Here’s a question: What is the ultimate experience for customers interacting with your contact center? I recently spoke with Kevin Frederick from OneReach, a custom voice and SMS applications provider, who summarized it like this: “Everyone wants to feel known over the phone.” When you go to your local cafe, you want the barista to say, “Hey Jordan, will it be the usual?” If you can provide that small town, local coffee shop feeling through your voice and SMS channel, your customers will be even more delighted with your service. Here are three keys to achieving this experience:
Let the customer choose their preferred channel
The hot topic in the contact center and call-tracking space is cross-channel engagement, which includes email, voice, chat, SMS and social media. In other words, there are lots of choices for consumers. Kevin Fredrick believes that customers don’t think in terms of channels, “They are just trying to find the most effortless way to resolve their question.” OneReach is among a few contact center platforms that allows customers to determine their preferred channel. When considering new engagement solutions, prioritize the ones that provide your customers the flexibility to choose their preferred channel.
Measure your customer experience
As Peter Drucker, a pioneer in modern business management, once said, “What gets measured, gets managed.” This is especially true for companies trying to improve customer experience. Here are the key performance indicators (KPIs), you should actively measure:
- Sales: Conversion
- Service: Net Promoter Score, retention, up-sell / cross-sell and customer satisfaction
- Support: First Call Resolution
By measuring these KPIs, your contact center will have the data needed to know if you are improving customer experience.
Apply context to the interaction
There is no shortage of data in most businesses, but it’s typically stashed in silos throughout the organization. It’s challenging to organize customer information into a concise report so that contact center representatives—communicating via chat, SMS, or Voice—have the full context of the interaction. Having context will contribute to the overall user experience because the agent will be up to speed before they engage with the customer. Additionally, when a new caller (not currently in your CRM) is reaching out, consider adding third-party data for context (name, address and other demographics associated with the caller). This will hopefully avoid the dreaded customer experience of trying to explain to a contact center agent how to spell their name or address (agents regularly struggle to transcribe my hometown, Sammamish, WA, so I know the pain). All of these hurdles can be avoided by providing your contact center reps with the right information at the point of interaction.
Please feel free to chime in with any comments or get in touch to find out how Whitepages Pro can help power your contact center with identity data. You can reach me via Twitter @JordanMReynolds.