Managing the moving parts that drive CXM success

by Anita Stein, AT&T Product Marketing, Contact Center Solutions

If you can remember the "call center," you might also recall an over-riding feeling of disempowerment. As a customer, it would begin as you waited to talk to an agent and continue to grow as your hope of an informed conversation or satisfactory outcome would often be met with frustration and disappointment.

Before "call" centers became "contact" centers, a lack of technology, data, and process integration meant a lack of empowerment for both customers and agents. Digital technology, voice and data integration, and CRM systems changed it all and that led to the first incarnation of the contact center.

Today, the contact center has evolved to become a vital tool and resource for successful Customer Experience Management (CXM). As a hot spot for interaction, it can best serve the customer when it helps an organization to understand customer situations, needs, and expectations fully.

For customers and agents alike, the days of disempowerment have long gone. With more presence, power, and choice than ever before, customers know when a company isn’t aligning their technology, processes, and people to satisfy their needs or encourage their loyalty. Hence, the growing demand for CXM and customer insight that can only be gained from all touchpoints and channels across an entire organization – with the contact center at the hub.

Transforming the customer experience

According to Gartner, the definition of CXM is: "the practice of designing and reacting to customer interactions to meet or exceed customer expectations and thus increase customer satisfaction, loyalty, and advocacy." In terms of outcomes, Forbes defines CXM as: "the cumulative impact of multiple touchpoints" over the course of a customer’s interaction with an organization.

The key challenges for CXM are threefold: creating consistent brand experiences across channels, integrating channel and brand experiences, and consolidating data into a single view of the customer.

From a contact center perspective, AT&T has the technology to drive digital transformation and successfully meet these challenges. However, just as CXM programs need to contain several moving parts (strategy, governance, data collection, and reporting), so should any comprehensive contact center solution.

Contact center transformation represents the sum of many changes that include platform, processes, workforce, contact channels, customer journey, and cultural transformation. For businesses looking to enable these transformations, the choice of solutions partner becomes critical to success.

With over 30 years’ experience working with contact center executives, AT&T can bring together the right technology and strategic operating model to deliver an integrated, omnichannel customer experience that can support a successful CXM program across the vertical spectrum.

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