Customer Service: Stand Out or Become Irrelevant

What does it mean to stand out in the customer service space? According to ContactBabel’s “The US Contact Center Decision-Makers’ Guide 2016,” it requires four principal assets: omnichannel support, quality management, real-time speech analytics, and other technologies that improve the customer journey.

If your contact center is missing any of these four components, it may one day become irrelevant to consumers. This could spell the demise of your brand, as the customer experience is primed to overtake price and product as the key brand differentiator by 2020, according to a Walker report.

In fact, McKinsey tells us that maximizing satisfaction with customer journeys has the potential to improve customer satisfaction by 20 percent, and increase revenue by up to 15 percent while lowering the cost of customer service by as much as 20 percent.

Here’s how these four principal assets make customer care highly satisfactory at every touchpoint on the customer journey:

Omnichannel: Integrated next-generation solutions (think unified communications—UC) in the contact center expedite resolution time by enabling an entire organization to work on a single communications platform using multiple communication channels. You’ll eliminate customer frustration with being put on hold or being transferred from agent to agent, especially when the interaction’s context is not transferred. In a UC-enabled environment, agents can see the presence/availability of their associates, and send instant messages or text messages as needed to speed resolution. Live screen sharing or instant messages enable collaboration with knowledge workers who can address customer questions.

Quality management: Quality management of customer service begins and ends with visibility into all the channels and interactions involved in customer care. To provide an excellent customer experience, businesses must be able to keep track of each contact across the customer life cycle from a single location. This means that agents need to be supplied with tools that allow them to quickly get up to speed on a customer’s history.

Real-time speech analytics: This technology, known as RTSA for short, analyzes voice data on the fly and can make corrective suggestions not only after a call but during it as well. Agents get screen pop-ups, for example, if they make a mistake informing a customer about a discount amount or promotion. The technology can also identify potential concerns, like stress indicators, such as a raised voice, cross-talking, speaking rate and call quality. Agents and their managers are proactively alerted to issues before they escalate and risk customer satisfaction.

Advanced technologies: Several tools to improve customer satisfaction in the contact center were mentioned above. There are also several tools that you would be wise to jettison from your facility lest they stall good service. These legacy solutions include any that uphold siloed communication channels. Replace them with a CRM that is integrated with your other contact center systems. Don’t neglect to also unify siloed back-office data that can impede CRM initiatives and thwart efforts to improve customer service. In addition, consider replacing your traditional phone system, which is likely costly and inflexible, with Voice over Internet Protocol (VoIP) technology. VoIP provides free long-distance calls and gives staff freedom to work anywhere with a computer and an Internet connection.