CUSTOMER CHANNEL EVOLUTION
If an organisation opens its office, there are three basic ways through which their customers can reach them. These include: coming to the branch office, through telephone and logging on to the corporate website. Each of these access has its own subset of methods that are used in handling customer contacts.
A well-formulated CCE will offer a combination of these three channels in an integrated form. In order to achieve this, an organisation now have to combine people, process and technology in order to support the customer experience.
Collaboration is a matter of degree, and the quantity of the software and services used for collaboration only defines how comprehensive the collaboration will be.
One thing you should know about collaboration is that the price increases as the number of collaboration increase while collaboration can and should be implemented in a “build to fit” manner, the more collaborations an enterprise wishes to enable, the more critical the vendor’s support they will need in order to support customers interaction.
The multi-channel strategy focuses on innovation with different ration in design aspects and improving process efficiency. The next step in this evolution is the collaboration of business networks.
The main focus of customer contact channel evolution is true collaboration. This is the ability to engage customers and partners meaningfully for synergetic relationships and to facilitate many-to-many relationship networks.
When we talk of a multi-channel strategy, we are talking about the gradual evolution of the various touchpoint through which organisations increase customers experience. In developing these channels, the organisation has to go through three basic phases of development. This shall be discussed in the course of this chapter
PHASE ONE: Enhanced call centre services
This is always the foundation of a multi-channel strategy. Here the organisation tries to find ways of increasing the availability of their services to their esteemed customer here, the organisation tries to open a website that does not give room for customer interaction. This may also come with auto attendants that are not human that relates with customers anytime a process is been carried out. Here you sent a mail on a corporate website and you receive an instant message that assures you that your case is been attended to !? The Auto Attendant answered calls. At times it does work alone or with the support of a live operator. At times it pocks calls before it transfers it to the next available agent.
At times pre-recorded messages are played which directed callers on their next lines of action and transfer their calls to the appropriate quarters.
Intranet can be used for providing necessary employees and departments with secured access to the customer intelligence system. Enterprises can push customer intelligence reports to customer service, scale, marketing and executive staffs over the intranet and regularly publish customer intelligence reports
PHASE TWO: AUTOMATED SELF-SERVICES
At this stage, the organisation tries to find ways of reducing costs and accommodate more customers. They now come up with an integrated website and other technology that allows the organisation to solve almost all customer related issues on their own.
NOTE: intelligent and speech recognition plays a big role here.
Intelligent Interactive Voice Recognition (IVR) combines the key decision-making attributes of expert systems and traditional IVR technology. The integrated website provides a certain extent of interactivity to facilitate self-service.
The speech recognition allows partial and full automation of call centre in a way that it is fully automated or partially managed by Attendants)- These automated transactions are known as “Application”.
Each of these applications is designed to meet specific customer needs. An application script is a set of instructions written for the system that informs it how to carry out the automated transaction. The script defines the flow of calls and determines what callers hear and how they respond to the system.
PHASE THREE: Deploying Multi-Channel Services
Here the organisation deploys call centres that will allow them to serve customers across multiple channels. This includes the deployment of portals, computer Telephony Integration (CTI), WAP and Personal Data Assistant (PDA), kiosks and other channels.
CTI is middleware that associates an application with an incoming service request, regardless of the melding in which the request is received (chat, e-mail, web collaboration).
Information is gathered from these multiple channels which are later presented to customer service agents who satisfy customers needs. If an organisation wish to have a robust customer’s interactive centre, it must invest in CTI.
At the end of this lesson, we have been able to discover that:
There are three stages of Multi-Channel Strategy which are:
Enabled call centre Services, Automated self-services, and deployment of multi channel services.
- At the first phase, technologies are deployed in order to allow the organisation to increase its service offering to its customers.
- The second phase is focused on reducing costs and increases uptake.
- At the last phase, the organisation deployed channels in order to allow the organisation to do business from a customers perspective.
- In the third phase, CTI represents a core investment.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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