Seven contact center trends you can t ignore
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- Benjamin Harvey
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1 Seven contact center trends you can t ignore In fashion, trends come and go; what s old is new again. The same can be said for trends in the contact center world. For example, multi-channel contact centers are again making the latest fashion statement but, this time, with a twist social media and mobile apps have joined the multi-channel party. In addition to recycled trends, some emerging trends are seriously disrupting the traditional contact center model. Big changes are coming. Are you prepared? Trend #1: The un-contact center is the new reality As contact center technologies evolve to genuinely enable distributed staffing, virtual and distributed skill sets are becoming the norm. Supervisors no longer evaluate and collaborate face-toface with all or even most of their staff. This new world is creating significant management issues. New paradigms for collaborating and evaluating are replicating the more personal environments of the past. Low cost integrated video and enterprise social tools are being leveraged more and more within the contact center to drive high touch collaboration. The adage that everyone is in sales or everyone services customers is here today. The walls that surround the traditional contact center are crumbling as organizational silos between formal contact center staff and knowledge workers meld into a cohesive, collaborative environment. Can your contact center allow non-contact center staff to actively participate in the sales and service process? Siemens Enterprise Communications
2 Trend #2: The customer is the contact center According to Harris Interactive*, 72% of adults who had a memorable product purchase, use, or service experience said they followed up with positive action, with 57% communicating about their positive experience with others, and 41% recommending that someone make a purchase. Customers are uniting to form communities of common interest, to support and evangelize your brand or to destroy it. There is a dramatic disparity between what customers say to your business, and what they say about you particularly if their sentiments are unfavorable. Your contact centers must proactively seek out positive and negative chatter about the brand you ve worked so hard to establish. Another example of how the customer is the contact center is in the area of support. More and more companies support functions are being offloaded to community or forum sites through articles written by super-users of the company s products. Are your support agents in lock step with the solutions and fixes your brand advocates are writing about your products? Trend #3: Customers are trying to solve problems by themselves first, and want a seamless transition if they decide to contact you With the majority of people online doing everything from purchasing, to banking, to booking, to asking questions and obtaining support, the best way to keep customers loyal is to make it easy to contact you. You make this happen by setting up every online interaction to leverage browserbased (webrtc) contact. Customers simply click-to-contact from a web page and tell the contact center how and when to contact you. Once the contact is established, the information about where the customer was searching and what they were doing is captured, analyzed, and passed to the agent seamlessly. Waiting in queue for an agent is a thing of the past. The requirement for a seamless transition between web self-service and agent-assisted service is even more pronounced when the customer/prospect is using a smart phone or tablet to interface with you. Once they are communicating with an agent in real-time (a phone call, for example), adding multiple modes such as video, chat, , screen sharing, file sharing, co-browsing, etc., further enhances the experience. Are you set up to leverage the opportunity when customers reach out? *Source: Harris Interactive Inc., Customer Experience Impact Report 2
3 Trend #4: The renaissance agent Today s agents must master multiple new media and channels of interaction. The Millennial demographic shift in the contact center workforce and customer base mandates new interaction channels to accommodate their needs. To stay relevant, contact centers must align with this shift in technology, staffing, and training choices. If your customer base is multi-generational, doesn t it make sense that your agents be multigenerational? Different age groups prefer different ways to communicate so matching a 30-something caller with a 30-something agent is imperative for taking or maintaining a competitive edge. Is your contact center routing engine sophisticated enough to do this type of caller-agent matching? Trend #5: The big data effect no better place to start than the contact center All communication streams can be captured, indexed, tagged and harvested for customer intelligence (a more effective voice-of-the-customer model). Traditional operational metrics are taking a back seat to the gold rush of contextual and behavioral data provided by the proliferation of new customer end points (smart phones/tablets). Whether you are launching a new product or resolving major customer issues, take the opportunity to mine the massive data volume in your contact center to advance your goals. Many organizations are now using big data to not only understand the history but to forecast the future so that they re proactively managing customer relationships as opposed to reacting to fire storms. Are you working with a partner who can help you analyze the data and proactively leverage it to improve all facets of your business? Trend #6: DR should require no PR when it happens Your DR (Disaster Recovery) strategy needs to be seamless, with zero impact on your users and, more importantly, your customers. The days of paper-based DR plans and data centers in the same geographic region are gone. Your PR department should not have to defend a failed DR strategy. Many organizations are looking to the Cloud as the ultimate DR solution. Organizations should assess Cloud options to determine how close to zero-impact they can get. With natural disasters, epidemics, and weather disturbances on the rise, premise-based contact centers are either implementing a cloud-based overlay DR architecture, or are migrating to private and/or public clouds which have inherent disaster recovery built into the platform. Does your DR approach exploit the flexibility of the Cloud? 3
4 Trend #7: Web Self-Service goes Mobile Mobile apps have evolved from fun and games to valuable tools for buying goods, services and transacting business. The average consumer prefers self-service on the Web to talking with a live agent. With the proliferation of mobile phones in the hands of consumers, mobile apps are becoming the new channel for self-service. When customers zero-out to talk with a live agent while using your mobile app, they already have their mobile phone in their hand the successful enterprise must be ready to seamlessly turn this self-service experience into an agent-assisted experience. Does there s an app for that apply to your customer service? Now that you know what s in fashion with respect to the world of contact centers, are you going to be a trend-setter or are your customers and prospects going to look at you as a major faux pas? As Yves Saint-Laurent once said, Fashions fade, style is eternal. Let Siemens Enterprise Communications show you how to run your contact centers with style and make your competition green with envy. 4
5 amplifyteams Amplify collective effort. Dramatically improve performance. To continue the conversation, contact us! USA: +1 (800) UK: +44 (0) Germany: +49 (0) Siemens Enterprise Communications is a leading global provider of unified communications (UC) solutions and network infrastructure for enterprises of all sizes. Leveraging 160 years of experience, we deliver innovation and quality to the world s most successful companies, backed by a world-class services portfolio which includes international multi-vendor managed and outsourcing capabilities. Our OpenScape communications solutions provide a seamless and efficient collaboration experience on any device which amplifies collective effort and dramatically improves business performance. Together, our global team of UC experts and service professionals set the standards for a rich communications experience that empowers teams to deliver better results. Siemens Enterprise Communications is a joint venture of The Gores Group and Siemens AG, and includes Enterasys Networks, a provider of network infrastructure and security solutions, creating a complementary and complete enterprise communications solutions portfolio. For more information, please visit: or Follow us Siemens Enterprise Communications GmbH & Co. KG is a Trademark Licensee of Siemens AG Siemens Enterprise Communications GmbH & Co. KG Hofmannstr. 51 D Munich, 01/2013 The information provided in this White Paper contains merely general descriptions or characteristics of performance which in case of actual use do not always apply as described or which may change as a result of further development of the products. An obligation to provide the respective characteristics shall only exist if expressly agreed in the terms of contract. Availability and technical specifications are subject to change without notice. OpenScape, OpenStage and HiPath are registered trademarks of Siemens Enterprise Communications GmbH & Co. KG. All other company, brand, product and service names are trademarks or registered trademarks of their respective holders.
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