Crowd-of-peopleA symptom I see recurring when speaking to contact center managers who are deploying hardware-based contact center solutions is a desire to provide a more personalized experience to their customers.

“Yes my contact center routes interactions to my agents, but I would like to give my customers a great personalized experience. I can’t do that with my current solution.”

Sounds familiar?

In a recent webinar titled ‘One to one Routing’ I discussed the needs and benefits for a well-designed, cross-channel, one-to-one routing strategy.

During the webinar I asked the audience two poll questions about their current landscape. The first question I asked was: “Have you implemented a skills based, data driven routing strategy to provide a more personalized customer experience?”

Here are the results:

The majority of the audience has not implemented a personalized contact center routing strategy, but 31% recognize the need to do so and are trying to find a solution.

During the same webinar, I discussed how the rise of different communication channels will drive the need for a cross-channel strategy. Understanding cross-channel customer behavior is a key requirement for providing a consistent customer experience.

The second poll question I asked was “How many communication channels does your organization offer to customers?”

The audience responses indicated that only 8% of the audience offer a single channel and almost all customer service operations offer at least two channels but more is very common.

To me this proves that in today’s world consumers hold the power, and are driving enterprises to serve multiple channels.

In order to provide a consistent customer experience across these channels a good contact routing strategy is a ‘must.’ During the webinar I shared ‘The Four Ingredients’ to creating a smart one-to-one contact center routing strategies for your business:

  1. Recognize your customers over all channels
  2. Define your skill matrix or framework
  3. Create business/routing rules aligned with your objectives
  4. Determine your virtual resource pool you can pull from

To make this cross-channel dream a reality you should begin by having one contact center solution for all your communication channels, or what is sometimes referred to as a ‘Universal Queue’: A Universal Queue creates one overview of incoming interactions; uses one set of prioritization rules, and can assign work to employees using one skill database.

Read more about best practices in contact center routing in our eBook. Or register for our next webinar and be part of the survey!

Stefan Captijn

Stefan Captijn

Stefan is Senior Director Strategic Marketing at Genesys. Stefan joined Genesys in April 2000, lives in the Amsterdam area with his wife and two children. In his free time, Stefan enjoys building loudspeakers, cycling and running.