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3 Keys to Closing the Cross-Channel Gap

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February 19, 2019
By: LiveVox
Topics: Operations

Takeaways from Subway and LiveVox Session at CCW Winter 2019

At the 2019 Winter Customer Contact Week in Nashville, over 300+ contact center leaders joined together to share, explore, and learn about the latest ideas and innovation helping businesses find solutions to omnichannel challenges – some of which were noted in their recent survey:

  • 63% of organizations are not measuring their ability to honor channel preference
  • Fewer than 25% of businesses can handle complex interactions in digital channels
  • Needing to repeat information, difficult self-service and inaccurate or inconsistent information are the greatest sources of customer frustration.

To help tackle some of these challenges, engagement operation leader from Subway, Susanne Sasso, and Digital Product GM, LiveVox, Boris Grinshpun, joined forces to host a series of thought leadership roundtables on the lessons learned and best practices to help those still struggling. Attendees of the session titled, “Omnichannel: Delivering World-Class Experiences through Connected Channels” had some interesting discussions, 3 main takeaways include:

  • UNIFIED CUSTOMER PROFILES – As the ways a customer engages with contact centers multiply, across voice, email, SMS, website, chatbots and more — so does the volume and location of data that informs contact centers who a customer is.

Contact centers, therefore, must make strides to invest and adopt ways to unify these siloed data elements in order to build a solid foundation for understanding and providing a unified digital engagement strategy.

This is usually achieved by leveraging modern CRMs to capture and manage multichannel interactions — creating universal profiles — that can also be leveraged to configure multichannel strategies.

  • UNIFIED INSIGHT– One of the biggest oversights that can happen in the push towards omnichannel is foregoing historic best practices of optimization. Each new channel is essentially the addition of a new workflow– understanding what works, what doesn’t work, why, and how to adjust it – is key to advancing each new channel. Attempting to add all workflows at once and without these best practices lead to confusion, disconnected experiences, and dissatisfaction.

Tools such as analytics, quality management, and workforce management have been leveraged to achieve this. However, these tools have historically been focused on voice activity. Contact centers must also make investments to evolve and integrate these tools to include new digital channels. In doing so, contact center leaders are empowered to incrementally add and optimize each new channel into their workflows.

Tools such as analytics, quality management, and workforce management have been leveraged to achieve this. However, these tools have historically been focused on voice activity. Contact centers must also make investments to evolve and integrate these tools.

  • UNIFIED CONFIGURATIONS– Perhaps the most overlooked yet equally critical element of closing the cross-channel gap, is the ability to make changes across the entire customer journey. While simple enough to understand, these changes in reality, often require heavy IT support and multiple steps in order to achieve a simple change. This delay often leaves heavy gaps across each channel interaction. If a change is made in an SMS interaction that is not relayed to the agent during a voice interaction, both the customer and the agent can be left confused and frustrated.

Creating an environment where universal configurations require deep integrations across each application. A project that once again comes at such a high cost in time and resources, many contact centers have not yet achieved.

At the heart of these 3 takeaways is one theme – integration. It is no surprise then that a recent Deloitte global contact center survey report noted that integration of existing applications remains a top concern among 62% of contact center leaders. This challenge will only increase as the number of digital channels continues to accelerate.

The biggest hurdle to integration is simply the time and cost required to achieve it. These projects can easily cost millions and result in years of implementation. Not many contact centers have been able to achieve this.

But cloud technology is offering a new path. One where data centralization is inherent, insight is streamlined, and configurations are made from a single desktop. To learn more about how cloud innovation is helping achieve these three key elements to closing the cross-channel gap, read our recent blog, “Introducing the LiveVox [U] Series: A Practical Path to ROI-Driven Digital Engagement” by clicking here. LiveVox will also be hosting another thought leadership event on Digital Customer Engagement at CCW’s annual conference taking place in July in Las Vegas.

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