Paul White highlights the five key Customer Engagement Centre Technology Indicators for 2015.
For 2015 we’re expecting an increased focus on those solutions that allow service providers to model exactly the customer engagement approach they require, without having to force their business processes around needlessly complex, one-size-fits-all CRM models.
Technologies that support this next-generation model, particularly when it comes to taking advantage of digital channels, will play a key role in 2015’s best practice contact technology deployments.
1. Agent Desktops enable true Customer Engagement Centres
While 2014 saw greater integration between contact centre and CRM systems, organisations still need to go much further if they are to provide agents with truly intelligent Agent Desktops.
2015’s biggest challenge will involve organisations getting much closer to customers, leveraging more meaningful and context-sensitive information through smart Big Data mash-ups to provide agents with relevant insight into all of a customer’s interactions with a business – ensuring that agents no longer need to hand off interactions to other departments
2. Embedding customer care into mobile apps
We’re already seeing dedicated mobile apps assume greater importance in service providers’ omni-channel strategies.
However, for 2015, customer service organisations will build on this by embedding direct contact capabilities such as webchat, callback and instant messaging – effectively offering a Virtual IVR capability for those digital customers frustrated with traditional contact channels.
3. Webchat on track to become the dominant channel
Our recent webinar with BT’s Head of Customer Insight and Futures, Nicola Millard, referenced how webchat is set to become the dominant customer contact channel of the future.
2015 will see chat continue to grow in terms of channel representation, as it transitions from browser-based webchat as we know it, to live messaging via customer mobile apps.
4. Text Analytics ready to handle increased volume of incoming texts
Whether it’s messages from mobile apps, social media, webchat, email or visual IVR channels, many contact centres are seriously concerned about how to manage dramatically escalating text-based messaging volumes as customers increasingly engage via digital channels.
Some businesses are still seeing major backlogs – sometimes of up to 48 hours – particularly at busy times such as the countdown to Christmas.
The latest multichannel textual analytics solutions are poised to address this during 2015, enabling up to 60% of messages to be handled automatically, freeing up agent time and allowing them to focus on more complex customer engagement issues.
5. Broadening out the Customer Engagement Centre
Paul White
While refining the customer experience within the contact centre and digitally has helped to reduce customer effort, there are still gaps in the provision of integrated service.
For 2015 we expect to see more organisations build out their joined-up customer service propositions to embrace other key touchpoints, including field service, logistics and delivery capabilities, as well as in-store engagement in the retail sector particularly and showroom engagement.
With thanks to Paul White at mplsystems
Author: Megan Jones
Published On: 7th Jan 2015 - Last modified: 25th Apr 2024
Read more about - Archived Content, IFS, Nicola Millard
