How often do you receive calls from contact center agents for credit cards, insurance policies, loans, or service tickets?
I get at-least 2-3 calls a day. At times I bear with the agents because, coming from a contact center background, I can imagine what they go through while handling calls on a daily basis. So, I come up with excuses and respond politely. But then, there are times when the same questions are repeated every day, and each call is a different agent asking the same question? Won’t you go mad? I do.
But let’s take a step back and think – why did that happen?
The first time an agent called, and I responded to the query, in an ideal setting – the feedback should have been captured and the information should have been synced with the CRM. Unfortunately, because of a legacy contact center infrastructure and archaic business processes the input was thrown into a dustbin. So, I ended up receiving calls & emails for the same query again and again.
What happened to the customer experience? It got shattered.
So how do you deliver a WOW customer experience? And what about a Single Customer view?
In simple terms, ‘Single Customer View’ is to have all the interaction history of a contact bundled into one, with the contact being the primary identifier. All contact interactions via all communication channels are stored in the database on a real-time basis. Every interaction is mapped to a Unique Contact Identifier with the sole aim of enabling agents to deliver a WOW customer experience contextually.
Now how to achieve that ?
1 : Capture & Bundle Interaction Data from all Communication Channels into one
In the current scenario, it’s not just the voice channel but chat, email, sms and even social media channels. All these interactions need to be in sync with the CRM with real time updates of the most recent interaction. Grouping interactions from all interaction channels intelligently is one of the pioneers of achieving the single customer view. Not only this, but the CCI should also be flexible to add newer interaction channels, if any.
2 : Enable agents to easily consume and make sense of all the data
Even after having all customer interactions stored coherently in the database it boils down to how your agents are utilizing that information. Remember too much data if presented in an unorganised manner can lead to chaos and may even result in hampering your agent efficiency. Thus, it’s not just having a Unified Agent Desktop but a flexible one which can be easily customized by each agent so that one can make the most of the available information.
Example 1 – A food ordering app agent can suggest or give complimentary treats to a customer based on a plethora of data attributes :-
- Order history
- Spending habits
An agent desktop should be easy to use, easy to customize and most importantly it should save an Agent’s time and increase efficiency. Agent should not be toggling between screens to input, edit, or search every aspect of the system should be empowering the agent to do the job better.
3 : Give Intelligent Insights to Agents across Channels
Having a flexible agent desktop to organize customer data isn’t enough. For example, consider the scenario where your agent is on call, handling an inbound service request.
Now, to deliver an awesome contextual conversation, the agent has to be real smart about utilizing that information and providing a seamless conversation. Often agents do put conversations on hold and even end the call saying they will get back to us. Here again, the experience suffers.
Now think about contact center systems that proactively give insights to agents based on the previous interaction history. This will definitely help agents to real quick with their query resolution and pass on these insights to customers and make them feel valued. It will have a major impact on the First call resolution ratio.
In the current scenario Customer Experience solutions are aiming to achieve this using machine learning , chatbots and cross channel customer intelligence. Knowing what your customers want, how to pamper them and providing them with a fulfilling buying experience every time is the end goal of single customer view.
Thus, creating a Single Customer View has lot to do with investing in the right customer experience platform. It goes beyond omnichannel support and is more about how one uses an omni channel platform. Aggregating data from multiple channels consistently and enabling agents to make business sense of the data in real time is truly the benefits of single customer view. Let me what is your definition of Single customer View. I will be happy to have your feedback. Kindly put your thoughts in the comment section.
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