ABSTRACT
This chapter discusses the ways to position the customer at the centre of contact centre operations, so that the customer drives and leads all aspects of operational delivery. In an age of multinational power brands and mass marketing, customers are finally finding their power. So, how does a company become customer-centric and what role does the contact centre play in the future. The business journey is the most important strand, as it describes how the company will change. There are four key milestones on this journey: A 1st base company is completely focused on efficiency. When the company moves to 2nd base, the focus shifts towards satisfying the customer. A 3rd base company builds on the foundation of consistent service to derive maximum customer value. 4th base is nirvana. Here, the customer becomes so engaged that they become a stakeholder in the company's success.
