Forrester: How to harness contact centre technology for improved CX

by
1st Oct 2013

The trend for organisations to differentiate on customer experience, rather than product, is sweeping across all sectors. But for the customer service space specifically, how can the experience be improved when contact centres are so much at the mercy of complex technology ecosysttems. 

So asks Forrester analyst Kate Leggett in the latest of her seven-part focus on customer service technology. In a blog post, she outlines five recommendations to help organisations enhance the quality of their service delivery:

  • Align your customer service strategy with your enterprise customer experience strategy: This alignment will determine the technologies you implement and how you measure success.
  • Partner with the right stakeholders in the organization to drive transformation: Instead of simply managing a technology refresh, today’s competitive environment calls for a more transformative strategy. You need to build a shared set of customer experience goals with key business stakeholders such as the CIO and CMO. This will help customer service organizations drive more transformational projects.
  • Understand who your customers are and what they want to do with you: Make sure that you build a well-integrated multichannel architecture, backed by a solid foundation of knowledge management, to support these consumer demands.
  • Design a contact center infrastructure that supports business process changes: The shift from best-of-breed components to integrated suites for multichannel contact centers is happening — make sure to choose technologies and vendors that will provide you with the necessary business agility to futureproof your business.
  • Don’t forget about your customer service agents: Choose technologies that empower them with the information and content they need to communicate with your customers productively, effectively, and efficiently.

In the previous part of the series, part five, Leggett categorised customer service technologies by their maturity and business value delivered whilst in part four, she outlined the changing nature of the vendor landscape.

Replies (0)

Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.