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Front Office and
Customer Engagement

August 2020 | Article

By Quantanite

By Quantanite

The problem with front office and
customer engagement… and how to fix it

The problem with front office
and customer engagement…
and how to fix it

Is your company prepared to sacrifice the chance for growth? The simple fact is that if it’s unable or unwilling to engage with customers, your organization is unlikely to grow.


Customer engagement is the interaction between your customer and your brand. It involves both customer service and customer experience – two related yet distinct elements.

1. Customer service – The process of supporting, advising and nurturing your customers. Also, the relationship between your organization and its customers both before and after purchase.

2. Customer experience – How customers perceive their interactions with your organization, a perception which can change over time.

Customer service and customer experience have one thing in common – they both fall under the scope of front office services which are, in turn, reliant on effective back office processes.

What does front-office do?

Front office is the customer-facing division of an organization. Processes and services can include:

• Help desks
• Customer service centres
• Telemarketing
• Inbound or outbound sales

Given its visibility to customers, more and more organizations are choosing to guarantee the quality of front office services by outsourcing to experts. They don’t see this as simply a cost-cutting measure. They perceive it as adding value.

What does front-office do?

Front office is the customer-facing division of an organization. Processes and services can include:

• Help desks
• Customer service centres
• Telemarketing
• Inbound or outbound sales


Given its visibility to customers, more and more organizations are choosing to guarantee the quality of front office services by outsourcing to experts. They don’t see this as simply a cost-cutting measure. They perceive it as adding value.

Below, we outline 5 common issues with front-office that prevent
company growth,
and explain how outsourcing will overcome them.

1. Lack of robust data processes

Building customer engagement without reliable data is like searching for a needle whilst blindfolded in a haystack. You simply don’t have enough information to make wise decisions.
A dedicated BPO partner will build a solid data set, and then process that data to reveal forward-looking customer insights – their needs and preferences, likes and dislikes, behavioural triggers, interactions and levels of engagement.


Outsourcing gives you the flexibility to cater to your customers’ desires. It allows you time to focus on increasing market growth while shaping customer satisfaction.

2. Underpowered customer engagement

Call centre staff are not trained salespeople. They often lack the experience necessary for powerful, data-driven engagement with customers during the buying process. As a result, valuable opportunities can be lost.


An outsourced workforce has been specifically trained to fulfil dual roles as call handler and salesperson. Effectively, your organization gets the best of both worlds – skilled, knowledgeable call handling and increased revenue.

3. Slow customer response

Even during normal times, many organisations struggled to meet customer needs quickly enough. In the current crisis, things have only got worse.


Companies are being forced to spend valuable time switching between channels in an attempt to meet increased needs. This is not efficient, and all the while they’re failing to meet those increased needs, customers are inevitably jumping ship.


A dedicated BPO service provider is there to focus solely on customer service and customer engagement. While the BPO provider gets on with doing this at peak efficiency, your company is free to focus on core tasks.

3. Slow customer response

Even during normal times, many organisations struggled to meet customer needs quickly enough. In the current crisis, things have only got worse.


Companies are being forced to spend valuable time switching between channels in an attempt to meet increased needs. This is not efficient, and all the while they’re failing to meet those increased needs, customers are inevitably jumping ship.


A dedicated BPO service provider is there to focus solely on customer service and customer engagement. While the BPO provider gets on with doing this at peak efficiency, your company is free to focus on core tasks.

4. Siloed data and inadequate tools

Siloed data is guaranteed to stunt company growth. If your agents have to navigate through multiple systems in order to answer even the most basic questions, your customers will lose patience – and your organization will lose customers.


Outsourcing offers the benefits of streamlining with solutions such as data entry, data management and transcription. It makes the customer engagement process seamless and easy.

5. Using the wrong metrics to track customer service outcomes

Poor customer experience is the main reason why people switch from one provider to another. Despite this, many organisations are using the wrong metrics to track service outcomes.

Without clear insight into the problem, your company will struggle to find an effective solution. It is therefore essential to accurately measure service experience data, and then use that data to make efficiency gains.


A dedicated BPO provider has the tools and expertise to monitor service experience metrics at scale. Your outsourcing partner will collect the right data, organise, analyse and present it to your decision-makers to inform the next steps.

… but don’t forget

Your front office may promise excellent customer experience, but this is meaningless if the back office fails to deliver it.


Successful front office services are reliant on a robust, well-managed back office system. Without this, there will be a disastrous knock-on effect for the front office… and in turn, for your company’s market growth.

To discover how to eliminate problems in both front and back office…

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