Contact Centers are transforming from traditional call reception operations to customer engagement centers, using technology to improve customer journey.
However, many companies continue to focus their efforts on adding communication channels and technological tools. Not on the evolution of customer behavior, who demand a transformation that fits their needs.
Needs such as transcending service attended by agents to self-service and automation. Also, maintaining the context of customer interactions in all channels of communication, the so-called omnichannel. As well as personalized and contextualized attention, instead of massive customer service strategies.
What is important here is to focus the contact center strategy on the customer and consider it as a cross-company element. Making the most of every interaction between user and company. Relying on artificial intelligence for the automation of processes and analysis of information in an agile and effective way. Thus guaranteeing a single customer journey without friction, using all this information as the central axis of corporate growth in all areas of the business.
From adding channels to omnichannel
Adding channels to the customer service strategy only generates silos of information, since they lack connection. In fact, only 8.4% of companies surveyed in Dimension Data’s 2019 Global Customer Experience Benchmarking Report claim to have all their customer service channels connected. Therefore, one of the main mentality changes in companies is to guarantee omnichannel.
This decontextualized information is almost impossible to manage and track, especially when it comes from different areas of the company. As a result, the customer journey interrupts and customer’s needs not satisfied. To counter this, it is essential to connect the customer journey and consider it as one. Not the sum of journeys in different channels of attention.
Connecting the customer experience in an omnichannel way at all levels and corporate areas will make it easier to understand customers. Also being able to map customer journey to meet particular needs. Increasing first call resolution, conversion ratios and, as a consequence, the ROI of the processes.
Automation and self-service for optimizing customer experience
Another fundamental change for transforming the contact center is the need to implement self-service options to serve digital channels. According to Forrester, two-fifths of online adults in the United States prefer to use digital customer service instead of talking to a real person over the phone.
For this, contact centers have to lose the fear they have of incorporating this technology. Achieving the perfect combination of agents and self-service so that customers receive attention when they want it and without friction.
It is not just about offering self-service just to increase operational efficiencies and reduce costs. It is about offering a differentiating element that will improve the customer experience and increase satisfaction rates.
Empowering decision making with Artificial Intelligence
The implementation of artificial intelligence is fundamental to face the challenges and opportunities of the digital transformation. A study by Pricewaterhouse Coopers demonstrates this. In this study, 20.6% of companies emphasize that customer satisfaction is the main reason for the adoption of artificial intelligence.
It is about integrating artificial intelligence to take advantage of all the information generated in each interaction. Turning it into a growth opportunity for the company. Hence, identifying trends and habits to develop predictive models and anticipate customer needs.
It is necessary to change the notion of the contact center as a cost reducer. Consider it a generator of business opportunities and growth that extends throughout the organization. Optimizing the customer journey and guaranteeing its connection in each contact point so that it aligns with the global strategy of the business.
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