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Article : Digital Customer Service Predictions for 2022 and How to Excel

Premium Content (Sponsored)

#contactcenterworld, @egain

Digital Customer Service defined

Digital customer service (DCS) is the act of providing or receiving customer service through one or more digital touchpoints such as online self-service, messaging, email, social media, and live chat. It is a key step that businesses must take in the digitalization of customer experiences.

While customer service digitalization had been under way even prior to the onset of Covid, the pandemic instantly elevated it to the top of CxO agendas. We predict that demand will continue to grow exponentially not only for DCS but also for modern knowledge management that is up to snuff to meet today’s requirements for handling more complex customer queries and automate compliance at scale. Here are the megatrends we see for 2022.

  1. More DCS

In early 2020, digital customer service went from "important" to "imperative" when Covid hit the world. On the consumer front, even analog aficionados like older consumers became digital die-hards to avoid the risk of infection. Digital habits acquired in the pandemic era are remarkably sticky—to the tune of 70%, according to a survey by Oliver Wyman Forum across 10 major countries. The increase in the use of digital channels remains significant even today with more than 120% for getting virtual financial advice and more than 65% for online grocery shopping, compared to pre-pandemic levels. With new variants upending the return to "normal" everyone had been hoping for, demand for DCS will continue to remain strong in 2022 and beyond.

  1. More with DCS

Consumers will want to accomplish more through digital channels, whether it is having a video call with a doctor or going through a loan application process end to end—from getting questions answered to filling out complex forms to uploading documents to signatures to eventual approval. Or they may want to get financial advice and sustained financial coaching from a bot, or get a smartphone fixed without ever having to go to a physical store.

  1. Knowledge-guided DCS

Businesses had been adding digital channels over time with Covid speeding up the pace in 2020. However, companies found that the more channels they added, the more their customer satisfaction dove. The Forrester CX Index, which covers digital as well as phone touchpoints, did not show any "meaningful" movement in 2021, compared to the baseline in 2019 among US brands. Canadian brands were no different and none of the European businesses offered what Forrester grades as "excellent" customer experience in the 2021 CX Index. Chatbots, a much-ballyhooed DCS tool, ranked last in customer satisfaction with 57% of consumers getting confused by the answers the bots were giving, which were different from the answers they got at other touchpoints, according to a consumer survey by Dimensional Research.

Moreover, per Gartner, 81% of contact center leaders believe that many of their agents—between 30% to 80% of their agent pool—will be working from home by 2023, pandemic, endemic, or otherwise. Many of them will be gig or seasonal agents to boot. None of these WFH (work-from-home) agents will have the luxury of walking over to the next cube to get answers if they get stumped by a customer query, elevating the need for knowledge guidance for these agents.

Deploying digital channels is only the first step—it is like laying piping. What good is the piping if you don’t get the right content and knowhow that flows through it? Per Gartner, businesses will realize by 2023 that the lack of knowledge management will impair "further success" in digital CX transformation. No wonder they recommend a modern knowledge management system as the #1 tool to deploy or refresh for customer service excellence in 2022 and beyond.

  1. Proactive DCS

The pandemic unleashed a tsunami of calls coming into the contact center. Unprepared, many businesses had no choice but to keep announcing that wait times will be horrendously long. Proactive outbound customer service, sometimes called "preemptive service", can help reduce incoming calls by anticipating what information the customer might need and disseminating it even before the customer reaches out to the organization. For example, it could be information relating to a transaction in progress or just completed, an alert about a bank account getting too close to the service fee threshold, or it could be useful advice that will eliminate the need for the next inbound contact for service (Next Call Avoidance).

Some businesses have ventured into proactive outbound service, but such operations have been siloed across channels and business functions, leading to uncoordinated engagement and inconsistent content, which creates customer confusion and drives more inbound calls.

Per Gartner, proactive (outbound) customer engagement interactions will outnumber reactive (inbound) customer engagement interactions by 2025. This is the time to get going with unified proactive DCS so you can get ahead of customer expectations!

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Leaders are already ahead

Innovative leaders are already ahead of these trends, positioning themselves for experience-based differentiation and increased market share. Here are examples from our blue-chip clientele.

  • Rich DCS
    • Name-brand retailer serves over 9 million shoppers across geographies with rich digital customer service, including virtual assistance, live chat, and digital deflection of IVR contacts, all backed by knowledge, AI, and analytics. The retailer has successfully deflected up to 60% of calls to virtual assistance and 40% of contacts from the IVR to contextual digital self-service amidst shipping delays in the holiday shopping season
    • State government agency uses cobrowse technology to help ~3 million seniors fill out forms and get retirement benefits without having to visit the agency’s offices and expose themselves to an infection as new Covid variants rage on

  • Knowledge-guided DCS
    • Behemoth government agency deflected up to 70% of incoming calls to virtual assistance, reduced case handling time by 25%, and improved form filling with cobrowse-aided phone and chat conversations and granular knowledge assistance within forms. No wonder these powerful capabilities elevated their agent engagement to 92% versus the industry benchmark of 67%!
    • Hyper-growth SaaS provider improved agent confidence in answers to customer questions by a stunning 60%, while improving consistency of answers by 62%
    • Premier health insurance firm reduced agent training time for handling complex health insurance queries by 33% even as its agents—over 2,000 of them—had to go remote overnight due to Covid lockdowns

  • Proactive DCS
    • Leading financial services company serves over 11 million members with personalized, proactive, outbound messaging across SMS, email, voice, in-app notifications, and letters. They send over a billion notifications—800 different kinds—per year with our messaging solution, wowing members with a high level of service. No wonder they are a perennial number one in their industry in the Forrester CX Index rankings, among other benchmarks!
    • Healthcare giant serves over a 100 million members with proactive outbound customer messaging through SMS, email, voice, in-app notifications, and letters on a wide range of topics from prescriptions and vaccinations to compliance notifications


Get to DCS excellence in 2022

The DCS megatrends are like a tsunami—you can ill-afford to have a five-year plan to act on them. Fast deployment and quick time to value are critical success factors. Choose a solution partner with a proven track record in knowledge-powered digital customer service that offers rich capabilities out of the box, track record of success at scale, proven domain expertise, and easy, risk-free ways to adopt. That is the surefire way to go in a hurry from dilettantish to distinctive in DCS!

#contactcenterworld, @egain

About Anand Subramaniam:
Anand Subramaniam is SVP of Marketing for eGain. Prior to eGain, Anand served as an executive in corporate and product marketing, as well as product management and pre-sales roles at companies such as Oracle, Intel and Autodesk as well as startups.

About eGain Corporation:
Company LogoeGain customer engagement platform automates digital-first, omnichannel experiences across all touch points. Powered by AI, machine learning, knowledge, and analytics, our top-rated software optimizes customer journeys with virtual assistance, messaging hub, and desktop to serve customers, reduce cost, and improve compliance.
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Today's Tip of the Day - Speech Recognition

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

Published: Wednesday, January 5, 2022

Printer Friendly Version Printer friendly version

2022 Buyers Guide Computer Telephony Integration

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.

AMC Technology

DaVinci provides Computer Telephony Integration (CTI) to a library of pre-built applications + UXiPaaS (User Experience Integration Platform as a Service) built specifically for contact centers. As contact center needs evolve, organizations need to have access to extend or create new functionality, without waiting to be a part of a software roadmap. Get the benefits of CTI within your CRM like screen pop, click-to-dial, screen transfer, speed dial and more, but future-proof your contact center so you can expand and integrate how and when you want.

ComSys S.A.

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.

Consilium Software

Consilium UniAgent™
Today’s call centers need their agents to work more naturally, and respond better and faster. Here, we talk about the innovations Consilium has made with the latest desktop and mobile agent releases of the UniAgent™ CRM connector. From small enterprises to Fortune 500 companies and governments across 110 countries, UniAgent™ comes into action right at the moment of reckoning, making every contact center experience engaging and personalized, powered by simplified customer identification and anticipating customer needs.
UniAgent™ provides CRM integrations between all the Cisco contact center solutions (UCCX, PCCE, UCCE and HCS-CC) and over 20 CRMs, such as Salesforce, Microsoft Dynamics 365...
(read more)

IntraNext Systems

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.


CRM integration
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.


NovelVox CTI Connector
NextGen Cisco Finesse, Genesys & Avaya Embedded CTI Connectors for Salesforce, Microsoft Dynamics, ServiceNow, Zendesk & more.


What is PhoneIQ?
PhoneIQ is the modern cloud phone system and contact center platform built exclusively for companies on Salesforce. Our all-in-one cloud communications platform brings together power dialing, local presence, voicemail drop, Salesforce call routing, call recording and a complete PBX replacement that lives within your CRM. With support for desktop, mobile, and desk phones, PhoneIQ works seamlessly at the office or remote, logging all interactions in Salesforce and generating reports in real-time.

Best For
Companies using Salesforce and looking for a phone system, dialer, or contact center software that provides deep integration capabilities with their CRM and expert Salesforce support.


Easy Contact Center Traffic Analytics (Ec2Traffic)
Prilink Ec2Traffic provides network traffic analytics (NTA) for Internet, SIP Trunk and WebRTC traffic for on-premises and cloud Contact Centers.

Ec2Traffic analyzes network layer 2 to 4, RTP and SRTP packet loss and SIP protocols in real-time from the demarcation point or network edge, generating NTA metadata and requires little telemetry bandwidth.

Ec2Traffic provides:

- Year-round NTA metadata

- Daily CSV files upload to Customer business applications

- Capture packet to Wireshark for Deep Packet Inspection (DPI)

- detect traffic anomalies

- and more ....

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS - a robust contact/ call center software that helps organizations provide a seamless customer experience across all channels in the customer service journey. All interactions from various channels come to a single unified queue on the InterDialog platform. With unified view agents get to see all historical interactions , enabling him to give a resolution quickly. InterDialog UCCS is a comprehensive Contact/Call Center Software with robust CTI, Unified Q ( ACD), Reporting, Unified Agent Management, Administrator, Supervisor - Monitoring (Pmonitor)



Centralised Healthcare System Managed By The Contact Center - Assistt (Turkey)
Jul 12

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