Davox. The opening motif. Drifting through the hall, resounding from an
assorted collection of instruments: Unison, Ensemble, LYRICall. Theyve
played this piece before, such as when Davox teamed with AnswerSoft a few
years ago to move more aggressively into the inbound space from their
background in predictive dialing/outbound and blended call management. The
birth of Ensemble out of Unison might be directly attributed to this
earlier performance.
CellIT. A bold new strain, yet one already familiar to audiences at
halls nationwide. Indeed, a very popular past performer at our own Communications
Solutions Expo. So many interaction methods beyond the traditional
circuit-switched network voice, Web chat, e-mail, Web callback all
controlled with universal routing rules, and all converging at a single
point: the agent. This is the sound of customer interaction management
today, and tomorrow.
The question is, does bringing these two elements together result in a
Concerto? That remains to be seen, but one thing is certain: The
challenges that lie before the industry lie before this new company as
much as any other. Technology moves fast, but implementation and agent
training and retention move slowly, even while customer expectations
somehow seem to keep pace with technology. Putting aside for a moment any
possible issues with integration of old and new systems, are customer
contact centers and customer service representatives ever going to be
ready to handle, in real-time, the new contact methods brought about by
the Web? What about those resulting from the growing wireless market and
its various devices, from cell phones to PDAs to...who knows what? The
answer is that they must, of course, but when? I buy online all the time,
but with few exceptions, if I have serious problems with billing or
services or products, I know better than to try to get these problems
resolved via e-mail or Web chat.
Basics Of Business
These days things are tight all over, but the need for customer service
remains crucial to the survival and prosperity of retailers (e and
otherwise), service providers, wholesalers, distributors, etc. Companies
like the newly formed Concerto Software and their competitors are betting
their business on this simple fact. The trouble is that effective
deployments of such next-gen contact centers are still sparse enough that,
unless the end user/consumer wants to keep track of service options on a
case-by-case basis, its best for him/her to do whats most convenient
for the bank, utility, retailer, etc. that is, its best to just
grit your teeth and pick up the phone. Deploying these platforms is not so
much a matter of overcoming the technical issues that is being done by
companies like Concerto as it is convincing those who buy and use CRM
platforms that making and receiving phone calls and forcing people to deal
with vague touch-tone IVR menus is no longer acceptable. If they dont
keep up, they will lose out.
On a personal, anecdotal level, I would say Im seeing the very
beginning of this trend, although even calling it a trend at this
point might be too strong. I have had very positive, all-online
experiences with a handful of companies, such as Geico, Verve Hosting
(host of my private Web site), and so far with New York States E-Z Pass
system. But the vast majority of my customer service issues are still
resolved the old way: pick up the phone, key in my account number, wait in
a queue, speak my account number to Agent #1, get transferred, speak my
account number to Agent #2, and so on.
Concerto represents the sound of the future, which ironically might
just mean no sound at all, other than keyboard clicks or the tap-tap of a
stylus on a screen. The technology is there, and acquisitions like this
make perfect sense as the industry moves forward. Soon enough, customer
demand will convince the contact centers and service agencies of the world
that they need to keep up. The ones who have faced the music will find
they have a significant advantage over those who insist that theres
nothing new to hear.
The author may be contacted at lguevin@tmcnet.com.
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