Cisco shared the five factors that will transform contact centers and customer experience over the next five years.
According to the company, companies that put their customers at the center of everything they do can transform their business. And the customer experience of their customers. However, this transformation does not take place overnight. Instead, it requires a clear vision, cultural changes and a thorough look at the technology used by the company and its customers.
All the solid relationships, Cisco stresses, are based on sound communication and mutual understanding. This is no different for customers. To build deeper and more meaningful relationships, the company really needs to listen and understand customers.
In the current scenario populated by so many different technologies, platforms and channels, expectations have changed a lot. To communicate effectively now, it is necessary to transform activities with modern technologies and processes. Designed to dialogue with customers wherever they are.
Complicated paths that prevent customers from accessing the resources and information they need, do not work. It is true that the contact center is not the only touchpoint with the customer along the way. However, it plays a huge role in forging deeper relationships with the customer and for the company.
1. The importance of customer experience
According to Nicholas Webb, an innovation expert, we are currently in the economy of experience. Customer experience through all the contact points, in digital and non-digital channels, is what determines the success of a company.
Cisco adds that there are three main elements that shape the customer experience of a company’s customers. First, data, from a multitude of systems and applications, that provide basic information about customer experience.
About the experience of customers while they are sailing in a often multi-stop process within the brand. Understanding and analysing data can tell a lot to the company about how customers are experiencing the brand. So that actions can be taken to improve customer journey. This leads to the brand loyalty and customer retention.
Agents, both digital and human, make a difference in creating meaningful interactions with customers. They play a key role that is directly related to how customers make purchase decisions. Investing in a modern, intuitive, omnichannel client, and enabled by artificial intelligence will greatly contribute to improving the productivity and job satisfaction of the agent.
The channels that customers use to communicate with the company, once in silos, hinder the productivity of the agents. And the possibility for customers to interact easily with the brand. A carefully integrated omnichannel experience allows you to optimize the workforce of the company. At the same time, offering a smooth experience with the possibility to create highly personalized engagements for the customer.
2. The path to the cloud
The cloud transition of on-premise contact centers creates huge opportunities for growth and innovation. But it can also create interruptions that most companies simply can’t afford. Choosing a gradual approach is the most rational way to make this important transition.
The contact center is one of the most interconnected applications in the company, with dozens of integrations to multiple systems. This is one of the reasons why cloud penetration has not kept pace with other applications such as email, CRM and ERP.
Hybrid cloud services are a smart way to start benefiting from cloud innovation by continuing to perform critical operations without interruption. By adopting and integrating modern cloud services and technologies such as analytics and artificial intelligence into on-premise deployments, you can gradually build your contact center with the cloud. In order to acquire the benefits quickly, cost-effectively and with minimal risk.
3. Artificial intelligence
The use of artificial intelligence technologies and machine learning allows you to provide self-service services and virtual assistants to customers. This helps contact center agents with context, cognition and intelligence in real time. This is one of the most effective ways to make the working life of operators easier and to solve the overload of information.
Artificial intelligence removes trivial activities and ensures that agents are always at hand. In such a way that they can take care of each customer at a highly individual and personalized level.
4. Cloud analytics
There are many customer data, but the problem is that they are from different sources, in different formats and managed by individual business units. This makes it difficult to get a unique view of the customer.
The solution is to consolidate data from all these sources and extract meaning from these data. The only way to analyze this abundance of invaluable data is through cloud analytics reporting. This will provide valuable business information and a comprehensive view of customer journey, in real time and in history. In this way the company will be able to improve operational efficiency, financial performance and interactions with customers in innovative ways.
5. Remove silos
Contact center agents need to be closely connected with the rest of the organisation. The best way to do this is to provide them with quick and easy access to experts, through unified communications (UC) systems and team collaboration.
You need to help agents reach out to anyone in the organization via chat or email or calling them wherever they are. In this way the company not only makes the agents more efficient, it also improves customer experience of the customers, and they will notice it.
More information is available on the company’s website at this link.