two billion interactions per year, and operates in more than 14 countries across 12 different time zones. But operating at that scale, also means that Hillier and Alorica know the pain points of those two billion customers and the way the customer thinks.

“The customer thinks about things holistically and oftentimes, where you build your brand loyalty and your apostles within your customer base is when things don’t go right,” Hillier said. “You can take an experience that didn’t go down a great path and make it something that a customer says, ‘Wow, this was a well-stood behind the product. They understood my issue and they did what was necessary to resolve it.’ You’re looking at a more holistic view of the customer rooted in lifetime value, and there’s more-and-more of an appreciation for the service and post-purchase experience that a customer has.”

On Marketing Trends, Hillier discusses the radical shift in how large scale customer service departments — such as call centers — are being forced to alter their format and where Alorica comes into play. Plus, he details how personalization efforts continue to put the customer experience at the forefront of every decision. Listen here.



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