Not too long ago call centers only had to deal with phone calls from customers, but those days are long gone. Today consumers can use their smart mobile device or computer to call, text, email and even video chat with a call center agent using app or through Facebook, Twitter (News - Alert) or other social media platforms. All of these channels deliver different experiences, and if companies want to present the same quality customer experience across all these interactions, they have to understand each platform and use it accordingly.
Organizations have to deliver a digital experience that is the same by matching content, functionality and character across multiple contexts while meeting user expectations. Most businesses lack the expertise to appreciate the different nuances available on all the touchpoints, and although everything might appear be the same, the delivery is not a unified experience.
A hosted contact solution provides a means of directing inbound, outbound and blended traffic in voice, email, SMS or Web chat so customers can receive a consistent and informed service. Customers can service themselves with many of the different touchpoints, and if an automated service doesn't resolve their problem, they can reach an agent to solve any issue.
Bringing harmony and consistency across multiple channels as consumers jump from one device to another has to be a seamless transition. This requires delivering an overall experience with a thoughtful expression of the brand using design patterns, device-appropriate content and functionality. Without this comprehensive approach, each touchpoint will seem like a one-off disjointed standalone product.
To deliver a unified experience across all touch points the organization has to understand how each component contributes to the overall experience. This requires a clear customer experience strategy that delivers a coherent brand personality painting the same picture no matter where the message is delivered. The entire content and interactive element has to take into consideration how it affects the brand experience whether it is on traditional channels or digital interfaces.
It is therefore incumbent for businesses to conduct user research so they can understand user behavior and motivations to determine where the current experience is underperforming, and create new experiences that meet customer expectations. This problem is growing as users' demands increase across the different touchpoints. Finding the right customer experience professional is therefore essential to advance the organization's stated strategic priority with a sustainable digital customer experience agenda.
Edited by Maurice Nagle