When we talk about what has changed within the last 25 years in technology, communications and business, it feels only possible to scratch the surface.
25 years ago, the World Wide Web became publicly available. The first iPhone would be brought to market 16 years later, bringing to extinction dozens of devices that took decades to invent. If you really want to see the stark difference a quarter century can make, take a look at this Radio Shack ad from 1991: portable CD players, PCs, handheld cassette tape recorders … man, those were the days.
Today, we live in a new age filled with new business requirements—the greatest being to effectively keep up with today’s rapid pace of innovation. How rapid? The fact that it took 75 years for the telephone to reach 50 million users and Angry Birds just 35 days should say it all.
The bottom line is that today’s businesses are operating in a more complex and changing environment than ever before. People are interacting with one another in exciting new ways. New platforms are being created every day for customers to uniquely engage with the brands they love. Regardless of what industry you operate in, I can tell you right now that it has changed—and your company needs to substantially change if it wants to keep up.
So, where do you start? This series will explore three distinct ways that business is evolving in this new age of innovation and how leaders can stay ahead of the curve. Let’s start with what many businesses consider the beating heart of their CX strategy: the contact center.
The Call Center vs. The Contact Center
96% of businesses surveyed last year by Deloitte are expecting call center growth within the next two years in order to support new CX demands. At the same time, 85% view CX provided through the contact center as a competitive differentiator.
Customers today have greater autonomy and higher expectations than ever regarding their service experience. To keep up with these demands, we’ve been seeing call centers across the globe evolving into more comprehensive contact centers. The former depends on a single channel of communication to service customers: audio. In this environment, customers are required to dial an 800 number and navigate through an IVR. Usually they are transferred among multiple service reps and must repeat specific information or re-explain their inquiry or issue.
The latter offers customers a more 360-degree service approach, which promotes a multi-channel environment. In this environment, it’s not uncommon for a customer interaction to begin in one place and end in another. For example, a customer interaction may begin with a Web interface and elevate to live chat and then elevate to a live agent if the problem hasn’t been resolved. This can be taken even further by moving the interaction from a live agent to a co-browsing experience, where subject matter experts can show customers in a more interactive way how to handle problems or answer questions. Finally, this can elevate to a one- or two-way video conferencing experience, similar to what Amazon’s Kindle Fire “Mayday” button is intended for.
With the rapid adoption of advanced channels like video, chat and mobile, it’s not surprising that 72% of businesses plan to transform their call centers into new contact centers within the next two years.
The Key to Mastering New CX Demands
Leading technology will give you the contact center of your dreams, but the whistles and bells alone won’t get you anywhere. Winning companies understand the need to pair their technology with personal best practices in order to keep the customer experience contextual, relevant and consistent. In fact, 96% of business leaders believe that personalization is key for increasing revenue flow and improving long-term customer relationships.
So, what do we mean by “contextual information?” Imagine Rob has been visiting Tesla’s website contemplating investing in either a new Model S or Model X. In the past, he’s engaged in live chat (interacting with artificial intelligence) and has asked a few questions. Finally, he one day requests to be transferred to a live agent for further assistance.
At this stage, Tesla should have every piece of relevant, meaningful information about Rob in order to provide him with the most contextual and personalized experience possible. Once Rob is transferred the agent can say, “I noticed you’ve been hopping between the S and X models. Which one are you leaning towards?” If for any reason Rob needs to be transferred, the next agent he speaks with should pick up right where he and the last agent left off. This kind of engagement is game-changing.
There’s no doubt that contextual information combined with real-time analytics will drive the customer experience to new levels. Over the last 40 or 50 years, the market has evolved from basic call centers to multi-faceted contact centers that offer full transparency into customers’ preferences, behaviors and habits. Companies must embrace change within the contact center to ensure the heart of their CX strategy is pumping strong.
Coming up: Part 2 of this series explores the evolution of networking. Learn how business leaders can ensure their networking infrastructure—the backbone of their organization—stays up to par.