Customer Experience is top of mind with contact center professionals, as the industry dives deeper into digital transformation. It’s a great time for organizations to consider the conversations they are having with their customers. Who’s engaging with them? Are the conversations productive? Is it a consistent experience across departments? Remaining competitive means offering a great customer experience that is consistent and convenient for everyone involved—across the entire enterprise.
Effectively blurring the traditional boundaries of the contact center without losing consistency and continuity requires a mechanism for sharing information—across departments, between systems and among individuals. Customer interaction data needs to be combined with CRM records and line-of-business insights so that customers receive a seamless and informed experience every time they interact with the brand.
The Importance of Integration
As organizations become increasingly committed to offering continuous service across multiple channels, in other words, offering a channel-less customer experience, the infrastructure needs to shift to align with that strategy.
First, there are the channels themselves—usually spanning multiple best-of-breed vendors and multiple systems to manage the interactions, whether it’s telephony, web chat, SMS, social media, etc. Gaining consistency across all the channels can be a daunting task.
Then there is the multitude of applications that are used every day: CRMs, legacy systems, proprietary systems, ticketing systems, WFM, QM, etc. There is an immense amount of critical data contained within that could be put to work—popping onto agent screens or available with the click of a button—empowering agents to provide insightful, proactive service for an impressive CX.
The most economical and effective way to provide the consistency needed across the organization, and also the least disruptive way, is to leverage existing systems and integrate. Think of the agent desktop as the anchor, given that it’s the central hub of customer interactions. With one central spot to connect the systems that collectively house all customer data, the information needed in order to deliver a seamless, connected experience is a click away—or an automatic screen pop at the opportune moment.
The Value of Shared Insights
The importance of shared insights cannot be overstated. Being in tune with customer behaviors, preferences, patterns and trends means having crossfunctional customer data and an increase in customer engagement opportunities. Shared insights enable every customer interaction to be more personalized, with more timely offers. A quick glance at the order history and that agent now has the power to be proactive with an upsell and the power to personalize the entire experience so that customer feels valued. When customers feel valued by an organization, not only are they likely to spend more with the brand, but they are also more likely to rave about their experience, become a brand advocate, and unwittingly become an effective means of advertising.
Upstream Works helps organizations tap into new opportunities and unlock the power of the valuable customer data across the enterprise through its customer experience solutions that integrate with existing legacy systems, CRMs, databases, proprietary applications and more. Our omnichannel contact center solution does all the heavy lifting so that agents can focus on engaging with customers in meaningful ways that increase satisfaction and generate more business for the organization.