Ever wondered what the person on the other end of the call looks like? While the front-end executives play an important role as the face of the brand, the call center operators play an equally important, if less appreciated, role as the voice of the brand. Their behavior and tone influence how customers think and feel about the brand.

Consider a situation where a customer loses a credit card or mobile phone. Responding with understanding and concern can help strengthen the customer bond and form the basis of a long-term customer-brand relationship. One comforting sentence from the representative can reassure the customer that the company is going to be there in such times of crisis. While marketers must continue to invest in improving their front-end services, they also must not neglect the less apparent – but impactful – customer service provided by phone.

Riddhi Shah

Research Executive - Client service

Millward Brown

riddhi.shah@millwardbrown.com