contact centerAccording to recent Ovum research, more than 70% of consumers use three or more channels to get their question answered or their problem resolved.

The question is no longer about which channels you as a contact center manager or professional want to offer. Now, it’s about making sure you are part of the conversation your customers are having wherever they are and on whichever channel they are using. They will have this conversation either with you or without you – especially through social channels, such as Facebook and Twitter.

The adoption of new channels has caused many contact centers to acquire new technology to manage today’s multi-channel conversation. But, too often a “quick fix” is sought and a separate solution is implemented for each individual channel.

At first, this siloed channel approach leads to happy faces on the operations team as the new channel is implemented quickly. However, when the number of channels increases, and the volumes on these channels multiply, the effort to maintain and to integrate channels becomes exponentially challenging.

Before you know it, your contact center architecture will turn into a Frankenstein-like project with you breathing life into a monster made up of incompatible parts.

The issue with such an approach is not to be underestimated. For each administrative update or skill change, you will need to provision multiple individual systems to address each channel. Also, you can’t share resources across multiple channels, which leads to diminished economies of scale. As a result, your contact center isn’t as cost-effective as it can be, and you’ll find yourself hiring more people in your IT department and your operations team to keep your infrastructure “alive.”

To your customer, each channel is just another way of communicating with the same company, and your fragmented approach will increase the customer effort, erode customer loyalty levels, and in the worse case, create a social media storm.

If you’d like to learn more, check out our on demand webinar titled Unleash Contact Center Operational Excellence with Continuous Workforce Optimization. You’ll learn how to reach contact center operational excellence by managing expenditures while fostering good customer experiences with an integrated contact center infrastructure and comprehensive Workforce Optimization solution from one vendor.

Thanks for reading!

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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.