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Voice to Digital Transition - Jacada - Blog

Voice to Digital Transition

How digital can enhance traditional voice communication

While an increasing number of customers are moving to digital channels, voice remains extremely popular. Combining digital with voice could thus give your center a competitive advantage.

Contact centers today have clearly incorporated digital channels into their customer engagement model, and this transformation has created a growing need for an integrated experience in the omnichannel environment.

With customers today becoming increasingly tech-savvy, these digital channels are not only proliferating, they are having an impact on every aspect of communication, with an increasing number of customers only resorting to the telephone when all other options have failed to resolve their query.

Voice, however, still remains a popular channel, albeit one that is particularly expensive for the contact center. For this reason, the benefits of bringing digital resources to a voice call, or transitioning or merging a call with a digital interaction when a customer phones a contact center are enormous.

Self-service channels have already largely stripped the simple interactions – like tracking the delivery of a package or requesting an account balance – from agents. Automating these issues within the contact center has meant that only the tougher ones are left for human agents to handle.

This, of course, means that the calls that do end up in the contact center are more complex and contentious, which in all likelihood will mean longer average call durations. Since on the customer’s side, the telephone is inevitably the means of last resort - indicating that they are probably fairly irritated by the time they call in – while it is the most expensive and complex interaction for the contact center, some way of making this interaction run as smoothly as possible is clearly required.

Which leads us to the benefits that can be gained by adding other channels into the voice mix, channels that not only make life easier for the agent, but ensure that the customer completes the call in a positive and happy frame of mind.

For one thing, Intelligent Virtual Assistants are today capable of intelligent, human-like dialogue with consumers. Chatbots like this have access to a rich set of features, including the ability to understand complex inquiries, ask clarifying questions and personalize responses. Moreover, these solutions are able to capture, analyze and aggregate each conversation to deliver real time insights.

They can also learn from past and current live agent interactions, as well as other engagements happening in the digital channels, in order to constantly optimize their behavior and improve the accuracy of their responses. While such a solution would likely entail digitally pivoting the caller over to the chatbot, rather than using the virtual assistant in conjunction with the live agent, an effective chatbot would offer a useful customer service outlet in certain instances.

Another digital tool that holds plenty of potential is that of an online chat system, which can offer customers immediate access to help, rather than having to wait for lengthy periods in the phone queue. Wait times for these chats are considerably shorter and customers are also able to multi-task while waiting.

Furthermore, agents immediately have access to each customer’s browsing history, shortcuts, co-browsing features, and many other helpful tools. This knowledge will enable the agents to deliver better, more relevant support to clients, at a cost per interaction that is lower than most alternative methods, like phone or email support.

From the contact center’s point of view, online chat offers quicker response times, which means that the agents spend less time on an interaction, thereby enabling them to handle more queries in the same period. In addition, the agents are also able to support multiple customers simultaneously, making it far less costly than the telephone.

One of the best technologies to combine with the telephone is that of co-browsing, which is particularly useful in instances where customers need help resolving an issue. This tool enables an agent to see and interact with the consumer’s computer, smartphone or tablet screen. Therefore, throughout the conversation, both parties are always on the same page and the agent can more easily talk them through what needs to be done. Alternatively the client can hand over control of their screen to the agent, who can run through the process remotely, while they watch.

Co-browsing technology really lends itself to first contact resolution, because screen sharing immediately provides the agent with context and an overview of the issue that the customer has. This means their time is optimized, as they don’t need the customer to undertake an in-depth explanation of what is wrong. Rather, they are able to see the problem for themselves and can begin resolving it straight away.

Customers also appreciate the hands-on nature of co-browsing, as well as the resolution speed it generally offers – but more than that, it improves their experience by effectively offering them a form of training that will empower them to solve a similar problem in the future by themselves. It also allows the contact center to gather a vast amount of useful information about the customer, which can be utilized further down the line to further personalize the service offered to them.

Yet another technology that is coming into its own and offers great benefits to both agents and customers is that of video. This can help in multiple ways - not only is it useful as a way of facilitating face-to-face chats between agents and customers, it can also be utilized as a means of visual instruction for self-service troubleshooting.

For the latter, videos can be used to help bring your brand to life through a series of simple ‘How To’ videos, or by showcasing the advantages of a particular solution – something where a picture is not only worth a thousand words, but can get the message across much more easily, in a quick and simple manner.

On the other hand, making use of video in respect of live support enables your agents to deliver a face-to-face interaction that is more personable than a voice-only contact can ever hope to be. And customers that find their problem resolved rapidly, by an agent whose face they are able to see – which makes them that much more human to the customer – will inevitably conclude the transaction with an enhanced sense of satisfaction.

Moreover, considering the proliferation of smart phones today, video calling may even be more cost-effective from a customer perspective. It is definitely a great way to show off products or services that the consumer can’t experience for themselves, and an equally enjoyable way for them to have any queries they may have about such products or services answered.

There can be no doubt that digital transformation is changing the way in which contact centers operate. As we move forward, the ability to either link additional newer technologies to the traditional telephone – such as through the video calling mentioned above – or by pivoting callers to a technology that can solve their problem more quickly and effectively is a very clear means of improving customer service, enhancing customer loyalty and at the same time making life a little bit easier for your agents.


Publish Date: September 1, 2017 5:00 AM

2021 Buyers Guide Training


Call Centers
Contact Centers
Admin Training
Supervisor Training

Davis-Mayo Associates

"Service Excellence" Customer Service Training
Live onsite training for your teams. Experienced by more than 450,000 people in 48 US states and 18 countries. No-nonsense approach by our experts with field-test content customized to your situation and using your scenarios.

Lieber & Associates

Training Executives, Managers, Supervisors, and Reps
Lieber & Associates provides training for all levels of the contact center team. The firm customizes its off-the-shelf trainings to meet your specific company needs,

Executive and manager sessions address topics such as customer experience, metrics, technology, AI, and video calls. Supervisor sessions train your leaders to better coach and motivate reps. Phone staff modules include sessions on customer service, order-taking, cross-selling, handling difficult calls, phone "soft skills," and more.
PH: +1-773-325-0608

Manitoba Customer Contact Association

Making Training and Development Part of Your Corporate Landscape

Organizations are always on the look out to save money and make more profit. Usually when it comes to crunch time some leaders will scrap training in order to tighten the belt. The downside of this is the cycle it creates.

Because some employers see training as a flexible benefit, employee development is often taken off the table. When employees don’t feel valued it becomes easy to see a revolving door. The constant need to hire goes up which ultimately means costs go up; we know that hiring costs more than retaining the right people.

Start the conversation: Explore our Training Page
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PH: 204-975-6468

OMNI HR Consulting (Pty) Ltd

Human Capital & Organisational Development
Omni HR Consulting provides business and people development solutions through Training and Consulting services.

We work across a number of sectors to provide solutions from both a Skills Development / Business perspective.

Skills Development: accredited & non-accredited learning solutions including Learnerships, RPL solutions and Skills Programmes, including a curriculum for developing future skills.

Business Solutions: are designed to be customisable, relevant and industry-related to support businesses to achieve their strategic objectives and needs.
PH: +27 21 685 9160

Orion Learning Services Inc.

Learning & Development
Learning & Development for Agents, Supervisors, Managers and Administration/Support Staff

Orion Learning is a global leader in providing accredited learning and development solutions for organizations globally. We offer call/contact center certification programs for Agents, Supervisors and Managers, business certifications and examinations for wide range of topics including project management, change management and service management, leadership soft skills and a full suite of assessment tools which can be used for recruitment, talent management, succession planning and coaching/mentoring. We deliver our solutions to global community and all of our solutions are delivered digitally.
PH: 1-416-992-5158


VADS Training Center
PT VADS Indonesia as a Learning Center provides trainers, modules, development programs for individuals and teams. VADS Indonesia owns a vast curriculum for training provided by local trainers with flexible training locations that can be arranged at the client's place or PT VADS Learning Center. VADS Provide knowledge process, transformation consultancy, customer service training, leadership training, interpersonal development, and training for trainers.

Benefit :
- Customizable training by experienced trainers
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PH: 0217991445

The Forum

Get connected to raise standards. Established in 2000, we are celebrating 20 years of best practice, our community of professionals is recognised as the ‘go-to place’ for innovation in customer operations, from contact centre and digital to field, back office, branch & retail services, working across all industry sectors.

We offer an independent and trusted space for learning and sharing, proud to welcome members are into a thriving and active community to network with other like-minded professionals. Benchmark against the best in class and learn from innovators and pioneers. Our team of independent experts can also offer bespoke advice, consultancy and training. We have helped many organisations develop the capability of their vital support functions.
PH: +44 (0)3331235960

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