GENERALI’S INNOVATION NEWSLETTER


Multi-channel Migdal Israel


The different ways technology is used to support sales agents


By Toni Cohen, Migdal


In today’s increasingly competitive business arena, the channels of communication an organisation has with both its customers and its agents becomes ever more important. Evolving technology has let us expand the way we communicate – Rachel prefers calling the Centre or the agent office, Aharon likes to log on to the secure personal area on the website, while Beverly will leave us a message on Facebook.


With so many channels, including internet, emails, IVR (Interactive Voice Response), Call Centre, mobile telephony and face-to-face meetings, we need to be able to respond effectively however the client chooses to communicate. This requires:


• Consistency – the user receives a similar service or information from all the various channels, except for cases of intent decisions prioritising a certain channel for business purposes, an example being receiving a discount when making a purchase over the web


• Continuity – the user should be able to start a process in one channel and continue it in another, for example opening a claim in the Centre, but checking its status later on the internet


• Choice – choosing the right channel to receive the service according to the user preferences and according to the channel’s features (certain services are not available in each channel)


Recognising the importance of this, we have developed and introduced a number of initiatives to help sales agents meet these changing demands.


20 | iQ COMMUNICATIONS


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