How CCaaS Supports Contact Center Performance and Improves Customer Experience | VanillaMore

Customer service and customer experience are often confused and used interchangeably, which creates a lot of confusion. While it’s true that these two areas are intertwined, companies need to refine their understanding not only of their differences, but also of how they work together and how companies can provide the best experience for their customers, says Simon BlackwellCMO at TelcoSwitch.

Customer service can make or break relationships with customers, as it is the primary support function for answering questions or resolving any product or service issues that customers may encounter. Typically, customer service involves human contact, but with the advancement of artificial intelligence (AI), we are now seeing more technology involved in providing customer service. AI chatbots are used to handle frequently asked questions or to route initial requests to specific agents depending on the nature of the question.

From a company’s point of view, its need for service is often reactive, in response to commercial issues. Getting it right is all the more important to ensure that a customer isn’t completely lost.

Priority to customer experience

Customer experience is all about considering all interactions and managing them in a way that best impresses and satisfies your customer. These interactions can range from engaging with marketing materials to online inquiries, product demos to sales and after-sales support, but no customer journey is ever the same. The way each journey is managed plays a huge role in retaining customers, and even turns them into advocates for additional referrals and recommendations.

While some claim that the idea of ​​promoting “customer experience” boils down to simple smart marketing, the truth is that it plays an important role in maintaining good sales and company reputation. Recent search of PwC showed that 86% of shoppers are willing to spend more for an exceptional customer experience. Therefore, staying ahead of competitors when it comes to supporting customers should be a priority, lest businesses get left behind.

Many companies are turning to their CRM to meet the need for customer experience. Used correctly and optimally, a CRM should be at the heart of your business, yet many treat it like a digital Rolodex of contact information. Typically, businesses need more than just a CRM to support customers, implementing ticketing platforms, mailboxes, web contact forms, live chat solutions or AI chatbot, phone systems (more than anything else), messaging platforms and a range of social media channels to ensure they can communicate effectively.

Unify customer interaction points

To deliver an exceptional customer experience, unifying all these points of interaction is the best step to delivering a level of service that, from the outside, seems effortless. An omnichannel platform can be the key to this. In the eyes of your customer, you need to be knowledgeable about their relationship with you, what they are buying, their history with you in terms of conversations they had before and after the sale, and more. Again.

Creating an exceptional customer experience requires centralizing social channels, text messages, emails, and phone calls with every interaction recorded in one easily accessible place. All previous customer interactions should be visualized and managed, and with the integration of a CRM, chatbots and other communication tools, so that customers can receive faster and more accurate answers to their queries. Additionally, ensuring that messages and calls can be routed to the correct departments is possible with intelligent routing. This minimizes the duration of the overall customer service experience, while providing the best results for any customer who needs help.

CCaaS solutions for the digital age

Finding ways to implement omnichannel platforms into day-to-day operations can be difficult, but in recent years CCaaS solutions have grown in popularity. CCaaS or Contact-Centre-as-a-Service solutions help by providing businesses with synchronized communication channels. Managing traditional contact centers can be complex and expensive, and these solutions help simplify the process while reducing costs and improving business efficiency.

CCaaS refers to the provision of a cloud-based customer communication platform suitable for businesses of all sizes, hosted by a third-party provider within their cloud network infrastructure. Ownership of the hardware is not required by the end customer; Instead, customers “rent” space within the solution and pay for the service that comes with it.

Being cloud-based, CCaaS gives small businesses access to features that were previously only available to large enterprises, providing a scalable customer experience platform, which also offers great flexibility over solutions existing on site. Omnichannel capabilities are then added to customer service teams, giving agents every customer touchpoint at their fingertips.

Embrace CCaaS for better ROI

CCaaS systems offer myriad benefits when it comes to maximizing the broader customer experience while managing business efficiency and costs. Without the need for expensive hardware payments and on-site maintenance, businesses spend less overall. Its cloud-based nature allows businesses to also scale to meet consumer demand, without any loss in quality.

Simon Blackwell

Streamlined communications makes it much easier to track business KPIs, leading to faster and more informed decisions overall. By tracking interactions by customer complaint, flaws in support and procedures can be easily identified and improved, contributing to an overall better customer experience down the line.

By also supporting agents with improved technology, they can perform at a higher level in their role, which often sees extreme time constraints, unhappy customers and therefore high employee turnover.

An omnichannel contact center supports employees not only with centralized information, but also with AI that helps automate manual and repetitive tasks and answer basic FAQs that can be handled by conversational chat-bots, so that employees can work more efficiently while minimizing errors. Happier employees are more productive and only make the customer experience that much smoother and more impactful for the customer.

The author is Simon Blackwell, CMO at TelcoSwitch.

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