A fundamental shift has occurred in the way that business is approaching strategy for digital desktop in the contact center. Companies are no longer having conversations about if they need to move forward with a digital strategy, nor are they talking about single-platform digital solutions. 2018 is the year that businesses are going to make decisions about their digital desktop solutions for customer service.
Big companies agree: It’s time to move on consolidation
Consumer expectations for customer service have shifted such that a comprehensive digital strategy is no longer optional; companies that want to compete and grow in the new, hyper-competitive market landscape can either adapt or lose on customer experience and contact center agent efficiencies. This is no longer controversial, because we’ve all seen what has happened to companies who have failed to keep up.
The question we’re here to ask is this:
Why is digital customer service still siloed when phone isn’t?
Customer contact centers don’t differentiate people who call using mobile, landline, and VOIP; the idea of treating customers differently based on which phone technology they use would be rather ridiculous. So why are we still handling the same customers differently when they try to meet their customer service needs through digital channels?
According to HGS, 42% of all contact center interactions are digital. Additionally, Microsoft has found that 66% of consumers surveyed globally currently use three or more customer service channels. In order to compete, companies need to implement and aggressively scale their digital customer service platforms – which is why comprehensive solutions that allow for digital channel consolidation are going to be critical for companies moving forward with digital strategies in 2018.
Here are some other things to consider when thinking about digital customer service:
Silos for digital channels are inefficient
The practical reality that companies face is that it is inefficient to have different teams using different tools to serve customers on different channels. When you have different teams for different channels, you end up having staff that are only partially utilized. Consolidating your digital customer service onto one team allows your staff to use their time efficiently, especially if they have a digital desktop platform that allows for a seamless agent experience across digital channels! Requiring agents to use different tools for different channels will only contribute to desktop overwhelm leading to employee frustration and burnout – especially if those tools are not integrated with your CRM. Not to mention the obvious…it does not help contact centers save on cost either.
Of course, it’s also worth noting:
Automation must play a role
There’s a reason why IVR has become industry standard for phone-based customer service; it enables self-service for customer issues that are both simple and routine, diverting call volume from call center staff.
This same strategy needs to be applied to digital, if fully implementing a digital strategy is to be successful. Requiring every digital interaction to be handled by a human is inefficient and will act as a barrier to scaling up your digital customer service to meet the rapidly changing communications needs of your customers. It’s crucial to implement chat bots that can properly transfer to agents and use NLP to perform skills-based routing, so the agent with the right skills can deal with the right message.
InTheChat is really, really good at Digital Desktop.
InTheChat was founded by our CEO, John Huehn, who came from the contact center – he knows the drill. John’s built a company that provides the leading digital desktop platform for the contact center, ensuring that brands can interact with customers the way they want and when they want.
To learn more about how InTheChat can help support your company’s digital desktop strategy, contact us and allow us to demonstrate .