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Executive Interview : Daniel Fox, Marketing Manager - Interactions Corporation on 2013 and 2014
We caught up with Daniel Fox, Marketing Manager - Interactions Corporation for our annual 1to1 update - a look back at the industry in 2013 and looking ahead to 2014
In your opinion, what has been the greatest challenge the contact center industry has faced in the last 12 months?
Our greatest challenge continues to be the executive view of the contact center as a "cost" center, while managing rising customer expectations.
Why do you believe has this been a challenge?
Consumers are now using more channels than ever to reach customer service, making channel management a rising issue. At the same time, 83% of consumers say companies don't make it easy to communicate on the device of their choice. Simultaneously, 44% of consumers have higher customer service expectations than one year ago. With all these rising concerns, the budget for the contact center isn't growing by any means. Improving the experience is now more difficult to do and more expensive to do, however there's no rise in budget to help.
In 2013, what do you think will be the top priorities in the contact center industry for each of the following (1 answer for each please):
a) Contact Center Directors
b) Company Executives
Improve CSAT, CES, and NPS
c) IT Directors
Improve multichannel integrations
d) Human Resources Directors
Improve Employee Customer Satisfaction through CC optimization.
What technology do you believe will have the biggest impact on the industry over the next 12 months?
Virtual agent technologies, such as Interactions', are advancing in capabilities by a dramatic multiplier year over year. By enhancing IVR with advanced speech technology, contact centers will see a reduction in FCR, improvement in call resolution, improved customer experience, and improved CSR satisfaction.
Do you feel the service you personally get as a customer is better or worse than it was a year ago? Please share some examples to illustrate your view.
Customer service has experienced a dramatic improvement in the past year. As a young consumer, the phone channel is often a last resort. When I do call, it's usually a complicated request. I've experienced great customer service on the phone channel from companies who have never prioritized customer experience in the past, such as my cable provider.
What developments are you planning to launch in 2014 and how will they benefit the industry?
We are launching new products in the automated text realm that will enhance multichannel integrations and set a new precedent for text-based automation by achieving accuracy rates that have never been seen before.
What contact center technology or other innovation excites you the most as an Executive in the contact center industry?
Virtual agent technology that can truly replicate the responsibilities of a live agent while keeping a consistent customer experience.
What has been the most important contact center related conversation topic in 2013 (last year) and what are your views on this?
Analytics has been the largest discussion of 2013. I'm hoping that more managed analytics providers will come to surface because I believe a lot of big data implementations have gone without actionable insights.
Can you share a great story of service you received when contacting a contact center in the past year? If so, please share!
After losing my wallet and having to call several different banks and credit card providers to cancel my cards truly allowed me to compare and contrast the experiences each company provides. I expected the least of all the providers from Capital One 360, however the experience with my CSR was the best.
What do you think will be the buzz word / focus for the contact center industry this year?
I am hoping that the contact center industry will begin to heavily adopt Customer Effort Score this year. It is a much better indicator of actual actionable insights than Customer Satisfaction and much less of a macro view than NPS.
Lastly, what do you think 2014 holds for the industry? (good or bad and where/how etc)
In 2014, more customer experience initiatives will be driven from Marketing which will provide a large improvement in Customer Satisfaction.
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About Daniel Fox:
Dan Fox is a Marketing Director with Interactions Corporation.
About Interactions Corporation:
Interactions’ Virtual Assistant is revolutionizing voice automation for customer care. Our conversational technology enables customers to quickly and easily accomplish more in self-service. Through unparalleled understanding capabilities callers can speak in their own words just as if they were talking to an agent.
Published: Wednesday, January 15, 2014