4 ways to turn your contact center into a customer experience dream

Businesses look to adapt as the contact center business model evolves

by Mike Rajich, Director of Contact Center and Enterprise Routing Product Management, AT&T

Decades after the first one opened, contact centers remain one of the primary ways the public interacts with businesses. But providing a great customer experience today is much more challenging than it was in the beginning.

Consumers often expect more services, information and options, all delivered seamlessly at their convenience. And companies are working to deliver these.

Deloitte’s 2017 Global Contact Center Survey found that most of the 450 participating organizations believe the contact center business model is evolving, and they’re searching for ways to make their contact centers more responsive and provide more value to their customers.

If one of your business goals is to improve your call center, start by evaluating these four areas.  

1. Take stock of your contact center strategy

To help refine your strategy, there are several questions you should try to answer.

  • Have you clearly defined your primary audience?
  • Do you have a strong idea of why they call you and what they expect when they reach out to you?
  • How closely does your contact center strategy align with your corporate branding strategy?
  • What is the customer experience you want your customers and employees to have, and how could you strengthen its alignment with your corporate strategy?
  • Are your metrics giving you a good overview of how well your contact center is meeting the audience’s needs?
  • Do your employees have the tools they need to provide the level of support you want delivered?

Consider operational and structural changes that could enable your contact center to deliver the improved Net Promoter Score (NPS) you seek.

2. Take a multichannel approach

Just a few years ago, you probably offered customers two ways to reach you: phone and email.

Today, though, clients also expect your company to be available through text, social media, video and live chat, and more. 

A multichannel approach integrates them into a single, seamless experience rather than treating each option as a single, standalone channel. Customers can contact you using the channel of their choice, then switch to the channel best suited to solving their problem.

For example, a customer who texts your contact center about an issue with a product can move to a video chat for a demonstration of possible solutions. And the information the customer has given your representatives follows him from channel to channel, so he never has to repeat himself.  

3. Become more efficient

Making it easier for customers and your agents to accomplish some tasks can improve the contact center experience all around.

Consider tools like an interactive voice response system that lets customers quickly get basic information – like business hours or addresses for your offices and stores – and make payments; or bots that provide automatic responses to standard questions.

Automate repetitive tasks like creating tickets for follow-up service, logging recordings and resolution of calls, and routing sales questions to the proper team. Cutting down on administrative tasks your representatives perform frees them up to spend more time helping customers.

4. Give your team the right tools, training, information and support to deliver a great customer experience every time

Analyze your contact-center data to see where there’s room for improvement. Solicit feedback from your agents on what they need to do their jobs better.

Be sure every agent has a comprehensive understanding of your business, its products and goals, and their role in achieving those goals. Thoroughly train them on every channel, and bring them up to date on any changes in features or processes.

Additionally, establish best practices for handling calls, and empower your agents to make decisions when assisting customers.

Expertise to help you deliver what your customers want

Technology and consulting services can help you efficiently connect your customers with service and support, reduce costs and help your agents deliver an exceptional experience. AT&T draws on the expertise of industry-leading contact-center architects, data scientists and customer-experience analysis to help you:

  • Assess your overall contact center strategy
  • Get valuable insight into when, why and how often your agents initiate sessions from each channel
  • Save money by identifying technology and process problems and inefficiencies
  • Identify issues that might affect the quality of customer interactions

AT&T’s consulting services draw from the company’s extensive experience in contact-center solutions, including:

  • More than 30 years offering 800/toll free and advanced feature services
  • Over 20 years providing contact center premises-based solutions
  • Over 15 years supplying managed IVR services
  • Partnerships with other leading solution providers

Ready to turn your contact center into a customer experience dream?

Learn more about solutions and services that can help your business provide a more positive experience for clients and staff.