DIGITAL TRANSFORMATION
BY MEREDITH KELLER, GLIA
ILLUSTRATION PROVIDED BY ADOBE IMAGES
For decades, the call center has been the heart of customer service beyond the in-branch or in-store experience. As new digital options to interact with customers have emerged, they’ ve been largely bolted onto the existing call center, leading to a collection of disparate- and often dysfunctional- channels from“ all-in-one” solutions.
Online chat and video, for example, have become disconnected service silos despite being managed through the same call center platforms. This legacy, phone-first approach results in disjointed journeys, inefficiencies and a frustrating experience for customers and call center representatives alike.
As a result, the call center- once the trusted facilitator- has gotten a bad rap for blocking a truly successful customer experience( CX).
42 CONTACT CENTER PIPELINE
DOUBLING DOWN ON DIGITIZATION WHY SINGLE-PLATFORM INTERACTION SOLUTION INTEGRATION IS ESSENTIAL.
Many service call centers run on traditional voice-centric infrastructure and processes designed for handling phone calls only. This dated technology makes it difficult for staff to effectively connect with customers and confidently resolve issues.
As integral as both the digital and phone support channels are, managing them as two separate solutions causes other notable problems, such as inefficient staffing and cumbersome transitions between channels.
... THE CALL CENTER... HAS GOTTEN A BAD RAP FOR BLOCKING A TRULY SUCCESS- FUL CUSTOMER EXPERIENCE...