A true bridge between what the client expects and what the company delivers, the POC orchestrates exchanges, maintains consistency in communication, and saves everyone valuable time. Let’s discover together who exactly this “point of contact” is, what his favorite tools are, and why he is so valuable to many companies.
Who is the POC?
Let’s start at the beginning. The Point of Contact (POC or “Person of Contact” in French) is a person or a service designated as the main contact for a relationship, a project, a client, or a specific file. Sometimes, we even talk about a SPOC (Single Point of Contact) to emphasize the idea of an exclusive contact person.
This referent receives requests, manages follow-ups, and ensures good communication between the different parties. It can be found in many contexts, such as customer account management, partnerships, marketing campaigns, press relations, and many more.
His main missions and responsibilities
The contact person fulfills several functions:
- Reception and filtering of requests – The POC is the entry point, which means that every question, complaint, or request for information goes through him.
- Internal coordination – He passes on requests to the relevant teams (technical, marketing, support, legal) and ensures that responses are provided on time.
- Follow-up and escalation – He monitors the progress of requests, checks that none are stalled, follows up if necessary, and escalates critical cases.
- The “face” – He acts somewhat like the face of the organization for the client, partner, or any other interlocutor. Therefore, he must ensure that the message is consistent, avoid contradictory messages between departments, and personalize the connection with the person in front of him.
- Trust relationship – He plays the role of a human facilitator by reassuring, clarifying, and ensuring that exchanges progress.
The essential qualities of this dedicated contact
Being a good POC is more than just transferring messages between two parties. It is a role that requires multiple qualities.
Above all, he must have a good dose of empathy. Understanding the needs, frustrations, and expectations of the other allows him to establish a lasting trust relationship. This listening ability comes with strong communication skills: reformulating a request, explaining a constraint, conveying a complex message with simple words.
The POC is diligent and perseverant. He does not leave any case pending, follows up each request until its resolution, and follows up if necessary. This is a crucial quality, especially in cases where several projects or clients are progressing simultaneously. Therefore, he needs an excellent sense of organization.
On the technical skills front, the POC must be well-versed in the product, service, or project he represents. With this in-depth understanding, he is able to communicate effectively with the concerned experts. He knows who to address, how to mobilize the right contacts, and in what order, which makes him a natural coordinator.
Besides his human qualities, the contact person also needs to rely on appropriate tools.
The key tools of the POC
Communication
It goes without saying, the POC must have a professional email, ideally within the company’s domain, for formal exchanges. For quicker interactions, an instant messaging service (Slack, Teams, etc.) is useful, as well as videoconference platforms (Zoom, Meet, etc.) for direct exchanges.
Project management and request tracking
To prevent requests from being forgotten, the POC can use project management tools like Trello, Asana, Notion, or ClickUp. If communications with clients generate tickets, a ticketing tool (Zendesk, Jira Service Management, Freshdesk, etc.) is necessary.
CRM
For the contact person, a CRM (HubSpot, Salesforce, Pipedrive, etc.) is indispensable as it provides a complete view of the client’s history, interactions, preferences, and past incidents. The POC can then personalize his responses and ensure follow-up, even if the contact person changes.
The importance of the human point of contact in the company
A major advantage for customer experience and loyalty
The presence of a contact person humanizes the relationship, reduces friction, and creates a sense of closeness with the company. The client knows whom to contact; he does not need to repeat his story with each exchange. He feels considered and secure, which means greater satisfaction and reinforced loyalty.
Less dispersion, clutter, and waste of time
Without a clear contact, requests can bounce between departments, get lost, cause delays and/or lead to interpretational conflicts. The POC centralizes information and streamlines its flow.
More clarity in terms of responsibility and direction
The POC is the single point of contact. Therefore, it is clear who is responsible if a file is delayed or if an error or problem occurs.
A positive influence on reputation and perceived quality
In sectors like B2B, consulting, or technology, for example, having a dedicated contact is a sign of professionalism. It’s even a true competitive advantage.
4 examples of contact persons across different types of companies
1) In a marketing/communication agency
The POC is the project manager or the account manager. He centralizes all information between the client and internal teams: he receives briefs, coordinates creatives, developers, and/or writers, and ensures that deliverables meet the client’s expectations.
2) At a software publisher
The POC is a Customer Success Manager (CSM) or a Key Account Manager. His role goes beyond simple project management: he supports the client from onboarding, monitors product adoption, resolves critical issues, and identifies opportunities for growth. He is a true growth partner for his interlocutor.
3) In a B2B services company
The POC is an account manager. He manages a portfolio of clients, knows their needs, history, and priorities, and acts as the main contact for any contractual, operational, or strategic questions.
4) For a startup or SME
The POC can be a key person, even a founder or co-founder. In small structures, proximity to clients is very important. The POC often embodies the brand itself, guarantees responsiveness, and maintains a direct, personalized relationship.
A good POC is somewhat like the invisible thread of a successful relationship. Neither a mere relay nor a pure manager, he embodies continuity, reliability, and a certain humanity in professional exchanges. Regardless of the context, he adapts his role to the real needs of the company and its interlocutors.
