The emergence of teleworking in the life of companies has led to the opening of a new paradigm that organizations must urgently address in order to remain competitive: customer experience, as indicated from Avaya.
The health crisis has focused on people: how we care for them, the response we provide or their level of satisfaction at the end of an interaction. All this has been positioned as a priority in a context in which what is sought is to provide a service of equal quality, regardless of the channel through which we are communicating or where we are. The experience should always be the same for the user.
As reported by the research company Metrigy: by the end of this year 2021, 60% of companies, worldwide, will have up and running customer experience transformation projects. At the center of this evolution are technologies that take interactions with the brand to another level, allowing customers to communicate how, when and where they want, while optimizing the work of the employees who serve them.
To make this a reality, companies need to integrate their unified communications (UC) platform with their customer service platform. By bringing collaboration and the contact center together, organizations can deliver a single, unified experience, a total experience that satisfies all the people involved in the interaction: agents and users.
In December 2020, more than 60% of companies already had their UC and Contact Center platforms integrated and 13% were already planning to do so throughout this year.
Reasons to integrate the UCaaS and CCaaS platforms
Same internal system for agents and supervisors: the integration of both platforms allows the use of the same collaboration applications for the entire company, which can be used to organize meetings, teamwork or make calls. It is a tool that allows coordinating the work of agents and supervisors. For example, supervisors can use team workspaces for agent training, training, or team meetings and updates.
- Better key customer management: Through the integration of some agents, such as sales or customer service representatives in the call center, with other employees throughout the organization, they can collaborate on important initiatives for the customer and the business. A sales team that collaborates in a team workspace on a key customer, enables the collection of resources taken from the contact center, providing relevant information on recent interactions.
- Extend access to collaboration applications to customers: Organizations can offer their customers a better experience by enabling access to collaboration applications for their employees. As an example, an investment firm may allow high net worth users to access their account teams’ presence status, team workspaces, and other methods of communication and collaboration, offering a unique, always-on service.
- Route the client with an expert in the query raised: According to Metrigy, only 35% of organizations turn to non-agent experts to address specific customer issues as needed. This number is expected to increase dramatically in the coming years as companies develop new policies and processes for agents to connect with other employees who can help resolve a customer interaction more satisfactorily. This will significantly improve the CX, because the user will be in the hands of the best resource available in the organization.
Satisfactory results
By calculating success before and after incorporating advanced customer experience initiatives, Metrigy found that revenue increased approximately 53% when organizations integrated UC and contact center. Agent efficiency also improved by 31%. Additionally, operating costs decreased by 6% and Customer Satisfaction Scores (CSAT) increased by almost 35%.
