Know Your Customers, Quickly!February 5, 201662% of customers surveyed changed brands based on poor customer service experiences. Interestingly enough, retaining just 5% of those customers that would have defected could mean a profit increase of up to 50%! Knowing customer habits, preferences, and expectations are important in a competitive business world because consumers know they have choices, have high expectations and switch brand loyalty easily. Based on recent studies, the number one thing that companies can do is value their customer’s time (Forrester). When a customer calls into a contact center, a lot of time is spent typically providing identification, either before the call is delivered to an agent or while talking to the agent or both. It’s especially frustrating if you were asked to enter an identifier into the IVR and asked to repeat that information when the call is routed to an agent. Transfers can be even more irritating when the new agent doesn’t have access to the information you just shared with the original agent. These organizations don’t appear to be valuing your time or your business. Through computer telephony integration, companies have an opportunity to differentiate themselves with superior customer service that many have only grown to expect from smaller, specialized organizations that charge top dollar for this white glove treatment. What a pleasant surprise it is to be known by name when you call a company you do business with, especially if you are a long time customer! Even better if they can see what you’ve purchased in the past or that you’ve contacted customer service a few times to resolve the same issue. But it’s not just about accessing customer information though, it’s about doing it quickly, anticipating needs and knowing your customers! How can you differentiate yourself?Anthony UlianoAnthony X. Uliano, Founder / CTO of AMC Technology. I’m a CRM and contact center integration specialist, responsible for product development and strategy at AMC, a company I founded in 1995. I got my start as the architect for SAP’s Customer Interaction Center, which I sold to SAP back in 1997, launching my 23 year obsession with CRM and CTI integration. I split my time in Richmond VA and Bar Harbor Maine, where I live with my wife and 3 children. When I’m not running AMC, I’m an avid film buff and volunteer at several non-profits.