High-quality customer service is becoming the most important business metric – and it starts in the contact center

By Emily Howard

Recent trends have shown that 64% of people find customer experience to be more important than price when making a purchase. Customer experience covers every touchpoint a customer has with your organization, but increasingly it is within the contact center that real opportunities to engage and satisfy customers have emerged.

Where companies used to control when and how customers could interact with their organization, the increase in multi-channel surfaces means that the modern consumer now expects organizations to be responsive on a 24/7 basis. In a poll of enterprise contact centers, 73% of customers view the ease of interaction as the most important attributes of a quality customer experience. Yet, nearly 80% of contact centers say their current customer service systems won’t meet their future needs.

This is primarily because designing a scalable contact center, managing widely varying contact volumes and providing consistent customer support service can be particularly challenging for companies dealing with large volumes of unstructured demand in their contact centers.

Providing a consistent experience across multiple distinct sites, using multiple distinct technologies and with different capacity to manage the deluge of digital channels such as social media, can be extremely challenging, especially when high-value agents can be unevenly distributed across several locations.

To meet these demands, companies are increasingly looking towards cloud-based contact centre and customer engagement technologies. These combine the inherent scale on-demand attributes of cloud, enabling organisations to respond to any unexpected peaks in demand with the flexibility to manage digital channels and work in conjunction with external information systems.

Cloud platforms can also more easily interoperate with other supporting technologies, including the emerging potential of Artificial Intelligence (AI) as a method to intelligently mass-automate contacts. AI in turn lays the foundations for advanced behavioural analysis and prediction of customer activities, which will enable organisations to anticipate and proactively delight their client base.

Cloud at work in the travel sector

As Europe’s second largest travel provider, Thomas Cook Group operates multiple contact centers across several different countries. However many of Thomas Cook’s sites were only equipped with in-country, on-premise PBX systems which would typically only be contacted in the national language. These systems were unable to handle huge volumes of traffic received, and they also lacked the intelligence to efficiently deliver enquiries to agents with relevant language skills.

Content Guru’s storm® platform has enabled Thomas Cook to centralise management of all sites, improving consistency by seamlessly handling huge volumes of traffic, as well as intelligently routing calls to agents with the relevant language skills, across three distinct sites in Crete, Palma and Turkey.

storm has enabled us to maximise the value we get from our multi-skilled agents, without forcing us to replace our existing infrastructure. Through engaging across multiple channels with improved routing logic we can make each interaction count for more, ultimately increasing our efficiency and customer satisfaction”. - Ramona Schwahn, Project Manager at Thomas Cook Group

To find out more about cloud contact centre technology and how it can help your business, please visit our website at www.contentguru.com, or alternatively, get in touch with me directly at erh@contentguru.com.


- https://www.helpscout.net/75-customer-service-facts-quotes-statistics/

- https://sessioncam.com/the-big-list-of-customer-experience-statistics/

August 22, 2018
Category: News