CRM » Why contact centres must continue to evolve to match consumer demands

In theory, it has never been easier for consumers to communicate with your business but are the choices suitable and easy to access?

In 2019, the choice of communication channels includes voice calls, emails, web chats, text and social media. Today’s consumers demand instant, fast, on-the-go interaction with companies which is why web chats, texts and social media have fast become many people’s preferred way of ‘talking’ with a brand.

We live in a multi-channel landscape where real time responses are the norm and public conversations on social media can make or break a brand and its reputation.

Multi-channel contact centre solutions enable companies to manage different forms of communication by routing them via a single engine and delivering them to a correctly skilled customer service agent in the shortest possible time.

Such advances in communication technology are to be welcomed as they enable contact centres to manage the flow of information and prioritise those interactions that require an urgent response.

The very nature of multi-media contact centres means employees are required to deal with a number of forms of communication, enabling a smooth and consistent customer experience to be delivered.

As the ‘face’ of the business, agents can make or break a customer relationship. Adaptability has become a key quality so they can demonstrate the values of their business regardless of the channel being used. The ability to write appropriately and clearly for different channels is vital.

Modern agents are multi-taskers who can handle more than one customer interaction at a time – without causing delays to responses. Historically they have been hindered by multiple applications running on separate systems. Today it is possible to use one user interface to manage multiple mediums of communication. Avaya’s Cloud Contact Center solution enables businesses to evolve and keep pace with technology and consumer preferences.

A modern, reliable solution coupled with thorough training, mean consumers are now able to interact with an agent who is not flustered and can stay in control of multiple interactions. Regular monitoring of the interaction volumes and quality of consumer experience for each channel should ensure that the training requirements are identified and provided.

This measurement – including recording and reporting across all interactions – enables businesses to develop and improve their customer service experience. In addition, multi-channel contact centres can deliver cost benefits such as dealing with social media alongside voice, emails, web chats and text.

Standing still is not an option. The emergence of robots and automated messaging is reducing the burden on contact centres by responding to routine enquiries.

Research shows there is growing interest among organisations in Robotic Process Automation (RPA) tools which can help businesses improve the efficiency and effectiveness of their operations.

Deloitte says that multiple robots can be seen as a ‘virtual workforce – a back office processing centre but without the human resources’.

Other researchers argue that RPA actually frees up employees to deliver skilled and creative work, suggesting that robots and humans are most effective when working together.