4 Key Drivers for Deploying Video in Contact Centers

Everybody has a preferred means of communication. In fact, sometimes, how we prefer to communicate can identify our generation. When choosing how to get answers to a particular customer service question, Baby Boomers, those born between 1946 and 1964, are quick to reach for the phone. Seeing the same problem, members of Generation X, with birth years between 1965 and 1979, will look for answers first online and via email. Members of what’s now the largest generation in the labor force, Generation Y, born between 1980 and 1995, see text as the quickest way to communicate.

And for Generation Z? Video, made possible by Skype and Apple FaceTime, is now the preferred means of communication.

For partners charged with helping customers’ service centers keep up with millions of requests every day for credit card balances, info on buying a car or directions on how to fix the lawn mower, how will you help their agents keep up? The answer is an all-of-the-above “omnichannel” strategy.

Recently, my company won an International Customer Management Institute award for the “best use of an emerging channel.” The winning program was an omnichannel initiative that took three years to develop but is having a profound impact in resolving customer service inquiries. The selling point for partners when encouraging customers to go omnichannel, whether with our program or another, is simple: Going beyond text chat, email and voice will improve end customer satisfaction.

Scores will soar as resolution times drop. Adding video to sites helped encourage 85 percent of customers to use the Web to initiate a personalized service experience. Phone call volume has been reduced dramatically, with upwards of 46,000 problem resolutions each month without an agent. In 85 percent of chats, issues are resolved within one hour.

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