Contact Center Pipeline January 2023 January 2023 - Page 34

ADVISORS ALSO NEED TO ACCOUNT FOR THE NUANCES AND REQUIREMENTS OF EACH CHANNEL ...
DIGITAL TRANSFORMATION
NEW DEMANDS ON OPERATIONS
As brands strive to meet and exceed customer expectations by offering more channels and increasingly unique interactions , they also need to navigate accompanying operational challenges . This includes effectively managing each channel , integrating disparate channels and systems to do so , and ensuring that the workforce is set up for success and able to adjust to the modern contact center .
It ’ s a tall order — but companies that are being planful and open-minded are finding success .
As part of the redesign and transformation process , leaders are looking to provide advisors with technology that creates efficiencies and makes it easier to solve problems quickly , no matter the channel or where they ’ re providing that service from .
The right tools can introduce greater flexibility for advisors , empowering them to move quickly and without complexity across channels , and making it easier to capture and share valuable insights from every customer interaction , no matter the channel .
Advisors also need to account for the nuances and requirements of each channel , as interactions look and feel different if an advisor is on the phone versus responding to emails or engaging on social media .
WHAT ’ S THE PRIZE ?
There ’ s a simple rule that has remained constant over time : people will remain loyal to a brand when the customer service is of high quality , they feel like the brand respects their time and acknowledges their value .
34 CONTACT CENTER PIPELINE
The brands that were able to navigate this complexity at the onset of the pandemic and provide a unified experience across channels naturally stood out , retained customers and pulled in new ones .
Now , the focus has shifted to managing and improving the omnichannel experience , ensuring that the overall approach and channels offered evolve as the company evolves — and that this approach not only benefits customers but has a positive impact on the advisor workforce as well .
HOW TO JOIN IT UP ACROSS CHANNELS FOR 360-DEGREE CUSTOMER VIEW
With the right tools applied to different areas of the customer and advisor journeys , brands can streamline the entire end-to-end experience and create synergies across channels that help achieve the dream of enabling a 360-degree view of the customer .
• Empower advisors with the right technology . Many technologies can be used within the contact center to make the advisor ’ s job easier and more rewarding . From reducing repetitive tasks to automation and voice analytics , AI-driven tools can reduce stress , provide feedback , and free up advisor time to focus on problem-solving .
ADVISORS ALSO NEED TO ACCOUNT FOR THE NUANCES AND REQUIREMENTS OF EACH CHANNEL ...
• Understand customer behaviors . Analysis of customer behaviors and data can shed light on what customers need at any given moment and how advisors can better personalize the CX , while still ensuring and respecting customers ’ privacy . It can also help inform staffing needs and training to create stronger advisors .
• Be where the customers are . Today ’ s customers are engaging on TikTok , WhatsApp , and Facebook Messenger , among other channels . Live conversations via asynchronous messaging tools are the new phones . Brands should consider their audiences and focus on new digital channels and in-app services where appropriate .
• Let advisors work from anywhere . Cloud and SaaS frameworks were critical for moving workforces remotely during the pandemic .
Brands are now building on this infrastructure to support secure distributed networks of fully remote teams that can access the same resources and tools from the office or home . They can leverage online scheduling tools , training courses , and other resources that create an empowered advisor environment .
The pandemic undoubtedly initiated shifts for those in the CX world , ultimately creating an exciting path forward for organizations today as they set their sights on drastically transforming and embracing a CX-driven omnichannel approach . One that benefits the brand , the workforce , and the customer .
Sandrine joined Webhelp in 2015 as Group General Counsel , and she was appointed Group Managing Director of the Americas and ESG in 2020 . Before Webhelp , Sandrine practiced as an M & A lawyer at Capgemini and at Willkie Farr & Gallagher in Paris and New York .