June 23. 2024. 2:26

The Daily

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Contact centre solutions are at the core of customer experience management

This article discusses the process of customer experience management and how building a sound contact centre infrastructure serves as a solid foundation for providing consistently good customer experiences.

What is customer experience management?

Customer experience (CX) pertains to how customers regard a business based on how they interact with it. This includes:

· Navigating the business website

· Engaging with social media content

· Interacting with chatbots


· Calling customer support

Meanwhile, customer experience management refers to the processes involved in fine-tuning these communication channels and touchpoints to provide optimal customer experience. This endeavour entails designing communication workflows and managing and monitoring customers’ omnichannel experiences to encourage loyalty, advocacy, and ultimately, higher revenue.

Today’s customers expect businesses to provide consistent experiences regardless of the communication channel. The impact of getting it wrong for example, is if customers find it challenging to search for the information they need on a website or have an unpleasant experience with a company’s customer support department, they won’t hesitate to jump to a competitor who can better address those shortcomings.

As such, customer experience management has become a critical aspect of business, requiring the alignment of multiple touchpoints and departments to deliver positive end-to-end customer experiences.

Why contact centre solutions should be the core of customer experience management

Customer experience management entails designing, managing, monitoring, and refining all customer touchpoints to provide positive experiences across all channels. Meanwhile, modern contact centres and Contact Centre as a Service (CCaaS) platforms, such as this omnichannel solution in the UK, have the structure and tools needed to accomplish those tasks.

Below are the reasons contact centre solutions should be at the heart of your customer experience management efforts.

Omnichannel support

Good omnichannel support is different from having multi-channel support. Prospects and existing customers see businesses as a single entity, with customers expecting to be served regardless of a company’s internal divisions, departments or data silos. This means passing customers from one department to another or asking them to send an email when they’re already speaking with a representative can massively undermine the customer experience.

A solid contact centre strategy should have integrated applications and data sources, allowing reps to pull relevant information whenever needed. This quick access to information allows a business to address customer concerns whenever they get in touch.

Central data centre

As mentioned, quick access to customer information is critical to good customer service. Whether it’s a sales rep or a customer support agent, a sound contact centre infrastructure allows businesses to operationalise customer data by making them more accessible to both customers and agents. With cloud-based services, contact centres are well-equipped to centralise all relevant information.

For example, a dashboard displaying data on customer interactions, KPIs and touchpoints helps align different departments, giving them a complete view of performance and customer journeys. This enables businesses to do the following:

· Anticipate customer concerns and needs

· Create personalised experiences

· Ensure all departments can respond to customers within the appropriate context

When it comes to customer experience management, it’s not the number of tools in the tech stack; it’s about the integrations of those tools. That’s what CCaaS platforms provide.

End-to-end analytics

A centralised data centre means businesses have a structure set for end-to-end analytics. When they can track customer interactions and have the pertinent information from those engagements, organisations can draw real-time insights on improving customer experiences. For example, these insights can show the following:

· The current communication workflow isn’t optimal, with customers having to go through multiple friction points to get what they need.

· Prospects are searching for information that should be included in sales talking points.

· Customers prefer a communication channel that a business needs to optimise.

Multiple data sources can give a business a 360-degree view of the customer, but the ability to turn those into actionable insights ultimately benefits the customer experience.

Personalised experiences

Contact centres, particularly those employing CCaaS, have customisation and scalability at their core. Personalisation could come in the following forms:

· Designing an optimal routing strategy and interactive voice response (IVR) flow for customer support.

· Using real-time data to create optimal self-service options.

· Adding relevant communication channels as customer behaviour and demands evolve.

With a centralised data centre and end-to-end analytics already at play, it is easier to tailor experiences for other business areas. Depending on the type of business, this could mean the following:

· Sending relevant video content via email to customers who want a more detailed look at products and services.

· Further streamlining customer journeys from first contact to after-sales support.

· Increased access to omnichannel services based on customer preferences.

The ability to collect data from every touchpoint along the customer journey is a powerful tool for businesses. Furthermore, it allows the delivery of tailored experiences that customers value.

Concluding thoughts

In recent years, marketing departments have taken a bigger slice of customer experience ownership. And while providing positive end-to-end customer experiences requires aligned efforts from the entire organisation, delivering optimal experiences is at the core of contact centres and customer service departments.

Your contact centre is an excellent starting point if your business wants to elevate its customer experience management structure. Not only is providing good customer experiences at the heart of what it does, there are also comprehensive tools to deliver it every time.

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