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How Multi-Channel Marketing Transforms Contact Centers - Mitel - 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 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.


Publish Date: March 29, 2017 5:00 AM

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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.
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Manitoba Customer Contact Association

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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.

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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.
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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.

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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.
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