Call Centre Technology Roars Ahead
Call centre IT specialists are integrating just about any channel of communication into their service delivery. The humble telephone and fax machine play second fiddle to the latest innovations.
Communication via SMS gateways, Natural Language Speech Recognition and web services are now dovetailing with broader marketing and customer service activities.
In particular, the growth in take up and ability of web services is phenomenal. Those committed to excellent customer service are advised to steer clear of the artificial intelligence of ‘chatbot’ and invest instead in custom designed email, click to call and web chat facilities.
Web chat is making its mark with improvements to sales ratios and customer loyalty. Market research indicates web chatters are three times more likely to buy online, their orders are 35% larger and they are twice as likely to be return shoppers.
Email, if well managed, offers fast and cost effective response to any customer contact. The use of templates, customised forms and comprehensive FAQ sheets deliver consistent information to customers. Tailor made systems allow for detailed routing, tracking and delivery of emails. Such systems also integrate with other channels of communication.
For example, an online customer attempts to make a purchase only to find the item is out of stock. The customer “chats” online with an agent about when the item will be available. The agent needs to enquire further and get back to the customer. The agent gets a reminder the next day to email stock availability to the customer, who then places an online order.
Successful transaction, with all the data stored for future reference.
Click to call is another intelligent development to the contact process. Again, the customer clicks on line and provides a telephone number. Depending on where the customer is within the website, the telephone number will be routed to an appropriate agent.
The tracking ability provides the history of the customer, transcripts of previous dealings and account data. The customer receives a timely and relevant call from an agent, be it account related, technical or product information.
The latest call centre technology developments obviously come at a price. However they offer savings in time, improved service and increased sales. The human element of the customer service transaction is optimised.
Through data tracking and history building, centres are able to create a self-service database for their customers. It also reduces the need for all agents to be under the one roof. Multi site sharing of information is a real time option.
Call centre managers must recognise where benefits lie for them. Customised systems and a skilled workforce ready to integrate the technology across all their activities will deliver a competitive edge.
Recent developments are another major step forward in the evolution from call centre to contact centre. Consumers are fast adapters to new technology. It is the call centre industry that must act quickly to keep pace with the service options available.
