For large and enterprise businesses, the
ability to see into the future of technology is critical for continued success,
especially when it comes to customer satisfaction (CSat). Contact centers have
gone through a major transformation in the past 10 years, and emerging
technologies such as the Internet of Things (IoT), Artificial Intelligence (AI)
and Robotic Process Automation (RPA) will soon be commonplace and part of
customer service expectations. The call
center software you implement and the
customer data you collect and store will help improve the omnichannel
experience and keep you ahead of the curve.
What Is Omnichannel Call
Center Software and Why Should Your Company Use It?
Omnichannel call center software integrates
inbound voice, outbound voice, seamless omnichannel interactions and
self-service solutions for a robust contact center system that delivers
consistent, cohesive customer service across multiple channels. It enables
real-time data sharing between channels, databases and agents.
In the traditional multichannel call center,
information was kept in data silos, frustrating customers who had to keep
repeating themselves as they were transferred between agents or changed
communication channels. An omnichannel solution provides cross-channel
integration, creating a more consistent brand experience and greater CSat.
Customer satisfaction is of critical concern
for enterprise organizations. Studies have shown that for users who engage with
two or more channels for a single inquiry, CSat is 39 percent
greater (67 percent) with a seamless
omnichannel experience than with a non-seamless multichannel experience (28
percent). A positive experience enhances their perception of the business and
builds customer loyalty.
What Will the Omnichannel
Experience Look Like in 2020?
According to a government report on emerging
technologies in contact centers, less than
one-third of customers use the phone to contact a
call center. It is predicted that by 2022, cloud-based technologies such as
chatbots, mobile messaging and machine learning will power up to 70 percent of
customer interactions, and that AI will be handling 20 percent of customer
This rapid adoption of emerging technologies
by contact centers is driven by the expectations of savvy customers who are
accustomed to short, productive communications with smartphone and home AI
systems like Siri and Alexa. They will expect seamless integration between
voice, text, live chat and other channels with lightning-fast interactions and
issue resolution. The modular design of today’s omnichannel call center
software lets companies add what they need when they need it, and it adapts
well to a rapidly changing communications environment.
What Data Should
Businesses Be Collecting and Storing to Improve the User Experience?
With call center software, various data can
be collected from customer interactions through different sources. This data
can be correlated, analyzed and used to enhance the customer omnichannel
experience, identify consumer trends and provide insight for future product and
service development. This goldmine of information is used by sales, marketing
and customer service teams to improve business operations and boost ROI.
Businesses should be capturing:
- Personal and account information
- History of communications with company agents and past
- Issue details and concerns
- Most recent company website pages that the user visited
- Communications via organization’s social networking sites, such
as Twitter and Facebook
- Most recent mobile app transactions
- Web-based sales and/or abandoned carts; order history and
preferences; product questions
Where to capture data:
- Voice and SMS messaging
- Social media conversations
- Live chat sessions
- Email correspondence
- Posts on community forums
- Inquiries on company website
- Customer Relationship Management (CRM) software data
- ePOS and POS systems
Plan for the Future of
Customers want multiple communication
platforms, knowledgeable answers to their questions and fast-issue resolution.
To meet customer expectations, your call center software must be robust. It
should provide an omnichannel system that lets companies seamlessly integrate
all communication channels to improve the customer experience; a modular
omnichannel system for your contact center can nimbly adapt as new technology
arrives; and it should start collecting valuable customer data so that your
company can continually improve the omnichannel customer experience for maximum
CSat and strong, lucrative customer connections.