Do You Know Which Communication Channels Will Meet Your Customers’ Expectations?

Posted by Rodney Kuhn

5/27/16 11:30 AM

Communication.jpgAs a contact center supervisor, you want what’s best for your customers, your team and your business as a whole. So, you want to eliminate any gaps between your performance and customer expectations while staying aligned with corporate goals. Out of necessity, then, as the overseer of a modern facility, keeping up with technology is one of your primary concerns. In your call center, this means optimizing communication: enabling your agents and customers to seamlessly carry on the conversation over a number of different service channels.

If this isn’t happening in your contact center, you’re not alone. Less than one-fourth of contact center leaders believe that their organization provides a consistent customer experience across the customer journey, according to a 2015 ICMI report based on a survey sponsored by InContact.

What’s missing? A lack of insight into customer preferences for interaction channels. To turn this around, many organizations are turning to cloud-based solutions for capturing customer data. Since every company is different, each must collect information from its own customers. Effective call center software that collects and organizes customer input—the voice of the customer—allows you to make strategic, operational and transformational improvements in your organization.

Most contact center leaders do not know which channels their customers prefer using to contact them, so how can they know what channels to support and how they should be utilized? Without such insight, you too may wind up unnecessarily supporting some channels while completely neglecting others. Instead, employ exceptional software-as-a-service tools to collect customer preference data. As you strive to improve the customer experience, this is a surefire means to effectively match channels to customer needs.

For example, here are the top six channels that consumers making a purchase online find most important (in descending order) for communicating with companies, according to the ICMI report:

  • Email
  • Online self-service for order tracking
  • 1-800 to a live rep
  • Online chat
  • 1-800 to self-service
  • Apps for mobile devices

This list will change for each company based on the data it collects from its own customers. A contact center’s ability to effectively serve its connected consumers will be directly proportional to the depth of insight it gains on its customers’ specific needs and preferences.

Remember that your agents will continue to play an important role in your ability to meet customer expectations. No matter the proficiency of the interaction channels you ultimately provide to your customers, the study found that 81 percent of U.S. adults prefer a live agent when they are dissatisfied. Specifically, they want to communicate via phone or online chat.

The human touch is still critical for moving your customers happily through their purchasing journey. In this regard, your contact center solutions should enable you to optimize your workforce using tools for recording customer interactions, organizing data and easily viewing reports in an online dashboard.

Click2Coach from Envision offers contact center leaders the quality recording (for multiple channels), and robust analytics and reporting to improve customer experiences. For more information on how Envision can help you with its feature-rich solution, click here.

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