Workforce Optimization Can Help Enhance the Multi-Channel Experience

The customer service space has evolved considerably from the days of customers making a quick phone call or sending a letter, sure to receive a mailed response within a week or two. Today, we expect to reach a customer service rep immediately and receive resolution to an issue just as quickly. Without workforce optimization within the call center to try and meet such expectations, customer service experiences can quickly deteriorate.

This NICE blog examined the “good old days”, reminiscing somewhat on the simplicity that existed within customer service channels in the past. This quickly changed in the 1980s when fax machines and mobile phones were first introduced, and now e-mail, SMS and social media are popular channels for interaction.

Why the changes? Automated platforms are much less expensive than live calls and customers prefer many self-service options. The challenge for the call center, of course, is to still effectively manage these channels with proven workforce optimization solutions. In taking this approach, interactions can be coordinated across channels to eliminate repetitive actions on the part of the customer and improve service deliveries across the board.

One study conducted on “considered purchases” among U.S. consumers, NICE found that 70 percent of large enterprises do not remember customer information from one touch point to the next. Additionally, nearly 80 percent of consumers reported that information had to be repeated during complex experiences. Workforce optimization can help to eliminate these problems, but not all companies leverage its capabilities.

Why would a move to workforce optimization matter? This same study found that consumers that had to interact with companies without touch point information interaction were 50 percent less likely to recommend that company and had purchase rates 24 percent to 35 percent lower. One company discovered that they had a poorly designed IVR that forced customers to call an agent. This lack of workforce optimization not only degraded the customer experience, it also wasted agent time.

Workforce optimization can help you take the necessary steps to begin to integrate all channels together so they work in harmony. You know you need the multi-channel experience, but you have to make it work for you. Customers do want access to self-service, but they don’t want to make the process more complicated if they need to speak to an agent.

Likewise, you can turn customers into advocates for your company if you handle their interactions with excellence across all channels, especially social media. If you are not getting the results you need from your multi-channel environment, it’s time to take a look at the changes you need to make to drive success.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO West 2011, taking place Sept. 13-15, 2011, in Austin, Texas. ITEXPO (News - Alert) offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. To register, click here.

Stay in touch with everything happening at ITEXPO… follow us on Twitter

Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Jennifer Russell