How Does An Omnichannel Contact Center Work?

When you think of call centers, there’s a good chance that you still picture the outdated version that relies on legacy systems. You may picture an on-premises location featuring rows of cramped cubicles with stressed agents constantly fielding calls from upset customers. While this picture may still be true for some organizations that still rely on old methods, digital transformation entails getting rid of legacy systems and replacing them with modern solutions, so your organization can adapt omnichannel contact center and thrive in modern times.

No matter what kind of business you’re in, no one is more important to you than your customers. Every business owner knows that it’s easier to retain existing customers than it is to attract new ones, so providing an outstanding customer experience with your contact center should be a top priority. One of the best ways you can do this is by upgrading to an omnichannel contact center. Here are a few of the main benefits.

You can support customers on any communication channel.

These days, the term “call center” is sort of a misnomer. Yes, inbound contact centers still field a high amount of voice calls, but that isn’t the only way that customers can reach support agents. In modern contact centers, customers can reach agents via phone calls, but they can also use their preferred digital channels, whether that’s a text, SMS, live chat, web chat, social media, or mobile app.

This adds a much-needed layer of convenience to customer service, and there are several smart routing options and best practices to get customers in contact with agents as soon as possible. For starters, whether it’s on a landline or mobile device, voice calls can be routed to the right agent via interactive voice response (IVR). This provides each caller with a menu of options to choose from in order to reach the best support staff for their needs. AI-driven chatbots can also be used to handle simple customer concerns and get these communications to quick resolutions.

Otherwise, call routing can be handled through agent expertise. With a unified agent desktop, all support agents will be able to track conversations across all channels, and agents can jump into new channels when customers need their help. These quick responses make contact centers much more convenient than they used to be, which encourages customer loyalty.

The omnichannel approach goes a step further.

Typically, even for centers that support multichannel routing, each communication channel exists in a silo. There’s no way for a customer to switch from one channel to another without restarting the conversation. With a true omnichannel solution, customers can seamlessly switch between channels as they please, all while staying in contact with the same agent. This effortless routing creates a seamless experience as well as a unique and personalized customer journey that won’t soon be forgotten.

This effortless routing can be supported in a few different ways. One way is with AI-powered self-service options, like the previously mentioned IVR system. Another way is to integrate your omnichannel routing software with your customer relationship management (CRM) system. This lets agents easily collect customer data, including interaction history, so they can get a better idea of the customer’s typical questions and what products they’re using. Incidentally, having this data available is also a great way for your sales agents to make special offers to your best customers, encouraging their loyalty even further.

Unified architecture makes quality management a breeze.

In addition to providing a positive customer experience and empowering your agents, a true omnichannel contact center makes it easy for contact center leaders to ensure high-quality service on every call. Automatic call recording makes it easy to check any customer interactions where there may have been friction, and it’s easy to monitor agent activity through the unified desktop to ensure quality expectations are being met across all channels.

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