Companies are constantly examining what game changers could affect business, and how to maximise opportunities and reduce risks. Shifts in how customers prefer to do business are creating the need to adapt what is on offer, as well as how to present this to customers. Two factors have become increasingly important as considerations:
Previously, the contact centre was often driven as an entirely separate business unit. Indeed, it was simply known as the “call centre”. With the customer gaining an increased voice with the advent of channel options – social media, chat, email, voice and mobile, companies must ensure that their contact centres offer what customers demand: fast, efficient service and a positive customer experience. Breaking down the channel silos that isolate information helps to ensure that seamless communication takes place across multiple touch points, so that the customer journey isn’t adversely interrupted.
Support, sales or debt collection departments in smaller businesses face exactly the same challenges when it comes to servicing or interacting with customers, yet their resources and access to technology can thwart attempts to deliver the kind of service that their customers expect. For this reason, selecting, prioritizing, and integrating customer interaction channels is a key priority for businesses. After all, one of the central contributors to service excellence beyond the human element (training, product knowledge etc.) is efficiency – something which effective channel management and consolidation plays a significant role in driving.