Having gained the upper hand in the marketplace, consumers are driving companies to excel at meeting their wants and needs. To gain this edge, companies are implementing technologies—from interactive voice response (IVR) to customer relationship management (CRM) tools—that give them a leg up on their competitors by enabling them to provide top-notch customer service.
Otherwise known as the consumerization of IT, the trend is responsible for bringing various solutions to a broad swath of business units within an enterprise, including the very bedrock of customer satisfaction: the contact center.
Yet, many of these solutions have been brought onboard in an ad hoc manner, one by one, often leading to misuse or disuse of the technology by employees. The trickle-down effect on customers is not always what it should be. Instead of gaining the agility to respond to consumer needs on a dime, company efforts to improve the customer experience are frequently hampered by the complications of these disparate systems.
Consider, for example, how often customers are transferred from one Communicator to the next when they call into contact centers that don’t integrate automatic call routing with their IVR software. What about being asked to repeat inquiries because the CRM solution doesn’t integrate with the contact center phone system? How many of us enjoy that process when we call a service number for assistance?
Now, leading enterprises are putting these problems to rest by tapping into cloud-based unified communications (UC) that seamlessly integrate multiple contact center touch points onto one platform. In this way, contact center Communicators, supervisors and business leaders are getting to recognize and know each customer, streamlining and personalizing their interactions for an enhanced customer experience.
How does this work? Communications once fragmented across various channels, such as text, chat and social, are synchronized. Data is shared among Communicators to enhance the customer experience—no more being put on hold while the proper Communicator is located (thanks to presence technology) or having to restart an interaction upgraded from a chat to a live call (likewise, file sharing).
Successfully integrating disparate technologies across contact center touch points will enable your organization to provide a seamless connection with valuable customers. Familiarity with each customer is achievable but requires unified communications technologies to be properly implemented with respect to the customer journey.