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How Multi-Channel Marketing Transforms Contact Centers - Mitel - ContactCenterWorld.com Blog

How Multi-Channel Marketing Transforms Contact Centers

In the Mad Men era (circa 1960), consumer marketing was fairly simple. Spending was primarily on mass media such as broadcast commercials and print ads. If a customer had a question, they’d pick up the phone to call customer service.

Today, brands promote their products and services in a media landscape that’s far more intertwined than yesterday’s “one-to-many” approaches. Consumers learn about their favorite brands in entirely new and more personalized ways such as blogs, websites and social media, to name just a few.

Changes such as these have significantly altered consumer behavior. Customers today have embraced these new methods of communication, and as a result, have more options to engage with brands. While many still reach out by phone, they also may start a web chat, tweet, post a Facebook comment or even send a text message.

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This is why “call” center has become something of a misnomer. The term no longer describes the full scope of the customer service team’s responsibilities. In the world of multi-channel marketing, the “call” center has become a contact center. Beyond syntax, below are a few examples of how changing customer expectations have impacted the customer service.

Role Change: From Support to Relationship Expert

People and problem-solving skills have always topped the list of job requirements for customer service representatives. But exceptional customer experience is now a competitive differentiator, which makes these skills vastly more important. What’s more, the multi-channel environment has made exceeding customer expectations far more complex and challenging.

As a result, companies need higher-level talent in their contact centers. Agents must be adept with technology, able to manage conversations in several channels at once, and make quick decisions to resolve issues quickly. They also need to be as comfortable speaking to customers via video chat as they are on a phone call. These are markedly different skills, but they’re essential to delivering a stellar customer experience.

Geographic Change: The Contact Center Comes Back Onshore

With customer experience now a top priority for brands, more businesses are bringing their contact centers back onshore. Contact center contracts with significant onshore delivery rose to 53% in 2015 from 35% in 2010, according to outsourcing consultancy and research firm Everest Group.

With the contact center located at headquarters, executives can more effectively manage the transformation to a multi-channel customer experience. The close proximity also enables them to monitor performance and adjust operations in real time.

Driven by the availability of more flexible cloud contact center solutions, many companies are building teams of remote agents to manage local support and spikes in activity. If business picks up without warning, managers can quickly scale operations by activating remote agents with just a couple of clicks.

Expectation Change: Increased Demand for Personalized Service

It’s ironic, but multi-channel marketing has raised customer expectations for personalized service. To deliver on this promise, agents need complete customer information at their fingertips. This is why more contact centers are integrating CRM applications into their contact center solutions. By building a window to the customer, companies can provide personalized service in any channel.

Insight Change: Qualitative & Quantitative

Multi-channel marketing has created more ways for customers to reach out to businesses. It’s no longer unusual for the same customer to like the company Facebook page, use self-service options on the company’s website, and begin a web chat with the contact center. Yet, integrating and unifying these interactions is crucial for creating a positive customer experience.

Metrics based on these interactions can provide managers with invaluable insight about how to improve customer interactions. Yet, many companies don’t have infrastructure in place to support this. Just 17% map the customer journey, according to an Econsultancy.com Ltd. survey, and 83% are unclear about their customers' path and intentions. By integrating CRM and contact center solutions, brands gain the insights needed to deliver more effective customer service.

Clearly, multi-channel marketing is transforming the contact center and having an impact on customer experience. But it’s still early days, with many businesses only now putting the pieces in place to change how they interact with consumers. And since creating a unified multi-channel experience is the No. 1 priority for IT and business leaders, according to Gartner, we can be sure this transformation is far from over.

Learn more about ShoreTel’s contact center solutions.

Source: http://shoretel.com/blog/how-multi-channel-marketing-transforms-contact-centers

Publish Date: March 29, 2017 5:00 AM


2021 Buyers Guide Speech Technology

 
1.) 
Agara

Agara is an autonomous virtual voice agent powered by Real-time Voice AI. It is designed to have intelligent conversations with your customers, vendors, and partners without any assistance from human agents. It can handle a wide variety of calls including inbound customer care calls, outbound lead generation calls, appointment scheduling calls, and overdue payment recovery calls.

Agara is available for several industries including banking, insurance, retail, e-commerce, airlines, and telecom. Powered by advanced Real-time Voice AI that understands speech in real-time, automatically determines the right process to follow and guides the caller along in the process with natural conversation.

2.) 
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.

3.) 
Call Tracking Metrics

Execute automated actions based on words spoken by your customer.

Our intelligent word detection and transcription tools make it easier for you to decipher the content of your customer conversations and automate action based on those insights.

Transform the audio of your calls into speaker-organized scripts so you can easily search your call log for specific words from a conversation, or automatically detect when words of intent are spoken by your customer.

Listen in on and highlight common patterns in order to execute triggers to initiate a new action or workflow, such as emailing a manager if the word “cancel” is spoken on a call. You can also set up to automatically redact content from a transcript, such as sensitive health information transmitted on a call.

4.) 
Daisee

Daisee
Daisee builds technology that empowers people to solve problems by making interactions simple and smart so they can have a more significant impact, be more productive and be better at what they do. We believe incremental improvements carry huge potency and provide exponentially greater change for the better.

Genesys customers can now automate risk and quality management using Daisee’s speech and sentiment analytics and remediation workflow software. Daisee helps improve customer experience, ensure regulatory compliance, identify missed commercial opportunities & training requirements as well as provide valuable insights back to the business directly from the frontline – the true voice-of-...
(read more)

5.) 
Eckoh

EckohASSIST
Advanced speech recognition and natural language expertise that routes callers by simply asking ‘how can I help you?’. It allows customers to use their own words to ask for what they want and steers them to the right place.

Menus are eliminated altogether and contact centres can use a single inbound telephone number.

6.) 
MattsenKumar LLC

SmartSpeech
SmartSpeech – The Best In Class Speech Analytics Software

An all-inclusive speech analytics application that enables you to visualize your audio using state-of-the-art speech recognition, transcription, and text analytics technologies.

7.) 
Nemesysco

InTone Suite - Emotion Detection via Voice Analysis
InTone™ is a voice analysis tool geared to detect genuine emotional and cognitive reactions regardless of the speaker’s language or chosen intonation.
It integrates into existing contact center environments and provides realtime indications of both client and agent emotional reactions throughout all ongoing calls. This unique set of indications assists managers and call center representatives to truly understand the client, improve call center performance, easily detect angry calls, elevate training efficiency and provide a tailored customer experience in every single call.

Nemesysco's contact center technology is also available in API and SDK forms.
Please visit our website for information about our product portfolio.

8.) 
Voci Technologies Incorporated

V-Blaze Speech to Text
Our GPU-accelerated, AI-based technology enables you to deliver greater insights to the contact center by transcribing audio into analyzable text.

- Transcribe large volumes of recorded audio quickly
- Integrate transcripts with your analytics or business intelligence platform
- Reduce your hardware footprint and minimize total cost of ownership

9.) 
Voxjar

Voxjar
Voxjar is your one-stop-shop for driving better phone calls with your customers. We're a modern Conversation Analytics and Call Coaching Platform.

- Custom Charts and Dashboards give you the freedom to analyze calls from the highest level down to the details of each conversation.

- AI-Powered Speech Analytics transcribes, searches, and analyzes your reps' phone conversations, at scale.

- Quality Assurance and Call Coaching tools let you evaluate and improve agent performance with a human touch.

- Long term recording storage for historical analysis


All of these together provide the holistic, easy-to-use software that you need to manage a modern call team and create better con...
(read more)
 



View more from Mitel

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