Today, the word “contact center” does not resonate only with an agent sitting in an office tending to customer queries. Modern contact centers are adapting to a changed landscape of customer-seller interaction. They are on a road to become proactive than reactive in their approach to issue resolution. Modern customers have brought in this evolution in ‘customer-seller interactions’. Today’s customers are not passive in their approach when it comes to buying products and services; they are actively taking part in the entire journey. In some scenarios, customers might also become co-creators for a product/service. The active customer participation and their need for access to information as well as a rapid response, have made enterprises adopt practices to stand up to this rising customer experience (CX) delivery standards.
An important element in delivering a superior CX is the contact center agent. The modern agent holds the key to shift the concept of the contact center from a mere “customer support room” to a “revenue center” for the enterprise in the customer journey mapping. It is essential that the agents are empowered with the requisite knowledge and technology that will help them break the silos of multi-channel communication and enable better customer experience management. They must help based on an integrated channel of knowledge repository. Contact centers have adopted several technologies like chatbots in the past. But keeping in mind the expectations of the customers coupled with emerging technologies, it is pertinent that enterprises embrace new forms of intelligence.
- AI IN DATA MINING
The foremost thing for any contact center is the data, and the phrase, “data is the new oil” holds true for contact centers, more than any other enterprises! Data flows like oil but we must drill down to extract value from it. Customers as well as sellers have omnichannel presence. There is a lot of information pouring in from all sides such as in-bound calls, out-bound calls, or even non-contact center-based transactions. This information overload must be organized, categorized, and then analyzed to carve out any strategy.
- INTELLIGENCE DRIVEN BY HUMAN INSIGHT
AI and ML are frontrunners for any business to increase the efficiency by creating workflows which best suits the customer need. Every interaction is different and to create an algorithm, it must be amplified by learning from a detailed exploration of use cases at human level.
Customers today are embracing a multi-channel experience for their buying journeys. This essentially means that they are no longer bound by a particular channel for their interaction. They wish the enterprises are able to address their needs across touchpoints.
- Contextual Workspaces
Customers always look for personalized and quick support. When these customers are employees working for an organization, they need resources and assistance which is both IT- and non-IT based. In a pandemic world, the definition of ‘workspace’ for the employees has changed. With the work-from-home model and the inclusion of multiple devices to collaborate with teammates, it becomes difficult to secure a quick issue resolution. The agents need to have the right information from different apps at the right time in a single interface. Selecting or designing a customer interface is key for increasing CX. It affects key metrics in the contact center space such as AHT and NPS.
- CONTACT CENTERS (Context-driven revenue center)
Gone are the days when contact centers are only treated as customer support service centers. Now, the contact center should be considered as a context-driven revenue center which provides the perceived value of your product and can be utilized as a revenue-driven business line. It is high time that instead of worrying over a 0.5 sec of a call being missed by an agent, enterprises consider a probable loss of $50 in revenue because of the same. This is possible when the business leaders and IT look at the contact center from a business-driven top-down prospective.
TIPS FOR THE DECISION-MAKERS
- CUSTOMER JOURNEY ASSESSMENT
The customer is king. Keeping this in mind, enterprises should create their business strategies. Organizations are exploring ways to understand the end customer buying behavior and hence customer journey should be at the center for any products/services features & value. Keeping the customer journey at the center should not only guide the product/services’ features and value, but also re-build the entire buying journey. An enterprise might have the best offering in the market but if they are unable to delight the customer, profits cannot be achieved. To be able to know what the customer truly feels, it is crucial that enterprises carefully analyze the customer journey path. They must record the moments of customer compliments and complaints to make further changes in their customer service offerings.
- MAP YOUR INVESTMENTS
It is essential that an enterprise must evaluate their investments and map them. While mapping, enterprises will be able to know the golden spots which is driving the success and creating a competitive edge for them. It is also equally important to identify the Achilles heel. The enterprise might be performing well and receiving accolades from the customers, yet an important aspect might get missed and hamper with the growth in the long run. This will not only affect the enterprise but also act as an area in the processes and experiences where the competitor could receive brownie points.
- KNOW YOUR CUSTOMER VOICE
Understanding the customer voice is key to providing personalized service. The enterprise should not restrict to survey investigation only, but also Quality managers should go beyond manual analysis on a bunch of transactions/interactions. This can lead to missed opportunities to understand your product well, leading to bad CX. Today monitoring/analyzing 100% of transactions using AI is the key to success for any business. Quality managers spend time only to provide specific feedback to agents, check compliance, and watch for competition activity in real time.
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