Hybrid contact center: the customer experience within companies
TO Customer eXperience Now, an event staged last May 24 at Le Village by CA in Milan, we focused on role of customer experience within companies and, providing an overview of the latest technological innovations, the importance of developing a culture in this area was discussed.
CXNow, the Italian reference event for customer experience, employee experience and service experience, saw the participation of Luana Beni , Ingo’s Italian sales director, who spoke about the hybrid contact center , an essential tool to offer consumers an optimal customer experience.
Hybrid Contact Center: the #phygital multi-channel approach
The neologism Phygital refers to the integration between digital (more extensively between remote channels) and the physical channel. Companies have changed their contact strategy with their customers in recent years and have decided to expand or integrate their communication channels
The contact center is a leading player in the management of contacts and the hybrid multi-channel phygital, available thanks to the most modern technologies, allows the real integration between the different remote channels and an integrated process with the physical channels. This system can be used in various sectors, for example:
- Multi-utility sector: need to monitor the territory with physical branches.
- Smart ABB online banks: online consultancy in a dedicated space.
- Purchase started on e-commerce, live chat and organized delivery in-store for trial and purchase.
What is the ideal strategy for contact center automation?
The need and goal of automating the management of contacts arises from the intent to reduce costs and improve the customer experience of customers , offering a 24-hour service and decreasing waiting times.
Primarily it is necessary to understand if it is necessary to introduce an advanced BOT-IVR and it is necessary to carry out an assessment of the volumes and the perimeter / context. Later it goes identified the customer journey that you want to create for your user and finally the technologies to be used must be evaluated and if an advanced IVR should be introduced.
The automation project does not end with the start but it is always necessary to provide an effort for maintenance and training, in order to maintain constant or improve the automaton management percentage. A way-out must always be left that leads to contact with the operator.
How to manage a contact and ensure a good customer experience?
To better support the service team in contact management and ensure a good customer experience for the customer, it is important to guarantee an advanced knowledge base, structured and shared. The CRM must be developed considering the user-ability of the user and the analysis tools that allow to be used measure customer and operator sentiment in real time.
A company can carry out a series of activities that allow for a checkup on its degree of maturity. For example, mapping processes and adapting them to the chosen contact channels, training the service team in order to be able to rely on a team of tested and effective telephone consultants, carrying out planning processes and paying attention to turnover, defining quantitative and qualifying KPIs and constantly monitor them.
Try the omnichannel strategy for your business
XCALLY , thanks to the multichannel and technological innovations created by the INGO group, is able to build specific projects for each company , following the process from the initial analysis phase to the implementation of integrated, scalable and modular omnichannel strategies. The Made in Italy platform at the service of the customer experience.