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Article : The Customer Engagement Hub 


In the 1980s and 1990s, Call Centres fundamentally changed the nature of customer engagement. Rather than call product or service specialists when they had problems - or meet them face-to-face - customers were asked to deal with centralised service operations where ‘generalist’ call handlers were trained and equipped with information to handle their queries.

Over the years, Call Centres grew in complexity, adding new communication channel options (email, SMS, social media etc.) and improving self-service options. They also became more adept at managing complex workforce schedules, improving quality and productivity, and delivering better customer experiences. Call centres slowly evolved into what we now know as multi-channel Customer Contact Centres - and further changes are afoot.

The catalyst behind these changes has been Digital Transformation.

Today, people no longer automatically pick up the phone when they want information, or walk into a store if they want to buy something. They’re much more likely to go online, or indeed use a combination of different media channels to achieve their aims.

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In many respects, in this new digital world, the traditional fixed location Contact Centre becomes an outdated concept. Which is why many global organisations are starting to look at the next phase in the evolution of their contact centres - the Customer Engagement Hub (CEH).

Unlike the call centre or contact centre, the CEH - or Customer Engagement Centre (CEC) - isn’t a physical place where people work to deliver customer service. It can be, but it doesn’t have to be.

According to Gartner, the CEC is: "a logical set of technologies and business applications that are engineered to provide customer service and support, regardless of the interaction (or engagement) channel. The goal of the CEC is not only to provide service to customers as they move among communications channels — including social media and community forums — while retaining the customers’ context, but also to deliver the appropriate business rule to determine the next best action, information or process with which to engage the customers."

Fundamental to the concept of the CEH are capabilities such as:

- Intelligent Routing - the ability to route an inbound contact to the best resource (live or automated) regardless of the contact channel used

- Personalised Service - using information known about a customer - their age, gender, buying history, preferences, behaviours etc. - to tailor a product, service or problem resolution to their precise needs

- Interactive Media Response™ - extending the concept of automated self-service from voice based IVR to include all media channels

- Conversation Management.

Conversation Management is particularly key to the smooth running of a next-generation CEH, as well as to meeting ever increasing customer expectations. It is about treating each customer issue or query as a continuous conversation, rather than a series of separate interactions and using Intelligent Routing to ensure customers reach the same customer service agent for the whole conversation (rather than a different agent for each interaction). It is also about empowering agents to provide quick relevant responses by displaying a full history of customer interactions across all channels in a unified conversation thread on their screen, and analysing and reporting on customer experiences and journeys across all media channels.

Customer conversations today can be extremely complex. They can take place over any period of time, comprise any number of interactions, occur over a single or multiple channels, and involve any number of participants. That’s why organisations need a modern innovative approach to a very modern problem.

About William Gray:
William has over 35 years experience working in the IT and communications sectors, with the last 20 years spent developing and supplying call and contact centre solutions.

About Macfarlane Telesystems:
Company LogoMacfarlane has been a provider of customer contact solutions for over two decades. We have helped scores of public and private sector organisations transform the way they engage with their customers: enhancing customer satisfaction, increasing loyalty, reducing churn, improving performance and cutting cost-to-serve.
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Today's Tip of the Day - The Name Game

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

Published: Wednesday, May 11, 2016

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2020 Buyers Guide Computer Telephony Integration

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

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.
PH: +302109241486

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.
PH: 888.638.6398


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.
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

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