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Finding the ROI of Customer Experience

Omnichannel Contact Center Solutions: Optimize with Data Mapping

Omnichannel Contact center screen shot of interface

It’s a common experience—you must tell a customer service rep your personal information moments after you inputted it into the IVR system. You have to explain to a call center agent about the failed website self-service experience that prompted your call. You respond to a direct mail or SMS promotion, only to find a clueless representative on the other end of the line. 

In this article, we'll explore one of the most important ways to transform a traditional multi channel call center into a fully optimized omnichannel contact center. In short, for omnichannel customer experiences to be as effective as possible, your contact center platform needs to do a better job of utilizing the data in the customer journey to create more seamless experiences across all touchpoints.

Even for companies with already established multichannel and omnichannel contact center operations, they rarely connect customer data across the full customer journey. Customer service experience breakdowns are commonplace and it can be extremely frustrating for customers to have to repeat the nature of a support problem with a contact center associate. In order to create seamless customer engagement, it is important to first understand the service channels customers most utilize.

Omnichannel mapping and channel scorecards

There are numerous ways for a company to map its channels, and one way is to create a scorecard. For example, start with a list of your top 10 channels, based on volume, types of questions asked, and average handle time.

The scorecard can also inspire ideas for further assisting your customers. Are phone calls or web chat more popular at certain times of day, or regarding certain types of customer questions? Do you have live agents who can quickly respond to a customer’s question our concern on your website or on social media?

In the race to engage customers, it is easy to get locked into focusing on just a few channels, but an attribution system can help companies obtain a more holistic view. A system for tracking and comparing the KPIs for each channel should be part of not just an omnichannel strategy, but an overall CX strategy as well.

By using customer data generated across various touchpoints, historically and in real time, contact center associates can create more personalized experiences and deliver prompt and relevant support. Voice, mobile, web, social, chat, email and other channel activity can be combined with transactional, sentiment, demographic, and other data to arm contact center associates with appropriate information. In addition, CRM data can add insight about which products a customer currently has, how valuable a particular customer is, the stage of the lifecycle a customer is in, etc. This data allows organizational leaders and customer-facing employees to deliver interactions that customers expect. It’s a necessary evolution for the contact center of the future to transform from a cost center to a superior customer experience creator. And it has real impact on the success of the business.


Optimize your omnichannel contact center to improve customer experiences

What does it take to get to this advanced state of omnichannel evolution? A good starting point is to pick a particular area of support (e.g., chat) and run a pilot to determine what common communication channels feed into this area. It is also important to determine how processes, data integration, and support can be improved to generate better customer experiences overall.

Let’s use a hypothetical example from a consumer bank. Analysis of customer sentiment and feedback from a retail bank reveals a high share of customers are dissatisfied with support between the hours of 5 p.m. and 9 p.m. on weeknights. A deeper dive shows that a large percentage of these customers use SMS text messaging to try to obtain information about their balance during these hours. However, associates working in the SMS channel don’t have access to account information and are unable to help them. Organizational leaders can act on these insights and take steps to ensure that associates are provided access to customer account information on a 24/7 basis. Taking these actions to improve the customer experience will also likely reduce call volumes to the contact center.

Contact center associates can also interact with customers and recognize the customer’s interaction journey as they move between channels (e.g., “I see that you were attempting find additional information about your account on our website. How may I assist you?”). Simple acknowledgement like this will go a long way in showing customers that you value their time and understand their issues.


Evolving the use of data in your omnichannel contact center

Of course, data is critical for these advancements in service quality to occur. There are numerous ways that organizations can use customer data to gain deeper insights into customer behaviors and customer sentiment to drive improved outcomes.

CX analytics help determine the reasons why people use the channel of their choice. Executives can act on these insights to craft the best intra- and inter-channel experiences. Customer data and predictive analytics can also enable customer experience leaders to identify the aspects of a product that customers need support for. Our research finds that 20 percent of all calls made by customers occur in the first month after purchasing a product or service. Associates should be provided with insights on the type of support these customers are likely to reach out for. Armed with these insights, associates can be prepared to address customer inquiries immediately. Having this knowledge can help contact centers reduce the number of repeat calls on a particular issue while improving NPS.

When associates can deliver these types of experiences it demonstrates to the customer that the company knows who they are and is able to provide them with intelligent support to address his needs and preferences. And this level of advanced knowledge and relevant support can help to strengthen trust and loyalty and increase customer lifetime value.


Learn more about our omnichannel contact center solutions and services

We hope you enjoyed this article about omnichannel contact center optimization. Here is additional content from our digital consulting and technology services experts.

Omnichannel Contact Center Digital Transformation Best Practice: A key aspect of successful CX and digital transformation is contact center transformation in which digital technologies for customer insights, call deflection, personalization, and automation are optimized to turn your old fashioned call center into an omnichannel contact center of the future.

Channel Orchestration: Make Your CX Efforts Sing: Providing multiple support channels is one thing - it’s another to operate those channels with a coherent, optimized approach. A successful omnichannel contact center solutions requires true channel orchestration that aligns the best channels to the right interactions. In our White paper, our team outline 4 keys to successfully integrating traditional and digital channels to create a successful omnichannel contact center solution.

Cloud Contact Center Solutions to Accelerate Digital Transformation: Cloud based contact centers provide many benefits, such as increased flexibility, cost savings, and the ability to support customers from virtually anywhere. As companies move from on-premise to cloud contact center software, there are new opportunities to identify CX innovation and leverage cloud contact center best practices to enable value-based transformation. In this trends report, we explore four ways brands are taking advantage of cloud contact centers to spur business growth.

Omnichannel call center and contact center software: Humanify Connect is an enterprise-class, highly scalable, all-in-one cloud solution natively designed for digital interactions. Its advanced omnichannel platform features makes it easy to use, simplifies deployment, and gives companies the agility to grow their customer service experience as quickly as their business.

Contact Centers Are Different Than Call Centers, And Why It Matters: Does your business need a call center or a contact center? Although these terms are often used interchangeably, there are key differences between these common business communication models. Just as multi channel is not the same as omni channel, call centers are not the same as contact centers. Understanding those differences and how they apply to your business needs is a critical first step to building an efficient, differentiated customer experience that drives loyalty and customer satisfaction.