customer experienceAs more and more companies understand the strategic importance of delivering great customer experience, many are actively embarking on company-wide initiatives to do it. From the marketing department to the mobile apps team to the back office, employees from across the company are engaging with customers more than ever before. The CX transformation opportunity is big with results coming in the form of improved revenue growth, increased customer satisfaction, and a lower cost to serve.

But, in a world where 77% of customers use more than one channel when communicating with companies, often starting on the web and moving from one channel and person to another as they complete their goal – or customer journey – delivering a seamless, low effort experience is becoming harder to achieve. The path to CX transformation can be filled with lots of new ground to cover, often requiring complete shifts in people, processes and technology.

Where Does CX Transformation Start?

For years, the teams running the contact center have focused on delivering outstanding service, while solving everyday problems associated with bad experiences – like self-service failings, long hold times, repeating information and interactions, and too many transfers. As contact center managers tackled these issues, they were often the ones re-engineering customer-facing processes and how agents and the overall organization effectively engaged with customers. In many cases, success required major disruptions in technology to accelerate the time to market with new innovations.

As you look to transform CX at your company, look no further than the contact center to get started. It’s here that many of the major CX disruptions from the last decade have happened! Below are 5 disruptions that changed the game in the contact center and helped transform CX along the way:

1. Software CTI displaces hardware approach to CTI – brings greater flexibility in dealing with contact center infrastructure, while bringing context to customer interactions in the form of screen pops providing customer info. It saved companies millions of dollars with shorter call handling times, while eliminating the need for customers to repeat information.

2. Multi-channel software platform displaces hardware ACD – the move to multi-channel CX was born in the contact center with software-based routing that enables companies to treat customers seamlessly and consistently across all channels – voice, email, web chat, SMS, social, and more. The result is a better ability to engage with customers across the end to end customer journey – anticipating their needs and proactively reaching out to them – while offering them choice of channel.

3. SIP multimedia sessions displace ACD telephony – contact center infrastructure moves from voice-only TDM environments to open, SIP-based multi-channel communications. Companies benefit from virtualized operations, simplified management of communications and consolidation of infrastructure.

4. Cloud extends options beyond on-premises – Contact center solutions in the cloud open the doors of innovation to companies of all sizes with flexible deployment models and the ability to bring on new channels quickly and easily. Companies benefit from cloud economics and agility, including reduced costs and faster time to market.

5. HTML5 multi-channel desktop displacing PC clients – agents can now deliver seamless, multi-channel customer experiences from a single agent desktop interface. Complete customer history and context is preserved, resulting in highly personalized, low effort experiences for the customer combined with an improved and empowered agent experience.

Join us for a Forrester Webinar

If you’d like to learn about more CX innovation happening in the contact center and beyond, join Forrester Principal Analyst Kate Leggett and Genesys CMO Reed Henry on April 16 for one of four live webinars, taking place for North America, Latin America, Europe and the Asia Pacific region. We’ll cover exciting new areas like Speech Analytics and WebRTC, and discuss how to drive innovation using new technology that streamlines the customer journey, creates seamless cross-channel conversations, and reduces TCO.

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