There
was a time when firms knew their customers by their first names and handling
customer interactions was as routine as checking inventory. There was
one-to-one customer service and that was the only known way of interacting with
a customer. Today, the situation has evolved with the emergence of multiple
channels of interaction. While multiple channels might seem great for
delivering powerful customer experiences, they also pose certain challenges for
a contact center.
#1
Omnichannel Efficiency
Contrary to
what one might think, using a multi-channel approach does not guarantee success
with customer interactions. Many companies invest in setting up an omnichannel
contact center but the ability to use these channels for consistent and
superior customer service is what drives ultimate success. In fact, it is
predicted that by
2020 customer experience will surpass price and product as key brand
differentiator.
Since a contact
center is the hub of major customer interactions as well as transactions,
having visibility over multiple channels can put your contact center at the
receiving end of customer grievance. While this can be a wonderful opportunity
to deliver optimized service, it also poses a challenge of aggregating customer
information from all channels.
#2 Infrastructure
Infrastructure
is another major challenge that contact centers face while implementing a
multichannel strategy for customer interaction. There are many contact centers
that have incongruous channels. For instance, Voice, Email and Chat are a few
examples that fail to work in tandem as companies struggle to manage multiple
channels. Outdated products and programmes do not completely work in sync which
adds to the confusion. Central contact solutions like IVR address specific
customer queries but fail to support interactions that require detailed
analysis. Moreover, the problem of disconnected customer information uploads
across channels like voice, chats and email makes it difficult to address
customer issues efficiently.
#3 Data Integration
We often see
that companies encourage customers to reach out and resolve certain queries by
themselves via IVR and web chat. But the growing numbers of channels handling
customer interactions bring out the main challenge of integrating and collating
data from all interactions at one place. While voice is the main channel for a
contact center, others like email, social media and even text messages makes
the role of data management complex. Apart from using better technology and
tools to manage the growing volume of customer interaction data, contact
centers need to recruit the right people to manage the channels and organizing
the information relayed from all of them. In fact, over 85%
of senior marketers concur that it is critical to create a
cohesive customer journey through all touchpoints.
#4 Getting Customer Feedback
Without a
proper customer
feedback mechanism, one can never assess customer behaviour and
preferences. Necessary insights are required to understand why customers maybe
dissatisfied. Taking cues from information collected throughout multi channel
interactions can be a challenging task. Moreover, gathering quality metrics and
quality evaluations is important and so is the unification of customer
information across channels – calls, emails, social media, chats etc.
Conclusion
The modern
contact center faces the challenge of not just communication channels that are
used by customers but also multiple channels that record customer information
yet are not connected to one another. A sporadic process like this makes it
clunky for contact center agents who are facing the dilemma of resolving a
customer query with patchy information.
Hence, it is
important to integrate your contact center with rest of the business so that
all communication channels can be integrated into one and it becomes easy to
manage and speed up the call resolution process.
All these
challenges can be met by the modern contact center by investing in a Call
Center Software which can collate all features in one. InterDialog Unified
Contact Center Suite, distinctively design to adhere to the necessity of
customizations & integrations. InterDialog has the proficiency of catering
voice along with the other channel like email, chat or social media e.g.
facebook, twitter. Visit our page to know more: InterDialog
UCCS by Teckinfo
Solutions Pvt Ltd
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