TRAIN FRONTLINE STAFF AS BRAND ADVOCATES WHO DELIVER EMPATHY AND CONTEXT AND SHIFT THE FOCUS FROM HANDLE TIME...
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THE PLAYBOOK FOR SERVICE
Amid store closures, shifting generational preferences, and rising pressure from new technology, one thing is clear. The contact center has become retailers’ frontline for protecting revenue, loyalty, and trust.
To succeed, leaders should:
• Build mobile-first channels. Meet customers where they already are: in-app, via SMS, or through rich messaging.
• Unify customer data. Connect loyalty, eCommerce, and service systems so agents have context at every step.
• Use AI strategically to empower agents. Automate simple requests, surface insights, and route issues intelligently so agents can focus on higher-value interactions.
• Redefine the agent role. Train frontline staff as brand advocates who deliver empathy and context and shift the focus from handle time to outcomes such as revenue contribution and retention.
• Design for continuity. Ensure journeys flow seamlessly across channels, so customers never need to start over.
• Measure what matters. Track customer effort, resolution speed, retention, CSAT, NPS, revenue contribution, and lifetime customer value: not just call handle times or cost-per-contact.
For today’ s shopper, the contact center is the brand experience. Every exchange signals whether a retailer values their time and loyalty.
TRAIN FRONTLINE STAFF AS BRAND ADVOCATES WHO DELIVER EMPATHY AND CONTEXT AND SHIFT THE FOCUS FROM HANDLE TIME...
RETAIL
The retailers that win will be those that treat service as core to their business model. Namely investing in mobile-first experiences, using AI to empower rather than replace agents and equip them to deliver empathy at scale.
The future of retail won’ t be defined only by products or prices. It will be defined by the quality of service when customers need it most: from prospecting to sale close, and to post-sale service and support.
Those that get it right will keep customers through uncertainty. And they will set the standard for loyalty in the years ahead.
Vasili Triant is CEO, UJET. He joined the company as Chief Business Officer in 2020, becoming Chief Operating Officer and then Co-CEO before his appointment as CEO in April 2025. Vasili is passionate about empowering our customers by providing innovative tools and technology that deliver one-of-a-kind customer experiences.
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