In this day and age, it’s easy to think that every business has a contact center. Yet, not only do many businesses not have one, but among those that do, there’s a growing desire to modernize their systems to keep up with changing customer expectations. These are two very different scenarios, but both often face a common obstacle in the way management thinks about the contact center.
While there certainly are contact centers performing at world-class levels, a lot of things have to go right for that to happen, including management buy-in for making the entire business customer-centric. In this post, I’m going to address each of these two scenarios, both in terms of what management’s thinking looks like, and what you can do to change that.
Scenario 1—No Contact Center
This scenario actually has two branches—businesses that have never had a contact center and those that have but for whatever reason chose not to continue it. Each of these warrants deeper analysis, but for now, I’ll focus on two common issues. First is the associated investment, ongoing cost, and technical complexity around having a contact center.
While these issues are valid contact center deterrents, they are based on legacy technology models and don’t reflect the current state of the market. This is particularly relevant for never-before situations, which tend to be smaller businesses having serious IT limitations. They may, in fact, want a contact center, but based on what they know—or think they know—the business simply has higher priorities.
A second common issue would be the belief—primarily from management—that the use case just isn’t there. This could be based on prior results—possibly from experiences at other companies—when the effort simply didn’t translate into happier customers. Whether that may have been the result of poor agent training and/or relying on legacy technology, management has made their decision. A possible supporting factor may be business related: wherein the company has a strong enough market position that a contact center isn’t really warranted. Typical scenarios would be highly regulated markets, captive customer bases, and mature sectors where hardly anything changes.
In 2017, it’s hard to support any of this thinking, and management really needs a reality check. Every sector is vulnerable if customers are taken for granted, and a good starting point is to update management on how technology has evolved—not just for customers, but in the contact center. A related holdback is the language we use around this, namely “call center” or “contact center.”
Given the legacy associations with terrible service experiences, it won’t be enough to talk to management about what’s new without changing the nomenclature. If management associates these terms with bad service, it’s no wonder they won’t be interested. As such, the strategy is to change the narrative and talk instead about “customer care.” That’s the language of 2017, and it doesn’t carry any of the legacy baggage that is holding back these companies.
Scenario 2—Want to Modernize Contact Center
At least these businesses have enough buy-in from management to have a contact center, but they are still being held back by legacy thinking. Given the capital-intensive nature of premise-based systems, many businesses have little choice but to make do with aging technology that puts agents at a stark disadvantage when dealing with tech-savvy customers.
Again, this is a case when management needs to be updated, especially around CCaaS—contact center as a service. All the legacy holdbacks to modernizing the contact center go away with CCaaS, at which point management can begin to think differently about what’s possible. Here too, a narrative built around customer care will help them reframe things around what’s really important—the customer, rather than trying to keep contact center costs down.
Instead of thinking in terms of being a cost center, the emphasis needs to be on empowering agents to have deep engagement with customers. This is how you increase customer satisfaction, reduce turnover, create brand ambassadors, and increase share of wallet. These are the outcomes management understands and values, and that’s what customer care is about.
They may not see any of this if you keep talking about the contact center in legacy terms, so it starts with you. For IT decision makers reading this post, I think you’ll understand what to do, and the same holds for service providers selling hosted services to businesses. You may have access to great technology with CCaaS, but that’s not what management cares about. However, by translating that into business-level benefits, you might be surprised how easily the conversation about modernizing the contact center will turn.
Publish Date: April 27, 2017 5:00 AM
|1.)||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.
PH: +1 512-872-7565
CLink for CRM and Call Center Integration
CLink by Comsys is a middleware that connects in real-time the CRM and the contact center applications. CLink enhances the CRM with interaction management capabilities from the contact center that allow agents to work more productively across all communication channels.
Comsys is a provider of οmnichannel customer engagement solutions that assist companies around the world in delivering unique customer experiences. For the last 15 years, Comsys designs and implements complex projects for clients from the outsourcing, financial services, telecommunications, and retail sectors. Comsys enjoys strategic partnerships with technology vendors like Cisco®, Aspect Software®, and Microsoft® for the delivery of innovative interaction management and contact center optimization solutions.
IntraNext Systems develops agent efficiency tools and data security software solutions for medium-to-large contact centers. Our Event Intelligence® Platform solutions include SmartCTI™, iGuard®, and SmartSIP™. SmartSIP is based on our patented SIP layer technology and provides a DTMF masking solution for VoIP environments.
We know how important it is for a business to obtain data from its customers and to manage them effectively, so we help small to large companies by integrating their CRM with the Virtual Switchboard.
This type of integration will simplify the work of your team and improve the management performance of the contact list and its information.
PH: +34 952 667 511
NovelVox CTI Connector
NextGen Cisco Finesse, Genesys & Avaya Embedded CTI Connectors for Salesforce, Microsoft Dynamics, ServiceNow, Zendesk & more.
PH: (+1) 301 202 3672
|How We Built An Award-Winning Office in Charlotte||December 7, 2018 5:00 AM|
|ConnectCentral 2018: 4 Insights Connecting Employee Engagement with Customer Engagement||November 14, 2018 5:00 AM|
|Three Reasons to Attend ConnectCentral 2018||August 29, 2018 5:00 AM|
|Share your story at ConnectCentral 2018: call for presenters and award nominations now open||August 10, 2018 5:00 AM|
|Why VoIP Is Better for Small Businesses: 3 Reasons to Provide Phone Solutions in the Cloud||May 31, 2018 5:00 AM|
|RingCentral Ranked #1 in IHS Markit 2018 North American UCaaS Scorecard||May 14, 2018 5:00 AM|
|Introducing RingCentral Integrated Collaborative Meetings Solution||March 14, 2018 5:00 AM|
|Explore the Winning Hacks from the ConnectCentral 2017 Hackathon||October 27, 2017 5:00 AM|
|Ensuring the Best Voice Quality for Cloud Communications||October 26, 2017 5:00 AM|
|ConnectCentral 2017 Ends with Focus on Innovation||October 26, 2017 5:00 AM|