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 .