It’s no secret …every time that a customer is involved with a company, they are evaluating whether to continue doing business with it. This makes every interaction critical, whether it’s a simple transactional exchange or high-impact conversation. Each interaction provides an opportunity to deliver the best possible customer experience, but it also presents the danger of a creating a negative impression that permanently damages the relationship. The contact center is of course the pivotal point of that customer journey. When agents don’t have the right tools, a business doesn’t just miss out on the chance to make a good impression, it could actually lose customers.
But how can an organization objectively and accurately evaluate how effective their contact center solution is in enabling a superior customer experience? Factors that need to be taken into consideration include:
- Channel capabilities. Are customers able to reach out to the business via a variety of key methods, beyond just voice and IVR, such as web, chat email, text, social media and mobile? Are there preference management options in place that allow customers to consistently access their channel of choice? Are agents trained to guide interactions through multiple contact channels?
- Convenience/speed/self-service. Does the IVR recognize callers based on their phone number? Does it use Natural Language to better understand responses? Do agents have access to all necessary data, such as account information and contact history, across all channels? Is first contact resolution currently being measured and if so, how high is the rate?
- Caller satisfaction/Customer journey. Are customer expectations as they apply to the contact center being analyzed? Is customer satisfaction currently being measured? Is agent performance being tracked as it relates to stated business objectives? Is the customer journey being mapped and if so, are common customer pain points and key moments being identified?
No two organizations will have the same answers to these questions. Almost all companies operate at a different level of technology. But every business can benefit from gaining a comprehensive overview of the experience its contact center provides, and from exploring the many ways it can be improved. Take part in a complimentary interactive workshop that will offer an individualized internal analysis which can be used to help plan for necessary improvements.
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