On-demand products vendor VoltDelta (News - Alert) recently published a white paper, titled “Shatter Channel Boundaries to Deliver Remarkable Customer Care,” providing some examples of how an integrated multi-channel hosted service enhances customer satisfaction while reducing cost.
Too much good stuff in the paper to adequately summarize here, but we can hit the highlights:
Voice self-service. An engaging voice self service combined with a well designed voice user interface helps to anticipate customer needs by delivering dynamic IVR menus based on past caller information. Multi-channel integration can take an experience to a new level with text message confirmation for mobile callers, or eliminating the dreaded requirement to repeat detail.
Agents and automation. A well-designed automated system provides access to live agents for more in-depth interactions without sending callers through a myriad of menus. Many callers’ first contact with an organization by phone is via the voice self service channel. A well designed system provides agents with information “whispering detail” from the IVR system making what appears to the caller as an intelligent transition across channels.
Using data across channels to personalize the experience. There are three primary ways this is done. History focuses on the relationship an organization has with its customers, including current products purchased, demographics of the customer, past buying habits on individual transactions and the like. Memory uses the preferences and last actions of the caller, and knowledge of customers looks at unique external data during a customer interaction. For example, a caller can be flagged as a “New Mover” from an external data source which triggers dialogs in an automated system for special offers.
And most importantly, how do you know it’s working? Statistical reporting across all contact channels helps, but voice recording that captures interactions within and between channels as a single entity provides “moments of truth” as an automated dialog interacts with a caller. To get the most out of this, look for complete call recording capturing the prompt and caller response and transfer points while traversing multiple channels, a graphical user interface to make it easy to search for specific call types, pinpoint transfer points, and share audio files throughout an organization and recordings that also consider the agent’s perspective with video of the desktop as well as the complete audio interaction.
David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.
Edited by Chris DiMarco