INTERVIEW on contact centre strategy
point of any interaction, and bringing experts, managers or admin support to the customer rather than moving the customer from point-to-point.”
This anchor approach is helping companies to reduce the need for customers to repeat basic information, increasing speed of resolution and generally improving customer service. Investment in this technology is proving worthwhile since consumers are not only demanding better customer service, on their terms, but they’re also prepared to act if they don’t get it. In fact, the Youbiquity Finance research with BT reveals that a good experience with a call centre agent or branch staff impacts positively on their loyalty towards a bank for 71 per cent of UK customers.
“It is technology that is making it easier and quicker for them to do exactly that, and then to share their experience with the rest of the world,” stated Keightley. “This is one of the main reasons that smart companies
are beginning to incorporate tools that monitor and manage social media into their call centre operations. Technologies like Avaya’s Social Media Manager give companies the tools via the contact centre to analyse large amounts of social media content in an automated fashion and enable customer service agents to take action. If customers are sharing negative experiences of your brand with a global community via Twitter or Facebook, smart companies want to know about it and allow their agents to act early to resolve the situation.
Immediacy “We see why this is important when consumers tell us, again through our Youbiquity Finance research, that 43 per cent believe that seeing negative coverage about their bank in the press or on social media would make them move. Companies are fast recognising that social media has to be a two- way dialogue and it has to be ‘live’. It’s part of delivering service on the customers’, new and much faster, terms.”
The contact centre set-up is evolving and forward thinking companies will always ensure that they address the points that are most important to the customer, speed, convenience and above all with an emphasis on serving the customer well and doing it on their terms. An evolution that centres around these key points has the potential to turn a one-time interaction into a lifelong relationship. Around 90 per cent of Avaya’s business in EMEA goes through the channel and a large portion of that is customer service-driven contact centre technology.
“When you consider that the customer service industry is worth billions to the UK economy you begin to picture the potential revenues available in this channel vertical,” said Keightley. “Yet businesses continue to do no more than pay lip service to integrating social media and mobile apps into their business process.”
The opportunity for the channel is to ensure that all
of the customers’ contact centre communications – from apps to social media and video – are integrated with the rest of the company’s existing communications and back office infrastructure in order to provide a seamless customer experience. For example, making sure customers have a network that can cope with the influx of data that may occur via new social networking technologies, that they have the technology in place to locate experts or initiate video calls, and that they have a strategy in place to store, and easily retrieve, a customer’s contextual history.
“These are all skills which will ensure the conversation is a seamless and convenient way for customers to engage with businesses – and visa versa,” commented Keightley. “With their skills, technical know-how and in-depth vertical expertise, our partners are well placed to consult with customers on how they can make their application successful for the specific customers
they’re targeting as well as educating them on the importance of ensuring the app is genuinely a one-stop- shop for customer service.”
Solutions training Avaya is training its partners on how to sell Social Media Manager and other emerging products as part of an overall solutions selling strategy. This is in line with its commitment to help the channel focus on selling business solutions rather than simply products.
“As with any emerging product that we introduce there is an early stage where Avaya takes the lead on introducing the new technology to the customer,” pointed out Keightley. “We commit to working alongside the partner who owns the customer relationship to make sure we ease their introduction to the product. Naturally, there is a crossover point when more of the consultancy, selling and implementation will go via the channel. In this way our partners are not penalised for innovating or selling our newest technologies.
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POWERNET
249 Midsummer Boulevard, Central Milton Keynes, Buckinghamshire, MK9 1EA
www.comms-dealer.com
t: 01908 298588 e:
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www.getvibe.info twitter: @PowernetISP
COMMS DEALER MAY 2012 31
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