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Mike Rehmann - ContactCenterWorld.com Blog
It’s no secret that the customer experience (CX) is a priority for most companies. In fact, 72 percent of businesses say that improving customer experience is at the top of the list.
To make the right CX improvements however, business leaders must successfully identify customer pain points and implement the proper mix of technology and customer service processes to drive brand loyalty. Despite this, as they race to stay competitive, many jump to implement new technology without realising they are putting the customer experience in a precarious position as a result.
The customer experience is at a breaking point—and the emphasis businesses are putting on the increase in communication channels and technology is shifting the focus away from what matters most: people. The people in the contact centre can truly personalise the customer experience, and business leaders must recognise them as critical to success.
Technology doesn’t build loyalty
Customers love a personalised experience, and smart companies are tailoring interactions to meet their needs. Why? Because 44 percent of customers will likely repeat a purchase if the experience is right. Given the increase in customer interactions and growing number of channels, many leaders turn to technology in order to give customers the “anytime, anywhere” service they demand.
Whilst various self-service and automated solutions give call centres unprecedented reach, rapid adoption can prove challenging with unintended consequences. Technology deployments are only effective if the right strategy and goals are in place, and often, in the rush to stay ahead of the competition, many businesses end up prioritising technology over people, which can harm the entire experience.
To ensure an organisation is providing the best possible customer service, particular focus must be placed on the contact centre to implement solutions that better equip content centre agents to give customers exceptional service. Otherwise, companies risk hitting the breaking point and alienating customers.
Putting the person back in personalisation
The path to avoiding the breaking point is to evaluate technology and determine how it benefits both contact centre employees and customers. By creating the right omnichannel strategies and implementing technology that maps back to each point in the customer journey, organisations can leverage solutions that keep people at the centre of the customer experience.
A great first step is to look at technology like a pyramid. At the bottom is the automation and self-service technology that serves as a first point of contact. If a customer tries a self-service route and is unable to get the answers s/he needs, then the customer should easily be able to move up the pyramid and speak with a specialised agent. This often requires a mentality reset, and it’s important for companies to rethink the requirements and skillsets for agents and view them as critical to customer experience success. When customers are met by a team of experts who are highly-trained, empowered and relatable, it can help brands find the perfect balance between technology and the human touch.
Second, companies should look for ways to implement tools and solutions that enable these agents to deliver a personalised experience when customers need them most. After all, what better way to discover customer pain points than through the people who are speaking directly with them? All of this information can better equip agents to build great relationships with customers, allowing them to make informed decisions that benefit customers and help loyalty to flourish.
As the importance of the customer experience continues to grow, the importance of people must grow as well. By removing human interaction in favour of technology, interactions can become too impersonal and customers are left feeling cold. Human interaction is imperative to the customer experience and it’s contact centre agents who can make or break the experience.
Successful brands will be the ones that find the right balance of tools, technology and people, and will incorporate the contact centre into the journey that keeps customers coming back for more.
Publish Date: June 6, 2018 3:03 PM
It is important to realise that if your organisation operates outside of the European Union (EU) and you have just one EU contactwithin your contact centre database, you need to understand and comply with the looming General Data Protection Regulation (GDPR).
Your time to prepare is running out—the new regulation goes into effect on May 25, 2018. By this time, qualifying organisations must either demonstrate they’re compliant with the GDPR or prove they’re working toward becoming compliant with it.
While the law is not about fines, non-compliance will be painful, with administrative fines of up to up to €20 million or four percent of a company’s annual global turnover—whichever is higher. If you’ve been putting the GDPR on the back burner, it’s now time to face it head-on. Here’s what you need to know and how Calabrio can help.
How the GDPR Impacts Your Contact Centre
The GDPR significantly expands your contact centre’s responsibilities because it significantly expands customers’ rights over their personal data. Here—at a high level—is what it does and the expanded rights it gives your customers around “consent.”
- Right to be informed. The GDPR gives individuals the right to be informed about the collection and use of their personal data.
- Right to restrict processing. The GDPR allows individuals to “block” or suppress the processing of their personal data.
- Right to object. With the GDPR, the individual has the right to object to the processing of their personal data unless you can demonstrate legitimate grounds for processing.
- Rights in relation to automated decision making and profiling. The GDPR provides protection for customers against systems that make decisions solely by automated means without any human involvement and against the automated processing of personal data to evaluate certain things about an individual.
- Right of access. With the GDPR, you need to be able to locate every piece of customer data stored within your workforce optimisation (WFO) system and communicate how it’s used, should a customer request that information.
- Right of rectification. The GDPR empowers customers to request corrections to any of their personal data, so your contact centre agents and other system administrators need easy ways to find, update and document changes to this personal information.
- Right to erasure (the “right to be forgotten”).The GDPR also empowers customers to ask you to delete all data gathered about them—requests with which you need to comply as long as the data is no longer needed to achieve the purpose for which it was originally gathered or your legal basis for gathering it was the individual’s consent.
- Right of data portability. The GDPR enables customers to ask you to hand over all of their personal data in a commonly used format, like CSV or XLS, which they then can reuse for any purpose across different services.
These requirements might seem like heady stuff, but they don’t have to be.
Calabrio Makes GDPR Compliance Easier
Calabrio ONE’s advanced data capture, data viewing, data deletion and data protection capabilities give customers control over their personal data. And, by making it easier for contact centres to log and retain evidence of customer consent, Calabrio helps your contact centre more easily comply with the GDPR.
- Data capture. Calabrio ONE can capture personal, sensitive customer data during the interaction—such as email address, first name or last name and custom metadata options—in text form or from recorded calls, or can sync this data from the automated call dialer (ACD) or other contact centre systems. Calabrio’s data capture capabilities also can track consent and securely store personal data along with vital, unstructured data collected from the ACD or from voice or email interaction.
- Data viewing. Calabrio ONE’s reporting solutions—along with ad-hoc export capabilities—can help you quickly retrieve data in an easily viewable format for customers requesting that information; the system also identifies key system changes or updates.
- Data deletion or anonymisation. Calabrio ONE workflows easily can delete and purge a customer’s data and associated records—including removing all identifiable data1—if the customer requests that action.
- Data protection. Calabrio ONE leverages a variety of industry standards and best practices to protect our customer data;2 of particular note is our end-to-end RSA 2048/AES encryption, which encrypts customer data—including recordings—at the source, in transit and at rest, at no additional cost.
The GDPR deadline will be here in less than 75 days. Make sure your contact centre is ready for it.
Publish Date: April 13, 2018 7:34 PM