The contact centre feature enables customers to communicate with a company through various channels, consolidating all communication channels to provide a seamless and optimal customer experience.
Any company that interacts with external parties typically has a customer service department, commonly known as a contact centre, whose primary objective is to assist customers with their inquiries. This department serves as a point of contact for all customers, regardless of the nature of their questions.
A well-organised and effective contact centre integrates all modes of communication onto one platform. It goes beyond traditional communication methods such as phone calls and emails. By providing multiple channels of communication, customers have the freedom to choose the method that suits them best, resulting in an enhanced customer experience.
Contact centre = a unified place for communication
Nowadays, the challenge is that various contact channels are often operated by different vendors, resulting in difficulties with integration, limited oversight, and inefficient ticket management. The optimal approach is to consolidate these systems.
A contact centre solution is specifically designed for customer communication via various channels, such as email, phone, social media, or chat. As a company, it’s highly beneficial to aggregate these features into a unified platform to simplify customer dialogue management.
To monitor incoming tickets, many organisations utilize an integrated contact centre solution, which enables efficient ticket resolution and streamlined customer communication.
The customer decides the communication channel
In most cases, customers initiate their interactions with a company through Google, with up to 90% of customer service inquiries starting there. Whether they need to cancel a subscription, check their latest invoice, or update their address, customers tend to seek out the most appropriate communication channel to connect with the company.
By utilising an integrated contact centre solution, you can easily reduce any potential obstacles for customers and guide them towards the appropriate communication channels. This may involve displaying your email address or phone number in search results or providing the option for customers to send a chat message through the company’s Facebook page.
The key objective is to offer communication channels that cater to the customer’s preferences, rather than selecting the ones that are most convenient for your business.
5 common channels in a contact centre:
Telephony – generally a cloud-based Private Branch Exchange (PBX) featuring an Interactive Voice Response (IVR) system.
Email – consisting of separate email addresses for general enquiries, customer support, and personal correspondence.
Social media – encompassing platforms such as Messenger, Instagram, Twitter, and others.
Chat – providing a live chat option with either a human representative or chatbot.
Knowledge base/FAQ – a web page containing frequently asked questions and relevant information to assist customers.
An efficient contact centre requires competence and intelligence
An efficient contact centre requires competence and intelligence In order to maximise the benefits of the contact channels, you first require people with the right know-how. A smart contact centre isn’t just made out of channels but different competencies. This is the most important thing to solve tickets the right way. By dividing the contact centre into groups, every customer service worker can dig into specific areas and provide efficient answers – whether a customer calls, send a chat message or leaves a comment on Facebook.
To achieve an effective contact centre, you need to have skilled and knowledgeable personnel. The intelligence of a contact centre goes beyond its channels and involves various competencies. Competent staff is essential for resolving tickets correctly and promptly.
By organising the contact centre into teams, each customer service representative can specialise in specific areas and provide effective responses, whether it’s through phone calls, chat messages or social media comments.
While Interactive Voice Response (IVR) is a traditional aspect of a PBX, it may require manual management when it comes to social media channels. For instance, if a customer submits a ticket via email one day and then inquires about the same issue on Twitter the following day, your solution should be able to manage the query without requiring the customer to repeat their details, such as their customer ID.
Omnichannel – for unified customer dialogue
The objective is to provide customers with the flexibility to transition seamlessly between various channels while maintaining an uninterrupted dialogue with the company. Omnichannel is the solution to this challenge, allowing you to manage communication from different channels in a single, unified platform.
An omnichannel contact centre can connect all customer communications, enabling customers to move between chat conversations and emails while still receiving an exceptional customer experience. This is crucial in keeping customers satisfied.
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