Is your contact center multichannel? I bet it is. The number of companies who handle just one channel are close to extinction. Recent research reveals that over 70% of customers in developed & emerging markets use three channels or more to communicate with their banks, insurance companies, telco’s etc.

No problem you think?

Many contact center managers probably feel completely ready. But there is much more to this research: There are really just two channels that drive resolution. The phone is still, by far, the best and most efficient channel for 1st contact resolution. Email is the 2nd channel but resolution takes multiple cycles, so 1st contact resolution suffers badly. Most of the other channels such as FAQ’s on the web, chat, facebook and twitter score marginally.

So the clue is that whatever channel is choosen, at some point your customer will pick up the phone to get an answer. However by the time they are talking to your adviser, they have already interacted with your company using one of the other channels you offer. Many organizations are beginning to realize that having a multi-channel contact center is not enough. To really create a positive Customer Experience you need a ‘cross channel contact center’.

contact center solution

You might be thinking … “But I have all contact history for all channels so what’s the problem?”.

You need more than just a record of each contact moment made available to your agents. You need to do something every-time a customer changes channel. By the way, your website is a channel too. And so is your mobile app.

A modern contact center solution enables you to manage the entire customer journey over all channels and touch points.

Here are three requirements you should consider:

  1. All channels should be handled by one solution only
  2. Ability to make routing decisions based on recent customer channel behavior
  3. Preserve the context of the conversation when customers change channel

To learn more about the Cross Channel Conversation we invite you to download the whitepaper Connecting the Dots: Proven Methodologies for Managing Customer Conversations now.

Follow me on twitter: @stefancaptijn

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.