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Expert forum |
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What
are some business best practices for
compliance in customer communications?
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As digital connectivity
grows among businesses and consumers, the
opportunity for consumer abuse due to malicious
intent or inadvertent behavior is multiplying.
To protect consumer interests, government
bodies around the world are increasing business
regulation. For example, in the US, data privacy
rules are being robustly enforced, and truth-in-advertising
requirements are being tightened.
The risk of consumer abuse is exacerbated
as businesses outsource their contact centers
that handle customer interactions for service
and sales. Outsourcing creates a potential
gap in customer interaction know-how - contact
center agents employed by an outsourced service
provider may not be well trained on company
policies nor have imbibed company values.
Recently, Capital One, a large NA-based credit
card issuer, cancelled its contract with one
of its outsourced providers when it received
numerous complaints from consumers about false
advertising claims made by the outsourced
contact center agents on behalf of the credit
card company!
More importantly, the impact of inconsistent
or improper customer communication on valuable
business brands can be devastating. Customers
in today’s digital economy have the ability
to share their poor experiences with a company
with other customers through digital word
of mouth – nothing travels on the Net
faster than bad news!
These challenges also present unique opportunities
for companies that demonstrate proactive commitment
to their customer’s interests by ensuring
customer-friendly compliance in their customer
communication practices across all interaction
channels – phone, email, web, and in-person.
Similarly, the need for business process compliance
presents an opportunity for companies to leverage
knowledge management capabilities that allow
them to codify best practices and drive consistent
high-performance across the organization.
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