Presented by Merchants

The future of call centre technology

Technological innovations can help businesses raise the stakes in terms of customer service.

Together with the expertise of customer management outsourcing, organisations can amplify productivity and communication and achieve a higher level of customer service.

According to the 2017 Global Customer Experience Benchmarking Report, technology has been the number one enabler to positively enhance customer experience services in the last five years.

However, it appears that technological adaptation is still sluggish. In the report, 41.9% of organisations revealed that their technological infrastructure is not yet aligned with their current business needs.

Customers have become so empowered that they expect to have the flexibility to contact a business however they choose.

They want to be able to submit a query via telephone, send a follow up email, and then message the company on Facebook, for example.

Therefore, businesses should take note of the top technology trends for 2017 and beyond, which are omni-channel solutions that integrate enterprise systems and connect customer journeys.

Siegfried Schallenmueller, who helped to compile the report, said: “A new messenger service or artificial intelligence driven chatbot can be integrated through an application programme interface, instead of waiting for a roadmap from an established CX vendor.”

To offer customers an authentic omni-channel experience, contact centre software must ensure that each stage of the customer journey is kept consistent at every point of contact, without disrupting relevant customer data.

Another emerging trend that will have a significant impact on how businesses operate is the migration from switchboard to digital services.

While some customers are still a phone call away, a digital transformation strategy – which will see an increase in web chat, mobile apps and social media – is set to streamline real-time interactions.

Big data analytics platforms are also changing the way brands gain insights from customers.

Contact centres no longer work with numbers only; data is generated from a range of sources, from text to audio to video.

The capabilities of big data analysis tools are endless. For example, audio analysis, using predictive behavioural routing, can connect an incoming call with the right agent.

By gathering important data on customer behaviour or profiles, businesses can create a more effective and targeted customer service.

Finally, cloud technology solutions will be at the forefront of shaping the field of contact centre services.

Contact centres that migrate to the cloud are investing in a better experience for their customers.

Providing 360 degree customer support as well as being easily upgradeable, cloud can help businesses increase their responsiveness to customer queries, adapt to shifting consumer expectations, and ultimately gain a competitive advantage.

The face of the contact centre is rapidly changing. The digitalisation of organisational activities, processes and competencies, along with the emergence of new technology, has the power to mobilise more meaningful consumer-brand experiences in the future.

Click here to download a summary of the 2017 Global Customer Experience Benchmarking Report.

This article was published in partnership with Merchants.

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