Magazine article CRM Magazine

The Multi-Channel Cloud Center's Influence on Delivering Exceptional Customer Experiences

Magazine article CRM Magazine

The Multi-Channel Cloud Center's Influence on Delivering Exceptional Customer Experiences

Article excerpt

Customers are becoming more demanding about how, when, and through what channels they want to communicate. Although the phone continues to reign with only 33% of consumers preferring to use online services versus talking to a live agent (Forrester Research), the social media channel is growing and has a high profile that can't be ignored. As a result, a solid multi-channel contact center strategy plays a significant role in contributing to an organization's ability to excel at service. Following are tactics for implementing a multi-channel cloud contact center that provides a foundation for delivering exceptional customer experiences.


* Unified desktop--Intuitive graphical desktop tools offered by cloud contact center vendors make it possible to access any channel from one media bar. These tools are flexible enough to deliver multi-channel intelligence to dedicated teams or cross-trained agents. They allow agents to request a supervisor, transfer calls to another agent and other features designed to improve satisfaction.

* Centralized management--Web management capabilities make it easier to manage agent pools by grouping according to geography, skills, queue assignments and many other properties. Top level dashboards must be able to drill down to agent level performance. Managers need access to queue group assignments and real-time queue status.

* Cross Channel Intelligence Providing real-time information to an agent with a recorded key word or phrase from the automation channel prior to receiving the call is an example of cross-channel intelligence. The benefit is that an agent does not have to ask to repeat information that was already provided in the voice automation channel. Captured detail also allows agents to tailor their dialog with customers and handle the call more efficiently.

* Customer Journey Reporting--To obtain an accurate assessment of contact center performance, evaluate customer interactions across multiple channels as a unified experience. For example, call recording must be captured as a complete experience regardless of the number of transfers such as IVR to agent or even from one agent to the next.


* Flexibility--The benefit of cloud contact centers is that many deployment options can cost effectively change as your contact grows. Ask about the flexibility to add new channels, agent seats and your choice of carriers.

* Test environment--Prior to deploying an application, it is important that a cloud vendor perform rigorous quality assurance testing. …

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