Contact Center Transformation
The Role of Customer Choice in Contact Center Transformation
Let’s face it; we live in a world of choice. For example, we have such a wide variety of technologies to choose from, that sometimes we can almost be paralyzed by the number of options we have. Still, most of us have personal preferences. We might prefer the iPhone to Android (News - Alert), or we may be a bigger fan of DropBox than Carbonite. But the fact of the matter is, sometimes those choices are taken out of our hands and companies try to force us to do things their way. For companies that are looking to transform their contact centers into hubs of customer interaction, this is not a very good way to go about business.
What customers really want is choice. If they have reached the point where they need to interact with a contact center, then they have some sort of need that must be filled. Perhaps they are anxious to buy something. Maybe they have a burning question or an annoying complaint. Either way, they want to take care of those needs and they want to do so in their preferred fashion. Some would rather get on the phone and talk to a human being. Others would prefer to communicate via live chat or text messages. With so many channels of contact available, customers want to choose which ones they use.
So what should a contact center that is looking to transform into a modern hub of communications do? Well, contact center transformation expert West Interactive (News - Alert) has some suggestions for ways to introduce customer choice into the equation. For example, allow customers to choose their preferred method of contact in their account profile. Also, be context aware; if a customer is using a mobile app or mobile version of a site, use text messages for quick communication. Another suggestion is to introduce intelligent call routing into the mix to give customers the right agent at the right time.
With just a few simple changes like these, contact centers can add in new layers of customer service and become dynamic hubs of 21st century service!
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Edited by Allison Boccamazzo