Due to the recent advancements in the contact center space from more intuitive technology to more strategic multichannel marketing services, organizations have been able to adjust their brand focus to what (or who) truly matters most: the customer.
In fact, Forrester’s report “Trends 2015: The Future of Customer Service” suggests that customer-forward technology and communication methods are becoming increasingly omnipresent in the customer care industry—as they should be to improve the customer experience. After all, technology and marketing tools are meant to help your agents have more meaningful conversations with clients to bolster their satisfaction with your brand.
The report highlights a number of customer care trends that will continue to develop throughout 2015. Below are the three that will impact contact center customer care most:
- Customers Embrace Emerging Channels to Reduce Friction: A great many of today’s consumers prefer to make customer care inquiries on the go. As such, contact centers must ensure they provide their consumers will a multitude of avenues for connecting with agents. For example, adding supplemental services such as live Web chat or texting services to your telecommunications services will provide consumers with more flexible options. By providing these multichannel services, your consumers will feel empowered to make customer care inquiries over the platforms they prefer.
- Companies Explore Proactive Engagement: This trend regards the emergence of proactive engagements that anticipate the “what, where and how” for customers. In the contact center space, this means leveraging predictive analytics so that agents—whether handling the phone lines or answering live chat queries—can better prepare themselves to address queries efficiently. This also means using insights derived from predictive analysis to boost your multichannel marketing efforts. For instance, by using data to understand consumers’ needs, you can leverage email marketing, for example, to send potential customers messages about your brand that resonate with them before they even realize they need your products or services.
- Predictive Analytics Will Power Offers, Decisions and Connections: This trend further encompasses predictive analysis at the technological level. More specifically, organizations will use predictive analysis as a catalyst for more in-depth levels of data analysis. For example, in the contact center space, predictive analysis can be used to match a consumer to his or her most suitable customer service agent. This process—or what we at InfoCision refer to as skills-based routing—helps streamline customer care interactions so that agents with the most experience in specific fields are linked to customers with inquiries in those areas. As a result, agents are able to make more informed decision and furthermore, establish more meaningful connections with consumers.
In summary, contact center leaders should focus on implementing more data analytics into their strategies as well as utilizing multichannel marketing channels more effectively to drive customer satisfaction and boost their bottom lines.
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Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.