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Survey Findings: Drivers and Barriers to Digital Transformation in Modern Contact Centers

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March 20, 2019
By: LiveVox

The latest LiveVox Contact Center Survey data shows that digital transformation continues to accelerate, making it a top priority for contact centers in 2019. To succeed in the digital age, more and more contact centers are rethinking their legacy approaches, challenging the status quo on long-standing processes, and pushing to adopt new digital technologies.

Digital initiatives at contact centers can significantly vary by their customer needs, size, or industry segment. Three main initiatives are emerging as cornerstones for building a robust modern, digital contact center.  

  • Unifying customer data and creating a single source of truth
  • Creating an Omnichannel Experience: Delivering a connected experience across channels
  • Moving contact centers to the cloud to leverage innovations quickly

This path to customer-centric digital transformation can be complex and daunting. LiveVox surveyed over 3000 contact center leaders to understand the drivers and barriers on their digital transformation journey. We are excited to discuss the top insights from the survey report.

Survey Demographics

In this report, the 3000+ responding contact center leaders represent over 300,000 agent positions in a variety of industry segments, including Finance (28%), Retail (17%), Technology (13%), Healthcare (8%), and BPO & Collections Agencies (3%). The report also presents results by contact center services segments, providing insights on the requirements of customer support, accounts receivable, and telemarketing/teleservices operations.

 

Key Insights from the report:

How centralizing customer data enhances the use of existing features

Today, the contact center industry looks to jump on the AI/chatbot bandwagon. But our survey revealed that many contact centers are still struggling to effectively leverage some of the existing key capabilities such as Advanced Skills-based Routing, Business Intelligence/Reporting, and Multichannel Engagement.

At the root of this problem is the siloed customer data stuck in different channel and application workflows. As contact centers lag on the digital initiative to centralize customer data, they are unable to effectively route the customer to the right agent, gain a complete picture of contact center performance, or create a seamless multichannel experience for the customer.

Download our report to learn which features are most challenging to leverage when your customer data is siloed.

A legacy approach prevents from delivering a connected CX

One of the biggest barriers to delivering a seamless experience is using the legacy approach – separate inbound and outbound voice platform – to handle customer calls. Today customers want an omnichannel experience which is not possible with a siloed voice approach. In the survey, 55% of respondents stated that they continue to use desk phones/PBX to handle inbound calls, customer responses, and/or customer follow-up routing. Moving to a platform where you can blend your inbound and outbound call activities is key to delivering a positive customer journey.

 

The State of Multichannel Adoption: Digital Channels and Challenges

Contact centers are increasingly adopting digital channels to engage customers on their channel of choice. However, contact centers continue to struggle with integrating these channels seamlessly and creating a unified omnichannel experience. To offer a seamless experience across channels, contact centers need a platform that can help them overcome the challenges outlined in the image below:

 

To learn how customer channel preferences vary in different industries, click here.

Lack of Unified Customer Data Prevents Agents from Delivering a Connected CX

Again, lack of a key digital transformation initiative leaves contact center agents largely ill-equipped to provide customer-centric engagement and gain a complete picture of the entire customer journey. Over 60% of contact centers across industry segments stated they have either limited or no integration between their system of record and contact center technology. Without the necessary information, agents are unable to drive more personalized and speedy resolutions.

Moving the contact center to the cloud

As we mentioned earlier this is another key pillar of digital transformation. Moving your contact center to the cloud enables you to adopt contact center innovations faster and transform engagement strategies to meet ever-changing customer expectations. Over 50% of respondents have either already made a move or are preparing to make the transition to a cloud-based contact center in the next two years. Contact centers can overcome challenges in customer data centralization, multichannel adoption, and agent access to customer data by adopting flexible cloud-based solutions.

Don’t miss the wave of digital transformation. To access the complete The Third LiveVox Contact Center Survey report, click here.

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