“Good-bye agents, Hello Baes”. We are focused on building meaningful connections with our customers. There is much hype about the Metaverse and advancements in AI technologies (just consider recent developments in ChatGPT’s optimised language model for chatbots).  Boomerang’s clients already derive many benefits from advancements in modern cloud and CRM technologies.

Systems to manage workflows, enable self-service options, reduce customer effort, reduce wait, and ticket handling times, sentiment analysis, management information on the fly. One could almost be seduced by all the new and sexy tech into believing that AI will be some sort of silver bullet for delivering great CX.

However, when it comes to solving complex personal issues or providing empathy and care, nothing can replace the human touch. That’s why, at Boomerang, we no longer use the term ‘agent’ which implies a lack of engagement and connection – instead focusing on building meaningful connections with our customers through our team of ‘Baes’.

Bae, an acronym for ‘Before Anyone Else’ and a term of endearment, has been around in popular culture long enough to be universally understood. Our Baes love being called Baes instead of “agents”. They feel even closer to the community we have fostered at Boomerang.

Boomerang Bae Jean-Pierre Myburgh comments that though the acronym BAE usually stands for ‘Before Anyone Else’ he interprets it as ‘Before Anything Else’ as he has discovered through his own experience, he says, “that at Boomerang SA we prioritise our Baes before anything else, and this is the key ingredient that fosters a culture of trust.”

We are committed to creating an environment where our team feels appreciated, valued, and respected – and that’s why we’ve changed the term ‘agent’ to ‘Bae’. Our customer contact team members are not just employees – they are Baes who take pride in connecting with our customers on a deeper level.  In this post, I will explain why this shift in terminology is so important for us as a company, and how it will help create a culture of service excellence.

Our Baes are not just agents, they’re special people who make the effort to build meaningful relationships with our customers and who are empowered with the tools necessary to offer personalised experiences that go beyond the box. We believe in equipping our Baes with the necessary resources so they can truly engage with and find solutions for our customers. Our contact centre provides the technology, processes, as well as the training and development opportunities to enable our Baes to be the best they can be.

 At Boomerang, we believe that valuing people should be at the centre of all we do – which is why making this change in terminology is so important to us as a company. We want our Baes to feel appreciated for their hard work and dedication, as well as empowered to provide exceptional services through genuine human connection. We also want them to take pride in being part of #TeamBoomerang. Ultimately, this shift will help us foster a positive working environment for our staff, allowing us to create lasting relationships with customers based on trust, respect and quality service delivery.  Our Baes are empowered to go above and beyond in customer service – meaning better service overall for our customers.

To learn more about how Boomerang SA can support your brand in delivering excellent customer service experience (CSX) please contact us or request a case study.

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