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The Multichannel Customer / Call Center Challenge

Tuesday, May 24, 2016 - 10:00

What do you think are the key challenges facing the call center industry?

We commissioned an independent survey of 100 contact center decision-makers to look at key drivers for moving to the cloud. The research also covers the benefits, drawbacks and frustrations that both cloud users and on-premises users are reporting -- and how responses are different amongst each set of users.

Overall, the top concern was “managing the customer experience across multiple channels”, closely followed by “ensuring technology keeps pace with changing customer behaviors.” However, a closer look at the concerns related to multichannel revealed that actually, for those managers operating in a cloud hosted call center, this was not a concern at all. In fact none of the cloud contact center users were concerned by this. On the flip side, 60% of on-premises users cited multichannel as a big concern.

With so much talk of the omnichannel / multichannel contact center it's clear that social customer service is continuing to grow as a channel on top of email and web chat, and the emergence of the multichannel customer has given rise to numerous contact center challenges.

Having a singular, clear view of the customer is still an issue that most contact centers are working to improve. Consumers will understandably become frustrated if they have to continually repeat themselves and explain their situation to different operatives. And while it's a challenge, with disparate business systems typically in place and different communication channels open to customers compounding the problem, it’s a problem can be avoided by syncing up the information into a unified view on the agent side. This improvement leads to a significant boost in customer satisfaction and, in turn, customer loyalty.

That joined up view will also yield improved efficiency and productivity. With everything in one place, advisors can avoid repetitive tasks, constant screen switching, and call handling times will come down with no negative impact on the customer. An integrated approach offers all interactions from that customer laid out in one screen enabling your workers to support customers to a successful conclusion, quickly, efficiently, and without delay.

The evolution from yesterday’s call center to today’s multichannel contact center may not seem straightforward, especially if you’re stuck on antiquated, legacy platforms that don’t have the flexibility to meet the demands of the modern customer. As highlighted in the research, respondents seem to suggest that cloud systems are far more capable when it comes to handling multichannel – hence the disparity between 0% of cloud users and 60% of on-premises users citing “managing the customer experience across multiple channels” as a key concern.

When we looked at the top drivers for moving to the cloud, 41% of those surveyed stated “the need to better service the multichannel customer” and for 33% the ability to roll-out new features quickly was a top driver.

It's clear that for the modern contact center to be successful, they increasingly need to be able to react quickly to the needs of their customers and also move towards supporting them via any channel and from any device.

West delivers a fully integrated cloud contact center solution where customers and agents can select from and mix multiple communication channels with one simple and friendly web interface. You can reach out to one of our friendly experts (via the form on the right) to learn more.

And for all of the key findings from the research, download the cloud contact center research report.

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