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Article : 5 Keys: Effortless, Personal, Omnichannel Cloud Customer Service (Part 2)

#contactcenterworld, @brightpatternus

Last week we launched Part one of our Effortless, Personal Omnichannel Customer Service blog series and gave you our top two tips! You learned in Part one what makes a true omnichannel contact center and why omnichannel is the key to survival (be the disruptor, not the disrupted!). In Part two we will leave you with three more keys to making omnichannel customer service effortless and personal.

KEY #3: Reduce Effort & Increase Personalization

First, why is it important to reduce effort? I think for each of us, as consumers, the answer is obvious. From an ROI perspective, there’s a lot to consider when approaching effortless CX. There are some great stats in one of my favorite customer service books: The Effortless Experience: Conquering the New Battleground for Customer Loyalty, by Matthew Dixon, Nick Toman, and Rick DeLisi of the Corporate Executive Board (CEB), a subsidiary of Gartner.

In The Effortless Experience, the authors note that with low effort, 94 percent of customers will repurchase from your business, but if your business is high effort, then only 4 percent will. Similarly, with low effort, 88 percent of customers will purchase more from your business, but with high effort, only 4 percent will. Finally, if your effort is low, then only 1 percent of customers will spread bad "word of mouth" reviews, versus 81 percent if effort is high. In today’s social media-driven world, word-of-mouth feedback that can be spread virally to tens of thousands of people is especially critical.

What Goes into Personal Service?

Effortless service clearly pays off, but what about personalized service?

In this age of digital disruption, people talk about how business is getting less personal and higher effort. The truth is that business can actually be easier and more personal with new digital approaches. The future effortless personal journey actually might look familiar. Look to the past to create the future effortless personal journey. It’s like the old hardware store of my grandparents or the diner in the ‘50s, where you would walk in and they knew what you wanted, where you could say, "Please make it the usual, Betty."

These same personal customer experiences of yesteryear can be created with today’s digital omnichannel customer experiences.

Adding the Personal Touch to CX

There are many ways to create personalized experiences. Here are some tips:

  • Ensure that agents have real-time visibility for each customer’s complete journey and interactions across all channels. (How to do this is discussed in Key #5.)
  • Use skills-based routing to connect customers from any channel with a preferred agent (e.g., their travel concierge, nurse, personal shopping assistant, financial advice team, etc.).
  • Use journey orchestration coupled with your preferred business rules for customers, and treat them according to your business strategy.

As illustrated by these tips, it’s not just about blindly getting two channels working as one with technology—that lowers effort and friction but it doesn’t make it more personal. It’s also about designing and creating effortless, personal journeys that invoke your business rules, routing strategy, and channel choices.

More specifically, consider designing journeys from the "outside in" rather than the "inside out." Just because you have always had an IVR doesn’t mean you need to offer that to every customer and treat everyone the same with that high-effort IVR—that’s an inside-out approach based on how a company has always operated.

Instead, start with the customers and how they would want to be treated, for the true outside-in approach. For instance, when a gold customer calls in, let them bypass the dreaded IVR and route them to their personal agent or concierge. Or if that same customer hits your website, offer them a personalized proactive chat, and don’t offer that chat option to lower-value customers.

Start with your customer and what they want using an outside-in approach to create great customer journeys, and then implement that in your business rules. Doing so will give you omnichannel that’s as seamless and effortless as it is personal and natural for customers.

By coupling omnichannel technology with your customer-oriented business and customer service goals, service will become more personal, faster, efficient, and even predictive, with lower effort. What’s more, you will beat your competitors.


KEY #4: Innovate With New Emerging Channels: Messaging & Bots

You may wonder why we would mention new channels when most companies can’t even get their current channels working as one conversation. As you’ll see in Key #5, there is a solution.

Over three-quarters of larger companies now have web chat (even if it is not omnichannel and integrated with other channels). There is a new emerging channel, however, that industry analysts predict will quickly surpass web chat and will eventually become the biggest, most effortless channel: asynchronous messaging. Though its name is daunting, asynchronous messaging is basically the communication that happens via messaging apps or text messages, the kind of communication that’s on the customer’s schedule and occurs sequentially.

For instance, you may get a text or message back after scheduling a hotel stay via a call or web chat. The message might thank you and ask if you need help with a restaurant recommendation or reservation. You respond when you have time and then the response you get back is instantaneous and according to your schedule. The conversation is persistent, you don’t have to wait on hold, and you can do it when you have time to respond. Messaging is much easier in today’s world of nonstop interruptions.

If you haven’t (yet) heard of asynchronous messaging, one channel you have surely heard of is bot-enabled messaging. Bot adoption has quadrupled in the last year with over half of all companies implementing or considering implementing a bot. People want smarter, brighter bots that provide differentiated help, not dumb bots that don’t carry context when you next contact the company. Bots and humans can work together within a single conversation, providing AI with a human touch.

Ten years ago, when Gartner predicted the "rise of the robots" as a technology trend, I thought, "Here is one they got wrong." Then last year at a Garter event, I gave a talk, ironically enough, on bots and humans. Gartner was clearly right (as always). And now that robots (like Microsoft’s Cortana and Amazon’s Alexa) are here, we have robots of another sort—chatbots. Although some have positioned this emerging technology as a threat, as in "bots versus humans," chatbots and humans can actually work together as one in an effortless, omnichannel manner.

Consider these examples:

  • A hospitality customer schedules a hotel reservation via a website bot and then asks the bot for a recommendation for a great Italian restaurant for that evening after check-in. The bot should seamlessly escalate to a human with the right skill set—in this case, the concierge, not the hotel front desk. Having the bot seamlessly connected to humans with skills-based routing provides an omnichannel conversation with both bots and humans. How to achieve this is discussed in Key #5.

  • A telco customer is frustrated chatting with a bot and this frustration can be seen in words (e.g., "cancel service") or via sentiment. In this case, the sentiment or words are detected via AI and the customer is then routed to the person who can best prevent the customer from churning—in this case, a customer retention specialist.

  • Bots are often positioned as threatening to agents but by having bots handle boring and routine use cases, agents are free to handle more interesting customer service inquiries. Gartner also has predicted that many agents will be training bots in the next few years.

As you look to the future and people’s desire to engage digitally on the channel of their choice, when they decide, these new messaging and bot-enabled channels are key for your company being a digital business that’s a disruptor rather than the disrupted.

What’s important, however, is to make sure these new faster, frictionless messaging channels don’t become new silos that frustrate your customers. Make sure they are seamlessly integrated with other channels as one single continuous conversation. How to do that is discussed in Key #5, but for now, once you have got your top two channels working as one, it is a good idea to consider adding or exploring these new channels. They can give you an edge over the competition and make it much easier for your customers to do business with you.

The fifth and final key is the one that brings all the previous keys to fruition. Think of this as your master key to unlock all the others and make truly effortless, personal omnichannel possible.

If you want to unify and break down silos in your channels to create effortless, personal, omnichannel customer experience, you either need to build or buy an omnichannel orchestration platform. Most companies have tried to build it or bolt it on to existing systems. Large enterprises have spent billions and years and still have not succeeded, which is why just 5 percent of enterprises have adopted omnichannel, and high effort and impersonal customer service remains the norm. Other companies have failed because they have looked to legacy vendors that designed their hardware or on-premise-based software 20+ years ago.

These legacy systems literally took years to implement and were exorbitantly expensive, only available to the largest multi-billion-dollar enterprises, and were very expensive to change with professional services. They leave customers in silos with traditional channels, unprepared to deal with new emerging channels like bots.


KEY #5: Unify Those Silos: The Cloud Platform Is A Key Enabler

The fifth and final key is the one that brings all the previous keys to fruition. Think of this as your master key to unlock all the others and make truly effortless, personal omnichannel possible. If you want to unify and break down silos in your channels to create effortless, personal, omnichannel customer experiences, you either need to build or buy an omnichannel orchestration platform. Most companies have tried to build it or bolt it on to existing systems. Large enterprises have spent billions and years and still have not succeeded, which is why just 5 percent of enterprises have adopted omnichannel, and high effort and impersonal customer service remains the norm. Other companies have failed because they have looked to legacy vendors that designed their hardware or on-premises-based software 20+ years ago.

These legacy systems literally took years to implement and were exorbitantly expensive, only available to the largest multi-billion-dollar enterprises, and were very expensive to change with professional services. They leave customers in silos with traditional channels, unprepared to deal with new emerging channels like bots.

Companies of Any Size Can Now Turn on Omnichannel

With new cloud microservices, it is now possible to turn on true omnichannel for companies of any size, in a matter of just weeks or months.

Achieve Business Agility Without Costly Professional Services

You will want to look to a platform that lets business users make changes quickly and without expensive resources. Bright Pattern allows even business users to self-provision—independently set and configure business rules and routing in the system to be nimble, all without having to bring in IT or professional services teams to implement.

Cloud-First Microservices Architecture for Now and the Future

Old technology is a key reason customer service remains poor and siloed. Customer service is typically siloed because the systems have been siloed systems.

Effortless and Personal Starts with Empowered Agents

Not only does the cloud simplify operations for your business, it also enables your agents to work better and more efficiently. Today, nearly 70 percent of agents are multiskilled across contact centers, so giving agents a superhero view of all interactions lets them best serve customers, effortlessly and personally across all channels.

#contactcenterworld, @brightpatternus

About Bright Pattern Inc:
Company LogoBright Pattern is an effective cloud contact center software which helps businesses to simplify multichannel service. Bright Pattern’s solution features enterprise-grade architecture that offers non-disruptive maintenance with on the fly upgrades and scales from 5 to 10,000 concurrent agents with a measured 99.99% uptime. Bright Pattern’s out-of-the-box CRM integrations increase agent productivity with integrated UI, click to call, screen pop, and activity history, automatically saved with the ticket. Bright Pattern’s solution has usability that is second to none with a new intuitive desktop for managing omnichannel experiences, a unified interface to set-up and modify workflows, and a monitoring, reporting, and quality management for and across all channels.
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Today's Tip of the Day - Games Trainers Play

Read today's tip or listen to it on podcast.

Published: Wednesday, August 8, 2018

Printer Friendly Version Printer friendly version

2023 Buyers Guide Inbound Call Handling Services

Premium Listing
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.


Calls are received by the right person or department. The right corresponding information is shown to the agent which makes that appointments are handled quicker and more secure.

3.) 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.


Telephone Answering Services
Answer4u offers both SME and corporate sized businesses Telephone Answering Services delivered by our team of professional receptionists. They are all trained to answer your calls, in your company name, whenever you need them most.

All of our client calls are answered in our Nottingham offices, in the heart of England. We have agents working on a 24/7 basis, meaning all calls are answered through the day and night by UK based operatives. No calls are ever outsourced or go to an answering machine.

Each of our clients has their own personal Account Manager, who heads a team of trained receptionists. Our receptionists answer the phone in your company name, explain to your callers that yo...
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Connect Assist

Contact Centre Services
We’re a specialist Contact Centre business and market leaders helping socially focused organisations deliver quality support to their clients and service users. We do this by providing 24/7 helplines, software solutions and consultancy services.

Since launching in 2006, we’ve operated at the sharp end of customer service, supporting some of society’s most vulnerable people. We’ve pioneered in our space to become a specialist in helplines, whilst using the most advanced communication and database technologies available.

Our social mission has remained a constant throughout, providing many meaningful career prospects and growth opportunities to people within our local communities and fur...
(read more)

Digital Wholesale Solutions

International Inbound (ITFS & DID's) & Int'l Two Way Voice (SIP Trunks)
Digital Wholesale Solutions (formerly Daisy Worldwide) specialise in Global Inbound ITFS and DID Services from 160 countries (covering 7,000+ cities).

We also have International SIP Trunk (66 Countries) – where numbers are presented in a local format.

7.) Jointly International Inc.

Front Office Solutions
Front office is your Company’s first line of customer interaction and serves as the mirror of your business. Focus on your core business and let our competent staff handle your various front office needs such as:

* Customer Service via chat, email or phone
* Technical Support via chat, email or phone
* Helpdesk
* Virtual Assistant/Receptionist
* Answering Service
* Lead Generation
* Appointment Setting
* Verification
* Surveys
* Debt Recover, Collections

MattsenKumar LLC

Contact Center Outsourcing
By catering valuable, usable and enjoyable customer service, businesses can increase their CSAT Score and Customer Retention Rate. We help organizations to provide quality customer service through varied channels like email, phone and live chat. Ensuring quality after-sales support is our USP and we rely on proven approaches to ensure quality customer service.

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Performance Monitoring


VADS Inbound Contact Center
VADS Inbound Contact Center Services provide live operators who answer incoming calls as you would yourself. A team of professional script writers is available to help you script a greeting and experience programmers will set up a time and money saving program. Our unique approach to call center services is client-focused, and takes each project’s unique needs into account to our client’s satisfaction. We offer solution as part of our service to keep you in touch with your client and drive sales.

- Customer Service
- Walk In Center
- Service Desk

Technosys IT Management

Customer Support
Technosys IT Management Bpo, the business process Outsourcing, gives end-to-end transformative administrations for its customers over the globe. The organization's coordinated IT and BPO arrangements approach empowers it to open business esteem crosswise over ventures and administration lines, and address business challenges for its customers. Using inventive business perfection structures, progressing profitability changes, process reengineering, mechanization, and front line innovation stages, Technosys IT Management empowers its customers to accomplish their cost diminishment goals, enhance process efficiencies, upgrade viability, and convey unrivaled client encounter

Tru29 Outsource Solutions Inc.

Front Office Solutions
Any part of your business operations that requires constant end-customer facing task is an essential part of your business.

This task requires a good customer experience results for every customer interaction. Our extensive experience in handling Front Office related tasks can help you focus on your core business while being cost-efficient at the same time.


WorkGenda is a state of the art WFO cloud service, used by customers around the world. WorkGenda provides: a) an AI based forecasting engine, which automatically generates forecasts with a WAPE of 3 to 5%, b) a capacity management engine based on a traffic simulator, with perfect support for blending regardless the type of channels, which subsequently automatically converts the computed capacity into optimised shifts, where ‘optimised’ equals to a zero or the mathematically minimum possible overstaffing under the given contractual constrains, c) an automated scheduling engine, capable of scheduling 3000 multi-skilled agents for a whole week in 2 minutes and d) an Intraday bot which automatic...
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