There is a disconnect between discussing technology trends and showing how they can operationally benefit contact centres and agents.
Part of this entails identifying the business challenges that need to be addressed and mapping the technology required to do so.
Furthermore, the organisation must examine how to practically implement solutions to further improve efficiency, productivity and customer experience.
Businesses have a significant amount of data in their contact centres, but agents still only have limited (if any) context of previous customer interactions. Furthermore, very little of this data is used to personalise and enhance the customer experience.
Companies must therefore find a way to bridge the gap between their data and operations. As part of this, the focus must be on identifying a customer at each touch point, capturing relevant information and using it to help guide a person through a more beneficial engagement journey.
For example, instead of having the caller listen to a menu of language options, the system can automatically select their preferred language based on what it knows about the customer. Also, a customer’s profile and history with a business can be leveraged to improve the products a company provides.
The third aspect, arguably the most important one, is to use the interaction history of the customer to provide the agent with a more comprehensive view of all previous engagements to provide the context needed to resolve the query faster.
However, this requires the business to think differently about how it uses customer information. Unlike an online shopping portal that takes data and uses it to make personalised recommendations and inform a customer about relevant product specials, few traditional businesses try and extract value out of their customer data.
Businesses must use customer profile and interaction data to not only identify who their customers are but also to gain a deeper understanding of the customer journey in dealing with the organisation too.
For example, a customer might have been struggling for weeks to resolve a query through e-mail, eventually resort to phoning the contact centre and it might be resolved immediately.