Contact Center Event Highlights
Some of our team spent quality time at the Contact Center Executive Exchange and the corresponding Future Contact Center Summit last week. To share some highlights and keep you in the loop on trends, here are our take-aways.
The Exec Exchange focused on the major challenge of improving the quality of multi-channel operations and increasing customer engagement by integrating the right technologies. How to effectively share data across customer-focused departments was also a hot topic. Of course, we prescribe CRM for that, in combination with SURVE to integrate feedback into the mix.
There was no disagreement that the customer is in control now. Imagining new ways to provide self-service options and agent access to transaction history is critical to meet the high expectations of customers. We particularly liked how this event introduced the idea of positioning the contact center as a “customer experience center” and “listening service” for the whole company. Yes!
As for the Summit, we walked away with interesting feedback from sessions and conversations with attendees. The rallying cry was that the financial impact of customer service is very real. The goal is to balance today’s priorities of delivering great customer experience (so as not to affect financial performance), while continuing to evolve toward an even more efficient future.
Some of the ways people are tackling these challenges:
- Strategically structuring feedback in CRM to get the best value from that information, such as directly improving CSAT scores and resolving issues more quickly. Here’s a real-world example of how one company does this.
- Using CRM to turn data into action, which in the context of contact centers can mean setting up triggers or tasks based on certain kinds of feedback. See this article for CRM-related insights
- Leveraging text analytics technology to process and understand excessive amounts of open comments. Here’s a solution to help do this.
It’s an exciting era in the contact center world and we were thrilled to be a part of the conversations last week, as industry leaders met in Florida. Let us know if you’d like to discuss any of the concepts above and please take a look at how SURVE by Clicktools benefits contact centers by enabling integration of feedback in CRM.