2016-01

Multichannel: The Future Of The Call Centre

by David Voorn
 | 
18 January 2016

And as customer service evolves in customer experience, the expectation for marketers to do more with less is becoming more and more prevalent.

It would seem that as the call centre steps into the future, negotiating change, while maintaining strong revenue generation, is the key to surviving and thriving in an industry that is continuously shifting.

Businesses that can successfully integrate the CRM systems into their contact centre flows will be able to grow their databases at unprecedented speeds.

Your key strategy for balancing the increasing expectations of the customer, with a focus on cost management? Think multichannel.

Self service first

74% of all customer interactions are handled via the voice channel, either totally handled by an agent (74%), or with some IVR assistance (28%). Email and SMS trail closely behind, at 65% and 50% respectively.

It’s clear that although the phone is still the most common point of contact, customers are increasingly looking to other channels for self service.

The introduction of new channels is driving significant net increases in contact volume, making the contact centre a complex, multichannel hub.
 

Messenger apps

Chat and messaging is fast becoming the future of social. It effectively brings together marketing, CRM and automation.

Apps like Facebook’s Business Messenger have the potential to remove much friction from existing CRM channels and, in doing so, unlock new value for businesses.

The beauty of messenger apps are that it only takes a login or mobile message to convert a customer into a contact.

And, in the right context, the immediacy and convenience alone makes it worthwhile for the customer to connect with a business through messenger app.

These two factors could lead to a larger conversion rate when compared to traditional CRM channels.

Potential messaging app conversion opportunities include:

  • Notifying customers when an item in a different style is available
  • Online delivery tracking
  • Resolving a complaint through a web form, customer service call or social media

When it comes to reducing the customer’s effort, and your cost, first contact resolution is your key to reduce call volume and centre stress. Messaging apps are a highly effective way of achieving this.

Integrated systems

Only 4% of organisations have fully implemented multichannel integration, with a further 47% of organisations having partially implemented multichannel integration.

A reason for this could be that as many organisations focus on the optimisation of their multichannel environment, managing their cost base continues to be a key challenge.

Again, your aim is alleviate strain on your call centre, while servicing your customers efficiently and appropriately. One way to do this is through reducing your average answer and resolution times.

By optimising customer interactions through screen­popping customer details, including customer lifetime values, automatically updating call history, purchase history even the last page they were on on your site ­ into your platform, call agents will be equipped with the right information at the right time to manage the caller and inch them one step closer to closing a deal.

Learn more about Salmat's contact centre offering here or call us on 1300 725 628.

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About the author
David Voorn
Production Manager – Customer Experience

David has over 15 years’ experience in digital media production and management. During this time he has been involved in digital marketing, social media, e-CRM, email marketing, content management, web design and audio production for websites, film, television and emerging media platforms. David lead the transformation and optimisation of NRMA’s digital marketing program consisting of a series of highly targeted digital publications including; Travel, Motoring, Youth, Online retail, Community, Franchise and B2B.

More articles by David Voorn