Challenges of a Contact Center handling multi-channel customer interactions

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Challenges of a Contact Center handling
multi-channel customer interactions
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Introduction
There was a time when firms knew their customers
by their first names and handling customer
interactions was as routine as checking
inventory. There was one-to-one customer service
and that was the only known way of interacting
with a customer. Today, the situation has evolved
with the emergence of multiple channels of
interaction. While multiple channels might seem
great for delivering powerful customer
experiences, they also pose certain challenges
for a contact center.
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Omnichannel Efficiency
Contrary to what one might think, using a
multi-channel approach does not guarantee success
with customer interactions. Many companies invest
in setting up an omnichannel contact center but
the ability to use these channels for consistent
and superior customer service is what drives
ultimate success. In fact, it is predicted that
by 2020 customer experience will surpass price
and product as key brand differentiator. Since a
contact center is the hub of major customer
interactions as well as transactions, having
visibility over multiple channels can put your
contact center at the receiving end of customer
grievance. While this can be a wonderful
opportunity to deliver optimized service, it also
poses a challenge of aggregating customer
information from all channels.
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02
Infrastructure
Infrastructure is another major challenge that
contact centers face while implementing a
multichannel strategy for customer interaction.
There are many contact centers that have
incongruous channels. For instance, Voice, Email
and Chat are a few examples that fail to work in
tandem as companies struggle to manage multiple
channels. Outdated products and programs do not
completely work in sync which adds to the
confusion. Central contact solutions like IVR
address specific customer queries but fail to
support interactions that require detailed
analysis. Moreover, the problem of disconnected
customer information uploads across channels like
voice, chats and email makes it difficult to
address customer issues efficiently.
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Data Integration
We often see that companies encourage customers
to reach out and resolve certain queries by
themselves via IVR and web chat. But the growing
numbers of channels handling customer
interactions bring out the main challenge of
integrating and collating data from all
interactions at one place. While voice is the
main channel for a contact center, others like
email, social media and even text messages makes
the role of data management complex. Apart from
using better technology and tools to manage the
growing volume of customer interaction data,
contact centers need to recruit the right people
to manage the channels and organizing the
information relayed from all of them. In fact,
over 85 of senior marketers concur that it is
critical to create a cohesive customer journey
through all touchpoints.
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04
Getting Customer Feedback
Without a proper customer feedback mechanism, one
can never assess customer behavior and
preferences. Necessary insights are required to
understand why customers maybe dissatisfied.
Taking cues from information collected throughout
multi channel interactions can be a challenging
task. Moreover, gathering quality metrics and
quality evaluations is important and so is the
unification of customer information across
channels calls, emails, social media, chats etc.
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Conclusion
The modern contact center faces the challenge of
not just communication channels that are used by
customers but also multiple channels that record
customer information yet are not connected to one
another. A sporadic process like this makes it
clunky for contact center agents who are facing
the dilemma of resolving a customer query with
patchy information. Hence, it is important to
integrate your contact center with rest of the
business so that all communication channels can
be integrated into one and it becomes easy to
manage and speed up the call resolution
process. All these challenges can be met by the
modern contact center by investing in a Call
Center Software which can collate all features in
one. InterDialog Unified Contact Center Suite,
distinctively design to adhere to the necessity
of customizations integrations. InterDialog has
the proficiency of catering voice along with the
other channel like email, chat or social media
e.g. Facebook, twitter. Visit our page to know
more InterDialog UCCS by Teckinfo Solutions Pvt
Ltd
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