It’s June already – a new month has begun, and that means
it’s time for a new topic on the
CIO Collaboration Network. Last month,
the focus was on video and now we’re
shifting to a functional area of growing importance to all businesses – the contact
center. I say “all” for good reason, and Unified Communications is very much a
driver here.
Prior to the advent of IP, contact centers were mostly
facilities-based, centralized and costly to operate. This made them relatively
easy to manage, but beyond the means of small businesses. This creates a
natural paradox in the sense that smaller businesses have a harder time getting
customers than large enterprises, and for them, the contact brings great value
in terms of keeping those customers happy.
My readers should understand the economics of IP, and how
that has opened up great opportunities for businesses of all sizes. One of the
great benefits has been in the contact center, where affordable, scalable
solutions are accessible to every business, even those who have no in-house
infrastructure to support it. In short, there are no major barriers today to
keep any business from having some semblance of a customer service operation.
Just as with UC, the call center has become a rather fluid
concept, again, mainly due to the impact of IP. The call center has become the
contact center to reflect that fact that agents now use more than just
telephony to interact with customers. As SIP and UC have made real-time,
multichannel communication more commonplace, the emphasis has shifted from
agents in the contact center out to the marketplace where the impact of their
actions has the most important impact.
Where a simple call to a toll-free number once constituted
customer service, UC gives agents greater latitude for more engaging
communication which ultimately should lead to faster, better problem solving
and increased customer satisfaction. This milieu gives rise to a new area of
focus – CEM – customer experience management. Instead of being evaluated on how
quickly problems are resolved on the phone, agents are now gauged by how well
they create and manage a customer experience.
This may seem like a tall order, but in the right hands, it
can be fairly seamless and intuitive with UC. Not only can UC extend this to
any agent willing and able to deliver this level of service, but for any
business as well. That’s why the concept of customer experience management is
exciting – it’s accessible for anyone ready to embrace the tools. UC provides
the integrated environment for agents to interact – and collaborate – with
customers as each situation requires. Some customers will just want one mode
and others will want multiple modes. Similarly, some will be happy just dealing
with one agent from start to finish, whereas others will want direct access to
specialists, either brought in during the initial call, or on a subsequent
call.
The scenarios here are endless, and that’s the point – as
well as the business value of collaboration in the contact center. Ultimately,
the value of collaboration is reflected in the results, many of which are
directly measurable; transactional metrics such as AHT and FCR. There are also
indirect metrics that should tick upward with effective uses of collaboration,
such as customer satisfaction, repeat purchasing, referral business, etc.
Whatever the positive impact, the main idea is that
collaboration adds value to the contact center by allowing agents to interact
with customers on their terms. Customer expectations have come a long way from
the time when all they could do was call a toll-free number, wait endlessly on
hold and hope for the best. With UC, whatever works for the customer, works for
the agent. Business has never been more competitive, and the timeless maxim
“the customer is always right” has never been more true. By providing agents
with the tools that let them respond to any situation on the fly, UC levels the
playing field and meet today’s expectations, in whatever form collaboration
may take. If that doesn't create value for a business, I don't know what does.
This post sponsored by the CIO
Collaboration Network and Avaya