There has been plenty said about changing to an omnichannel cloud contact centre but if change brings you out in a cold sweat, our insights might help …
We all know the importance of not changing for the sake of change but that’s not a reason to procrastinate. According to Google at last week’s UC Expo, “Companies with a high effectiveness in change management are three-and-a-half times more likely to financially outperform their industry peers.”
We’ve seen how contact centres are getting ahead by acting now on business requirements and the needs of their mobile, digitally-enabled customers. An omnichannel, cloud solution allows them to achieve this and be in a position to evolve in the future. But how do you manage these changes?
5 tips on changing to an omnichannel cloud contact centre
- Ensure your digital strategy makes sense from every point of view. Empower your team by involving them in the planning stages. Those that communicate with your customers know what they want and can pinpoint areas which need improvement. Getting everyone on board helps them to commit to the final plan.
- Part of the strategy should be giving the contact centre and back office teams the right tools to help them provide a consistent, compliant service, which follows Best Practice. Being able to meet customers ‘where they are’ requires that processes and channels are aligned. By implementing an omnichannel contact centre, communications can be carried out across different channels but the experience is seamless and uniform.
- To do this, systems need to be automated and integrated so that all applications can talk to each other and data can be shared easily. This enables staff to see all the information and have a complete view of each customer’s history and interactions, regardless of the channel/s used. This will ensure they have the context and content necessary to provide the fast and helpful service people expect – and reduce average handling time. Tip: unless you have many resources at your disposal, add one new channel at a time so that you can concentrate on getting it completely right before moving on.
- Ensure staff are confident about change by providing them with the appropriate training on new systems and processes. Don’t assume that because someone is great at taking phone calls, they’ll be brilliant at handling social media or emails. Each channel, inbound or outbound, requires different skills so fit the right person to the role.
- Use an intelligent knowledge base with documents, guides and insights. This can be utilised by advisors and could also be put on the website for customers to self-serve: using the same knowledge provides a better level of consistency. The facility can track conversations in real time, identify the most relevant information and provide it as a pop-up to the advisor while they’re helping the customer. This will reduce the need for advisors to have to transfer customers.
• Typical features include: search, author name/info expiry dates, KPIs, a Forum and rating facility to allow users to give feedback on the knowledge they accessed.
Lastly, Artificial Intelligence (AI) can take away the repetitive tasks so that your people can focus their time on valuable customer services that enhance your brand. However, don’t trade off providing great customer support with operational efficiency – they have to work hand-in-hand and add all-round value.