Winning the CX with Apps, Integrated Data Views, Custom Agent Desktops
An estimated $6 trillion in global revenue is up for grabs due to dissatisfied customers constantly switching providers, seeking a better customer experience—CX. From finance to retail to hospitality, it seems virtually every industry is grappling with above-average customer churn. Why? Technology has evolved to a point where there is now an inconceivable number of ways for customers to engage with brands, creating a communications environment that many companies simply aren’t set up to handle.
Think about it: if customers aren’t connecting with a brand using one of their three personal mobile devices, they’re leveraging a myriad of other channels and connected platforms to research, communicate and engage. Consider that 150 million emails and 2.4 million Google search queries were sent last year per minute. In that same 60 seconds, almost one million customers were logging into Facebook, and almost 350,000 new tweets were being posted. Over 50,000 apps were being downloaded per minute through the Apple App Store, and over 20 million messages were being sent via communication apps like WhatsApp.
If these statistics show us anything, it’s that experience is everything. The average consumer today uses a combination of the above channels to engage with his or her favorite brands. In fact, in 2014, over 40 % of customers were already using up to seven different service channels including live chat, email, social media, SMS and traditional phone.
The Entire Organization Contributes to the CX
In this next-generation communications environment, a series of unique interaction touch points are created to form a dynamic, inimitable customer journey, as Avaya’s Bernard Gutnick discusses in his blog “Customer Journey Maps Help Strengthen Relationships.” This journey extends across an entire organization, regardless of business line or function. It transcends the limitations of time and space. Conversations continue where they last left off and are routed to whoever is best fit to help, regardless of where that expert resides within the organization. As mentioned, however, many companies aren’t set up to handle this kind of environment from an architectural standpoint. Just consider companies in industries like government, where 71% of federal IT decision makers still use old operating systems to run important applications
To create this revolutionary environment, businesses must operate on open, agile infrastructure that enables them to build any communications-enabled application organization-wide. In today’s smart, digital world, companies need the speed and flexibility to design, build and run unique applications to meet constantly changing customer needs and business requirements. This open environment supports businesses with a contextual, 360-degree view of the customer journey—a view that seamlessly extends across all teams, processes and customer touch points to deliver unparalleled brand experiences.
These apps need to be easy for IT to create, deploy and manage, and they must be agile enough to serve multiple departments to improve ROI and TCO. Driven by the right tools and strategies, every employee must be empowered to do his or her job at maximum potential each day. As we’ve mentioned time and again, gaining a 360-degree view of the customer means serving both contact center and non-contact center environments within a company. This is exactly why best-in-class companies are 30% more likely to align their entire organization around the customer to ensure consistency and contextualization.
Integrated Data Views and Custom Agent Desktops
Here’s how this next-generation communications environment specifically works:
- Companies can build their own contact center apps, or embed specific functions into their existing apps, to customize the agent desktop for any unique customer configuration. This ability to instantly innovate customer communications enables organizations to anticipate and respond to the speed of the consumer. Keep in mind that virtually anyone should be able to oversee these customizations, be it the company’s development team, system integrators, or the provider’s professional services team.
- To know where your customers want to go, you must first know where they’ve been. With CRM information directly integrated within its interface, a web-based application empowers agents with a single, integrated browser view. This enables employees to view all data—both historical and real-time—across every fathomable interaction channel. This means an agent seeing that a customer communicated with a chatbot twice over the last two days about a billing error, for example. Agents will never have to wonder what steps were taken prior to their interaction with a customer, and consumers will never have to repeat the same information or be transferred across multiple different agents. Also keep in mind that this move to a web-based application offers contact center operators more flexibility to leverage general purpose browsers on a range of computers such as Macs, PCs and Chromebooks. This not only eliminates the need to upgrade client apps, but allows companies to customize the layout of each contact center so that information matches the requirements of each individual operation.
As technology continually evolves, businesses will have no choice but to press forward if they wish to perform at the speed of the consumer. Experience is everything, and organizations need a new way to design, deliver and manage customer engagements. With customers now using more digital channels than ever to engage with the brands they love, it’s clear that customer-based business applications have won the war.
Interested in learning more or chatting about transforming your environment? We can help enable you to compete and win the hearts and minds of your employees and customers. Contact us. We’re here to help and would love to hear from you.