Sonia Rabone explains how your marketing strategies can work with your contact centre.
1. Communicate with your customers the way they want
Multichannel is the word on everyone’s lips in marketing – and so it should be. Customers are now able to switch between multiple channels, be it web, voice call, email or even social media, and expect businesses to be able to supply this.
Although marketing has been quick to embrace multiple digital channels, in a customer-centric world, this approach has to work in the contact centre too.
Agents need an integrated desktop for them to be able to have a single-window view of all customer communication, as well as previous customer history in the CRM database – without having to switch between screens.
2. Blend your inbound and outbound calls
Inbound calls have always been the preserve of the call centre, while marketers focus on proactive outbound campaigns. Now the two modes of communication need to be combined.
As a contact centre begins to respond more effectively to increased customer demands, it realises that blending inbound and outbound helps it to become flexible to the needs of the customer and the market.
A cloud-hosted contact centre can enable agents to move between inbound and outbound calls.
3. Use data to create an outstanding customer experience
The modern marketer thrives on analytics, but contact centres have also long run on key metrics like AHT (Average Handling Time), FCR (First Contact Resolution) and Revenue per Call.
The modern marketing and contact centre strategy is data led. By taking a more sophisticated approach to data, contact centres can not only understand customer behaviour but also create workflows that deliver an outstanding customer experience.
Even better, the contact centre and marketing can work together to analyse and refine the effectiveness of these workflows, to achieve shared outcomes (such as improved efficiency) but also successful outcomes for marketing campaigns.
For more information, download The Marketing Led Contact Centre Manifesto.