No Contact Center Should Be Carved in Stone

By Steve Brubaker, InfoCision Chief of Staff

Think about how much the average consumer has changed over the last decade or so. Now the vast majority of your customers are using technologies like smartphones, home automation systems and even connected cars on a regular basis. They have all become commonplace.

Unfortunately, many contact centers aren’t keeping up with the pace of change and are still operating like it’s 2007. Contact centers tend to move at a much slower pace when it comes to adopting new systems and technologies, which puts them at a disadvantage when interacting with customers who are lightyears ahead of them. This is often due to tight or shrinking budgets, and an unwillingness to change on the part of company decision makers.

Suffice to say, no contact center should be carved in stone. After all, the contact center is often the first touchpoint that a customer has with an organization and if it’s not working up to speed it could reflect negatively on the business as a whole.

Here are some of the things you will find in a modern contact center:

Actionable data: This is one of the most important things you should be using today. Think of data like a roadmap that can help you understand the habits, trends and needs of your customers. Through data, you can learn things like which technologies your customers are using, which social channels you should be active on and more. Data should be actively collected, analyzed and shared with team members in a customer relationship management (CRM) system.

Flexible scripting: We’re living in a real-time world, where everything is connected and customers are constantly informed about the latest issues. Businesses need to take this same approach with their interactive voice response systems, too — updating their scripts as needed to address customer needs. For instance, imagine your company gets hit with a data breach. Naturally, there will be large volumes of callers. So you would need to post a new script on your IVR system greeting them and directing them immediately to the right location.

Omnichannel support: Customers often like to move around different devices and channels when shopping. For instance, a customer may start on a desktop, and visit a website. Then, the customer may switch to a social channel before picking up the phone and loading a mobile application. While most companies today offer customer service across all of these different channels, many still keep them siloed from one another which creates fragmented customer experiences. In an omnichannel environment, though, a customer can open a support conversation on one channel and migrate to another as needed without losing the agent in the process.