With more contact points than ever before, businesses need to ensure a smooth omnichannel experience. However, this is easier said than done.
The customer service technology ecosystem has grown increasingly more complex over time, with communication channels ranging from emails and phone calls to social media, web chat, and self-service platforms. This is especially challenging because call centre agents typically face non-consolidated customer service toolkits and a lack of effective cross-channel services in their daily activities.
Complexities related to various communication channels make it difficult to enforce a consistent process and experience across the different channels, and customers’ transactional data and history are often stored in non-integrated, scattered applications. As a result, call centre agents must navigate through multiple disconnected systems and applications when managing their interactions with a single customer. Jumping between disparate channels shifts focus away from the customer, resulting in lower agent productivity, and potentially endangers data accuracy and regulatory compliance.
These are not the only challenges contact centres face. Many companies see them as a a significant cost driver, and even though modern engagement channels provide different mechanisms of engagement, integration into operational systems can be complex. This makes it difficult to enforce a consistent process and experience across the different channels, and customers’ transactional data and history are often stored in non-integrated, scattered applications.
To overcome these, companies need to increase the drive toward digital First Call Resolution and consistent customer experience improvement. They need to perform channel migrations from voice to non-voice as well as increased their accuracy and knowledge of customers. This will improve efficiency and reduce cost per contact while improving the employee experience at the same time. It will also decrease the call Average Handling Time (AHT) and better help predict customer behaviour.
All of these changes should lead to the holy grail of customer experience: Personalised service.
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