Kalina Janevska Blog

Personalization is more than paying lip service to customer’s preferences; rather it is adding value to a customer's choice. But humans are funny creatures. Often times we prefer something because it is familiar to us. In fact, we prefer the familiar so much that the acclaimed psychologist Amos Tversky gave this phenomenon a name: familiarity bias. Preferences are built upon habits, where habits are established in the familiarity of repeated choices. Businesses, like individuals, must make choices in uncertain, ambiguous situations.

Technology is rapidly changing the face of customer experience. Almost every retailer operates an e-commerce division of their business and while online purchasing for many is not the primary source of profit today (shopping in United States accounts for 9% of total retail sales, 10% in the United Kingdom), the online experience is undoubtedly a primary source of change in consumer behaviour which will eventually take its toll.

In a digital era where self-servicing and self-sufficiency become order of the day, human interaction is rightfully seen as a key differentiator for companies trying to engage customers.

The call centre experience is one such instance where human interaction can either seal or break the deal for many customers. Managing a call centre is a challenging task requiring managers and employees to be very stress tolerant at the same time full of energy and creative.