Ahead of Ameyo’s participation at the 7th Edition of the Big CIO Show held in Mumbai on 14th & 15th March 2018, we had written a blog about the “Role of IT in Delivering Omnichannel Customer Experience. In continuation to that discussion, our attempt this time is to shed light on how to tackle the technological challenges that come in the way of Omnichannel contact center solution. It is estimated that more than 50% of organizations will redirect spends towards customer experience innovation this year.
This is hardly surprising as we know that enterprises that have strong omnichannel strategies retain an average of 89% as opposed to those organizations with weak omnichannel strategies. Having stated that, many enterprises are struggling with the implementation and integration of omnichannel platform with their existing technology stack.
This is primarily owing to the intricate nature of contact center infrastructure and the various entities it relies on. These entities can be identified as under-
- Frontend Agents – Executives handling inbound and outbound customer interactions
- Platform CRM – Repository of all customer-related information
- Ticketing System – Management of all customer service requests
- Transactional System– Streamlining the backend processes and operations
A true omnichannel experience is one that brings together these entities on a single platform for a 360-degree view and merges Contact Center Infrastructure (CCI) and Customer Engagement Center (CEC) as a single entity.
Merging CCI & CEC -Why is it Important?
There is a sea of change in the way in which organizations now view customer service. Earlier customer interaction and ticketing system were treated as two separate entities. This arrangement posed two major challenges-
- Once an issue was reported, the front end agents were clueless about the back-end process
- The system was inefficient to route multi-channel interaction
The existence of silos not only caused greater instances of customer irate, it also hit agent productivity. It was also not efficient to handle the changing dynamics of customer expectations. Now, customers can arrive from any channel and companies have to ensure that their experience is consistent and fluid.
For consistent customer experience, it was therefore necessary that organizations look to merge CCI with CEC.
Top Considerations In Omnichannel Experience
Large scale organizations and CIO leaders know that that merging CCI to CEC has to be carefully envisioned and implemented. There are two major considerations that come in the way-
Siloed vs Omnichannel
Integration of various interaction and operational touchpoints is a precursor to ending a siloed communication channel. This can only be achieved through advanced customer engagement capabilities built on an interaction system-
- Complete Interaction History
An access to complete interaction history across all touchpoints, along with escalations and critical open tickets in a single window. This will enables agents to efficiently address customer queries in a personalized and dynamic manner. Agents will be in a better position to handle large volumes of tickets in a short span of time.
- Smart Customer Intelligence
Customer intelligence analyzes customer behaviour across channels and the customer journey, to understand the customer interaction state and prepare interaction strategies around them. Depending upon customer’s previous interaction, ongoing conversation, feedback and social media activity, the following 3 metrics can be assessed –
- Customer Satisfaction Rating
- Public Shoutout index
- Sentimental Analysis
Multiple vendors vs All-in-One CEC Suite
This is yet another technology challenge that CIOs and IT leaders face today. Companies that have hit the roadblock with legacy solution are looking to embark on an omnichannel journey. But the decision to opt for multiple vendor versus all in one CEC suit is a critical one.
Multiple vendor can not an arrangement wherein an organization deploys two separate solution for ticketing and customer interaction. As processes get complex and customer interaction volume increase, this setup may falter due to-
- Complex Integration Process – Multiple compatibility issue causing time consumption
- Demands Tighter Collaboration– Project collaboration can be tedious with increased dependency on other vendors in the loop
- Difficult Workflow Management – Data inconsistency can be a problem, increasing project overhead
- Higher Implementation Cost – Higher support and training cost
On the other hand, an all-in-one CEC suit can assist businesses to craft an unadulterated Omnichannel experience because of it’s innate features that include –
- Unified Platform– No third party dependency and no major compatibility concern
- Faster Time to Market – Faster procurement, deployment and training
- Efficient Workflow Management– Data coherence, streamlined operations and minimal compatibility issues
- Easy On Pocket – Overtime cost effective and reduced integration cost.
A robust IT setup that adequately addresses the challenges of modern contact center operations is absolutely necessary. Unfortunately, multiple-vendor setup does not promise stability, advanced compatibility and integration that all-in-one suit offers. Organizations must opt for a setup that boosts of centralized information management tool, high levels of scalability and zero dependency.