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My question is whether a contact center department should be under the supervision of Marketing or Operations? Plus, what can a contact center do for a construction retail store?

My question is whether a contact center department should be under the supervision of Marketing or Operations? Plus, what can a contact center do for a construction retail store?

10/25/2007

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Question
My question is whether a contact center department should be under the supervision of Marketing or Operations? Plus, what can a contact center do for a construction retail store?

Answer
There is no “right” answer to your question about who should manage your contact center. The answer will depend upon many factors, including which management team has the right skills, motivation, goals, desire and technical know-how to manage the contact center. Here are two high-level guidelines:

  1. If your contact center is a cost center, dedicated to addressing customer inquiries, and does not have revenue generating responsibilities or goals, it should be the responsibility of Operations.
  2. If your contact center does sales and is not responsible for handling customer inquiries, it may make sense to be managed by Marketing.

Contact centers are highly transactional in nature. Whoever manages the contact center has to be able to address large volumes of customer inquiries or sales.

You also asked what a contact center can do for a construction retail store. Allow me to point you to a couple of prominent examples where contact centers play an important role – Home Depot and Loew’s. These are chain stores dedicated to home improvements. They carry a wide variety of construction products. Both companies use sophisticated contact centers environments to address various aspects of sales and service.

Contact centers are useful in almost any industry, providing a central site/location for sales and service inquiries and many other types of interactions. These centers can be as useful for construction products as they can for banks, manufacturing companies, or any enterprise that deals with the public.

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