Author: crmxblog

CRMs Versus Contact Center Solutions: Are They the Same?

Your Customer Relationship Management (CRM) software is powerful in its own right, but it’s not a complete contact center solution. CRMs like Salesforce, Zendesk, and even ServiceNow are ticketing/case management workhorses, allowing businesses to store customer profiles, identify sales opportunities and leads, track service issues, manage campaigns, and see a customer’s journey from day 1 to now. CRMs manage the external interactions and customer relationships for a business, but they don’t facilitate them. What CRMs lack is the ability to connect customers to agents and gather meaningful data from those connections.

Contact center software provides the means to initiate omnichannel customer interactions, manage them, and translate them into data. Contact centers utilize communications tools like chat, SMS, voice, email, and messengers to get customers from point A to point B in the most efficient way possible. All about smart problem resolution, contact centers use intelligent routing to distribute customers to the best agents available (not just the first available agent), AI and cognitive technologies to drive interaction analysis and assist agents, and quality management tools to keep teams and SLAs on track. More than that, contact centers have the ability to record calls and screens, keep chat transcripts, provide self-service, collect survey data, report on customer satisfaction rankings, and evaluate agent performance with quality management tools like monitoring and coaching.

Most CRMs incorporate some communications tools, like email and messaging, into their platform. But they can only offer all the solutions of a real contact center by integrating with one. Salesforce, for example, offers live chat powered by Service Cloud, plus the ability to click to dial using a Google Voice integration, among other nifty things. Its messaging capabilities are add-ons, and the contents of real-time interactions are not logged automatically, creating a disconnect between the interactions and the customer’s profile and tickets.

Contact center platforms are designed to provide personalized omnichannel routing skills, analytics, reporting, and QM effortlessly. CRMs are not because it’s not their core competency. To have a complete view of a customer’s journey, you need to be able to combine CRM and contact center functions, and you get there with integrations.

Using Bright Pattern integrations, for example, your CRM becomes a robust contact center solution for the enterprise. Integrations add integrated UI, activity history, automatically saved contacts, click-to-call, screen pop, automated identification, prioritization, and self-service features to CRMs. A Bright Pattern integration with Salesforce, for example, also adds single sign-on functionality (sign in to both your CRM and contact center simultaneously), automatic push and pull of data, and desktop communications within Salesforce via the integrated Agent Desktop widget.

When CRM and contact center features are integrated, customers can reach you on any channel they want, agents can see the customer’s journey and anticipate their needs, and supervisors oversee quality management in order to boost customer satisfaction.

Though contact center software might offer some CRM-like capabilities, contact centers are not CRMs. Likewise, CRMs are not contact center platforms. Integrations are the key to getting a customer service platform that is personalized to your needs and effortless to use.

How to Create and Improve Your Customer Experience Model

To create a consistent, customized experience for your customers, you need a well-rounded view of the entire experience and all its parts. When you’re able to see the customer experience in full, you’ll streamline targeting and optimize communication.

By streamlining targeting, you learn which customer segments are interested in specific products and services, plus which channels you should use to target these specific customers. You’ll then uncover the best ways to communicate with that specific segment, including the sort of messaging they respond to.

What You Need to Create a Customer Experience Model

Creating a customer experience model takes into account all of the different parts of the customer experience you may have already tackled, like data, the customer journey and personas. Here’s where you’ll bring them together.

Who and Why

During this stage, you’ll understand your customers and see them as humans, not as metrics. This is where you’ll define customer personas. A persona considers the goals, motivations and needs of your VIP customers, which is based on data and research. You’ll gather and understand personal details, like who they are, what they want and why they should care about your product or service.

When and What

This is where you’ll map the customer journey, which highlights the key interactions your customers have with you. In addition to when the touchpoints take place, you’ll also determine what happens at each one – what are the customer’s perceptions and experiences along the way?

How

To pull everything together, you’ll work to figure out which processes and systems you need in place.

4 Ways to Improve the Customer Experience Model

  1. Choose a business objective. It should be a high-level objective, one that directly relates to your strategic plan, and it’s also good if it has broad impact. Focus on creating results for just that objective.
  2. Choose one channel – and it’s okay to start small. You may choose one type of email communication or one social media channel, for example.
  3. Your plan should include performance targets and metrics. You’ll want to measure and report regularly so that you and your team know how well the strategy is working.
  4. Communicate with your team. Explain the reasoning behind the customer experience model, the changes that will take place and the results you’re after.

Tell us about your experience creating customer service models!

4 Ways to Create a Flexible Workforce Management Plan

There’s an increased need for better work-life balance, greatly due to the millennials who are now part of the workforce. Meeting these needs means that contact centers have to be more flexible when it comes to workforce management (WFM). Here are four ways to create a more versatile schedule.

  1. Approach your goals with flexibility. Scheduling is a direct result of your contact center’s needs, which in turn are the results of your goals. Your goals are going to shift, though, and by not preparing for this, you won’t be able to effectively shift schedules, either. Get comfortable with fluid goals that account for product or service launches; new types of communication platforms or tools; and the impact of natural elements, changing seasons and cultural events.
  2. Create pre-defined flexible shifts. You can’t simply ask the agent when they want to work and then expect them to create a schedule that happens to fit in with your needs. What you can do, however, is give them a few options, such as:
  • Four long shifts followed by a fifth very short shift.
  • Partial day trades, where agents can trade some of their hours from one shift.
  • Slant shifts, where they work the most hours on Monday and then decreasing shifts the rest of the week.
  • Split shifts, where the agent creates their own schedule for certain days of the week and then commits to always working other days and times every week.
  1. Let agents update their changing availability. Use WFM technology that allows your agents to update their availability when they’re able to work additional days or times. Then, if the contact center has an unexpected need for more support, you can send an email or text message to those agents to fill in.
  2. Offer your agents makeup time for time-off days. If your contact center has a slow period, you can offer some of your agents the option for unpaid time off, with the agreement that they’ll be the first ones offered extra shifts when there’s a greater need. The contact center won’t have too many agents on at once and the agent knows they can eventually make up the pay.

Flexible WFM is a necessity if you want to continue attracting valuable, skilled agents without alienating the ones who want a more fluid approach to when they work.

4 Expert Tips for Creating a VoC Program

Voice of the Customer (VoC) may be a term used by businesses and contact centers, but it’s also a straightforward technique: collecting customer feedback – their “voice” – to figure out what their expectations are and whether or not you’re giving them the experience they want.

A VoC program has four parts to it:

  • Listening by collecting data
  • Understanding and gleaning insight from the data you’ve collected
  • Distributing those insights to your team
  • Taking action

Here are four ways to knock your VoC program out of the park.

  1. Create the plan backwards.

It’s difficult to create an effective VoC program if you don’t know the end goal. Figure that out first, taking into account your customer personas, and then start creating the roadmap that will get you there. From there, add the metrics you’ll need to collect and strategies for collecting them.

  1. Ask new questions.

If you’re going to use surveys as part of your VoC strategy, limit the number of questions you ask the customer. To do this, remove any questions you already know the answer to. The idea here is to uncover the most valuable information, which is the info you don’t yet have – this isn’t the place to get confirmation on the answers you already know.

  1. Think outside-the-box when listening.

In the past, rankings, scores and structured surveys were the main ways of collecting VoC data. Those techniques alone don’t work anymore, though, especially with so much unstructured data out there. Today’s data needs to include things like chat logs, social comments, social reviews and voice recordings.

  1. Just get started.

Start collecting data ASAP while you work on the rest of your VoC program. It’s easy to fall into the trap of waiting for everything to be perfect before you start gathering VoC information, but the truth is that your VoC program is going to continually evolve and change, and you’re going to be refining your strategy for as long as you have customers.

Don’t be afraid to jump in by choosing one touchpoint and one metric and just starting – refer to your customer journey map to choose an important one. To measure, isolate the treatment group so you can split-test your strategy.

By tuning into the voices of your customers, you have a better chance of improving customer engagement and the customer experience as a whole.

5 Trends in the Customer Service Industry

Every year sees new changes to the customer service industry, and 2018 has been no different. This year, the focus has been on improving customer service in order to meet growing expectations. Here are 5 trends that are influencing the industry right now, and they’ll likely continue – and be built upon – in 2019.

  1. Chatbots are providing customer care.

According to IBM, by the year 2020 as much as 85% of customer interactions will not be handled by a human. For the contact center, this means making sure chatbots are providing a great experience for the customer – poor technology or chatbots that are used incorrectly can seriously impact your bottom line.

  1. Cloud-based customer service software is the norm.

Contact centers that rely on cloud-based solutions can have remote agents located around the world. This means that different time zones and extended hours can be covered, offering customer service practically any time and from anywhere. This software can give a complete history of customer interaction, including past communication and notes that agents make about a customer.

  1. Success of the team has become a priority.

If individuals can provide great service, then teams of excellent agents can do even more. Teammate success is now a priority and contact centers are investing more in educating and training their teams. One way of making customer service teams more successful is by hiring agile agents who can handle more than one type of job.

  1. Increased reliance on self-service.

Self-service has been trending for a long time, but now companies are taking self-service to the next level by personalizing it. For example, customers may be shown only certain self-service options based on the products or services they have. This means that customers can get quicker access to the information they need without having to weed through an entire knowledge base.

  1. Software will seamlessly integrate.

Contact center technology systems are a big expense and they carry out integral jobs, like analyzing data and storing all sorts of customer information. Since software is so essential to the contact center, it’s important for different software and tools to integrate with one another. We’ll continue to see software that’s specifically designed to work seamlessly with complementary software so that you can piece together the best system for your contact center.

Have you noticed trends in the customer service world? Tell us about them in the comments.

3 Ways to Prioritize Your Agents for a Better Customer Experience

A great customer experience isn’t coincidental. It’s carefully crafted, highly intentional and, most importantly, it’s hard.

A mere 8 percent of customers think they’re receiving an awesome customer experience, according to a study from Bain & Company. And of those who have a really great experience, 68 percent of them attribute it to a pleasant agent, according to another study from American Express. Furthermore, 62 percent said the agents’ knowledge and resourcefulness was key to their positive experience.

You know knowledgeable and empowered agents provide a better customer experience, yet you’re still plagued by insane turnover rates, frustrated workers, inefficient workflows and misaligned processes in the contact center. Why?! And what can you do to fix it?

Start prioritizing your agent experience.

Think about it, when your agents feel they’re working well – when they’re efficient, effective and aligned – they work harder. They know what your expectations are and how they’re impacting the greater vision of your company. Agents that are motivated, engaged, and empowered are happier and more satisfied with their jobs. And, they’ll provide better customer care.  They can see how their actions impact a real, live human by creating a better customer experience.

But if they’re stuck in a broken process, fumbling through outdated technology paired with a manager that has too much on their plate, their ability to drive positive experiences flounders into a sea of nothingness. And if they’re frustrated, the results on your team morale are toxic.

You’re searching high and low for coachable moments, without any time to actually coach, amplifying the negativity. And to top it off, the outdated tech stack your center’s using is mismatched with what your customers are using. For instance, your customers (and your agents, for that matter) are used to texting, sending pictures or videos, chatting on a live chat or using social media to communicate, switching from one place to another without losing context.

But your business is not.

It’s time for contact centers to put agents’ success at the top of the priority list. Start building your agents’ confidence and empowerment. But what exactly does agent success look like? Here are five ways to prioritize your agents and improve their (and your) success.

Three Ways to Prioritize Your Agents

  1. Start (and continue) coaching

The single most important thing you can do as a contact center manager is coach your team. But managers are struggling to train their people well. On average, managers are spending 53 percent of their week looking for coachable moments rather than actually coaching. Yet, studies show frequent touchpoints, with specific examples increase employee satisfaction, engagement and performance. And, it creates a culture of trust company-wide.

  1. Use the right tools

Efficient tools and processes increase agent productivity and satisfaction. Think about it: If your agents have to fumble through a messy process, touch eight different tools in under three minutes, just to find a clue to answer the customer’s problem, they’re going to get a little flustered. But offering up the right tools (with coachable moments built in), with processes meant to enhance the workflow, not stifle it, creates more effective and efficient agents – and happier customers.

  1. Empower them

Empowered agents work with more autonomy. They see more first contact resolutions and have clarity in where they’re impacting your company’s vision. Workers place a high value on employee empowerment, whether they’re in a contact center or somewhere else in the company. It’s simple, they want to feel supported and respected. They’re hungry to perform at or above your customers’ expectations, but they need the right tools to be successful and effective.

Sharpen has created a solution designed to remove the inefficiencies that are plaguing your agents, their quality of life and their ability to provide a positive customer experience every time. Join their webcast as they talk about key trends driving new opportunities for agent empowerment and how contact centers can take advantage ASAP to improve their agents’ experience.

Trends in Agent Empowerment

Although businesses highlight the importance of customer service and retention, customer service managers continue to report an overwhelming amount of issues. Alarming turnover rates, frustrated workers, inefficiency and inadequacy are some of the issues plaguing contact centers today. The root of the problem? Agent success, or lack thereof.

Think about it – when employees feel they are working efficiently, effectively, and with constant support from supervisors, they work harder. In contact centers today, agents feel frustrated. Too often, contact centers will use outdated software, leading agents to become frustrated and be less efficient with their time. The lack of support from supervisors is apparent, while agents rarely have any means to track their progress, leaving the agent confused and directionless. To top it off, outdated technology used by most contact centers is mismatched with the technology used by the general public today including SMS & MMS text, live chat (not with a robot), social media, and way more.

It is time for contact centers to put their agents’ success first in their line of priorities. In order to do this, they must focus on empowering their agents. What exactly does agent empowerment look like? Empowered agents have access to the tools they need to do an excellent job, are fully supported by their supervisors, are capable of making decisions for themselves, and are well respected by their colleagues.

Millennials entering the workforce place a high value on employee empowerment whether in the contact center, or in another industry. It’s simple – they want to feel supported, respected, and feel as though they have the tools they need to be successful and effective. These tools include a way to track progress, up-to-date technology, effective training programs and constant feedback.

Sharpen has developed a holistic solution designed to eliminate common inefficiencies that ultimately impact the agent, their quality of life, and their ability to provide a perfect customer experience. Check out their webcast on August 2 as they discuss key trends driving new opportunities for agent empowerment, and how contact centers can take advantage ASAP to improve their agents’ experience.

Why Happy Agents Make Happy Customers

Guest Blog From Bright Pattern

Customer service agents are often the primary point of contact with your customers. It makes sense that you want your customer-facing employees to be helpful, enthusiastic, and happy to be doing their jobs. After all, your company’s reputation, satisfaction ratings, and profitability are at stake.

So how do you create a contact center environment that motivates agents?

Live by the Agent Empowerment Model

Through a recent survey of contact center decision makers, Bright Pattern identified the top three strategies for creating engaged agents.

Of our survey respondents,

  • 70% said to improve agent training
  • 64% said to provide agents with better tools
  • 49% said to offer better self-service

At Bright Pattern, we believe in the agent empowerment model, which means providing agents with the tools and technology they need to succeed. This model aligns with our survey results, and it’s been driving our roadmap since the beginning.

Here’s what the agent empowerment model looks like in practice:

  • Declutter the agent desktop with an innovative UI.
  • Give agents easy-to-use technology for automatic customer recognition.
  • Eliminate mundane transactions with AI and provide agents with AI Assist.
  • Automate workflows.
  • Limit downtime with active-active technology.

How Everyone Benefits

Here’s a breakdown of the benefits you can expect when your contact center operations revolve around the agent empowerment model.

Higher Customer Ratings and Sales

According to Gallup, highly engaged teams achieve, on average, a 10% increase in customer ratings and a 20% increase in sales.

Faster, More Efficient Problem Resolution

Agents who feel more valued by their employers are more motivated to resolve calls satisfactorily, find creative solutions, and improve their own knowledge and customer relationship skills.

 

They have access to a knowledge base and can, at any time, reach out to subject matter experts to resolve customer problems faster and more accurately.

 

Less Employee Turnover

The costs of replacing and retraining agents can be a tremendous drawdown on operational budgets, and the loss of institutional knowledge when an experienced agent walks out the door also impacts customer service center performance.

Using AI to automate frequent requests and routine tasks makes the agents’ work less transactional. This increases agent satisfaction because agents can focus on helping people.

Higher Customer Experience

Empowered agents also have the right tools to provide a consistent customer experience and resolve issues fast, on any channel, any time. They depend on a single, integrated application combining unified communication tools, access to information, knowledge bases, and customer data in context of the moment, all of which ultimately improve customer satisfaction.

Get Started

By making some smart investments, you can vastly improve agents’ attitude, abilities, job commitment, and engagement levels—all of which have proven positive impacts on how they serve your customers.

What is the Effortless Customer Experience?

Going above and beyond customer expectations to surprise them and deliver that “wow” factor isn’t unimportant, but in terms of retaining customers and gaining their loyalty, it may not be as important as you once thought.

Matthew Dixon of Gartner (formerly CEB) wrote an article and a book about the power of the effortless customer experience, explaining how effortlessness is more impactful than greatness.

Satisfied vs. Dissatisfied Customers

The first thing to understand is that satisfied and dissatisfied customers behave very differently:

  • Customers who are highly satisfied do not always become loyal customers.
  • Customers who are dissatisfied become disloyal customers and talk to others about their experience, which spreads negative word-of-mouth.

Additionally, Dixon found that the more effort a customer has to put in to solve their problem, the more disloyal they become.

Redefining Customer Experience Goals

It stands to reason, then, that the contact center’s main goal shouldn’t be creating highly satisfied customers because they may not be loyal no matter how much you do for them. Instead, the goal should be to avoid creating dissatisfied customers.

How do you do that? By making it as easy as possible for an unhappy customer to resolve their problem.

Dixon’s research showed that customers who were able to solve their problems with a low amount of effort were more like to buy from the company again and even to spend more.

Clearing the Way for the Customer

When it comes to the customer experience, there are a few main culprits that always seem to stand in the way of ease and resolution:

  • Being transferred
  • Non-personalized service
  • Having to repeatedly contact support
  • Repeating information
  • Switching channels
  • Tedious policies and processes

While there are numerous ways to make the customer experience more effortless, here are two big ones:

  1. Create a rich self-service portal that will solve all (or most of) your customers’ issues without having to switch between multiple channels to find a resolution. The self-service portal should be simple and user-friendly.
  2. Avoid the next issue. First call resolution is the ultimate goal, but it’s not always possible, especially if the first issue gives way to a connected second issue. Figuring out what the follow-up issues tend to be will give you the power to prevent problems.

Have you found any ways to make the customer experience more effortless? Tell us in the comments below!

 

How Financial Service Providers are Improving ROI with Omnichannel Customer Service

As more financial service providers move to the cloud, they are looking for sophisticated omnichannel technology to improve ROI and digitally transform their customer communications. Whether you are a bank, brokerage firm, credit union, or other financial service provider, you can provide best-in-class customer service with omnichannel contact center technology.

Omnichannel Technology for Financial Service Providers

Differentiate yourself by providing multichannel interactions via voice, email, SMS, social messenger apps, and video. Financial service providers should select a contact center solution that includes the following features to improve ROI.

  • Outbound Calling Functionality – Make sure you select contact center technology that will enable your agent to be more efficient. Predictive, preview, progressive, and manual preview modes let campaign operators tailor their dialer for any list quality and/or desired agent engagement.
  • Banking Functionality – The banking industry has faced a number of challenges, one being the increase in omnichannel interactions. Consumers are demanding an omnichannel experience, and banks have become competitive with offerings like in-app mobile deposits and video ATMs. It is necessary to implement an innovative omnichannel experience to keep pace with competitors. Just make sure your channels work together seamlessly to improve the overall experience.
  • Integrate with Existing CRMs, Out of the Box – Increase agent productivity with an integration UI, click-to-call, screen pop, and activity history automatically saved with each ticket. Bright Pattern has out-of-the-box integrations with top CRM providers, including Salesforce, Microsoft Dynamics, Zendesk, Oracle Service Cloud, and ServiceNow.
  • Unified Agent Desktop – Many omnichannel contact centers comprise multiple technology vendors, making it difficult for agents to navigate. Select a platform that allows agents to work in a single user interface for all supported channels. Use a technology that pulls important data to the front of the agent’s screen to reduce scrolling and hopping from pages to locate important customer data like bank statements and payments due.
  • PCI Compliance – As a financial service provider, you must comply with strict regulations to protect consumer data and avoid litigation. Bright Pattern is compliant with PCI DSS 3.2, the highest level of PCI security, which provides the framework for your business’s compliance.

For more information, view Bright Pattern Omnichannel Contact Center Technology for Finance and Banking.