The traditional call center is dead – meet the new contact center. All the panel experts agree that we live in an instant gratification society where consumers expect to be able to reach a company through their touch point of choice. The faster the response, the better the consumer’s experience. Brands that can best leverage multiple channels or touch points will be the clear winners!
Advances in technology such as the transition to mobile, voice and self-learning capabilities like Siri create huge shifts in the self-service channel. With the proper use of these technologies, customer satisfaction and contact center efficiency will consequently rise. The Social Media discussion: Is social media a costly or effective customer service tool?
Current data shows that social media require costly employee staffing and that interactions usually manifest themselves as complaints rather than customer service FAQs. However, social media exists for consumers to discover prices, facts, and recommendations. Although most social media users involved in a brand’s community don’t necessarily need an escalation for customer service, it is important to note that putting in the time and effort to maintain a healthy community around your company will become a type of self-service touch point.
At the end of the day, technology will NOT kill the contact center. But the traditional practice of hiring low-quality, inexpensive agents is over. Just remember that 78% of customers have done planning and research prior to contacting the company. So when they do speak to an agent, they are at the most critical juncture of satisfaction and dissatisfaction. Don’t hire agents as low-cost remedial task workers! The future of contact center agents is to be individuals that embrace your brand and act on behalf of your interests.
Get ready to see revolutionary changes in the world of Call Centers. It’s not the Call Center you used to know.
Connect with the moderator: Ashley Furness
CRM Market Analyst at Software Advice
Ashley has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. Currently, her research focuses on various topics related to CRM software, sales, customer service and marketing strategy.
When Ashley isn’t writing about software, you can find her hiking, floating Central Texas rivers or hanging out with her two perfect puppies. She is a University of Texas graduate with a bachelor’s degree in journalism.