Contact Center Solutions Featured Article

Driving Customer Satisfaction in a Multichannel World

November 05, 2012

In the contact center industry, the main goal is to efficiently handle customer interactions to supply information or complete transactions to the satisfaction of the customer. While it sounds simple enough, not all customers use the same channels for interaction and not all users have the same expectations when it comes to customer service. The contact center must then determine the best strategy for satisfaction in a multi-channel world.

The proliferation of smartphones as a key communication device has changed the way customers interact with companies. The live phone conversation is still common, yet consumers are increasingly using self-service channels to complete transactions, gather information and more.

To understand customer satisfaction when smartphones are the dominant communication channel, the Adcom Group for Virtual Hold Technologies conducted the VHT Customer Experience Benchmark Study. According to this press release, the study examines customers using financial mobile apps to perform a variety of tasks.

Consumers use their smartphones for contacting businesses and contact centers in a variety of industries, yet financial apps are among the more popular for smartphone users. The challenge, however, is that 70 percent of users have reportedly experienced frustration at some time when using their apps to achieve real-time goals. This frustration, when not resolved quickly and easily, can lead to negative consequences for the brand.

"Customers expect mobile apps to help them complete tasks. It's a moment of truth for the business, and when the app fails to meet their needs, customers become frustrated and are less likely to use the app again," said VHT CEO Wes Hayden (News - Alert), in the press release. "The complete results of our study shed light on customer interactions with apps and the need to improve the transition from automated self-service to human help."

As society becomes more mobile, consumers will continue to use smartphones and other mobile devices to try and accomplish tasks in real-time, while on the go. If a contact center or application can’t support seamless activities through this channel, customer satisfaction deteriorates and customer churn can easily increase.

To combat a negative turn, the contact center needs to take action, offering extended capabilities, such as multichannel callback with context. This customer-centric approach ensures the needs of the customer are addressed to generate satisfaction and loyalty. Learning how to transition to this level of quality care is the focus of an upcoming webinar.

TMC (News - Alert) has partnered with Virtual Hold Technologies to offer a free webinar: Using Multichannel Callback with Context to Improve the Customer Experience, scheduled for Thursday November 8, 2012, 2:00 PM ET/ 11:00 AM PT. Register today to learn how your contact center can make the necessary changes to drive customer satisfaction.




Edited by Brooke Neuman

Article comments powered by Disqus

Related Contact Center Solutions Articles

What it Takes to Deliver a Superior Customer Experience

For enterprises large and small around the world for the past several years "Improving the Customer Experience" has become a C-level priority. Some might even say customer experience (CX) has become a preoccupation. The challenge for everyone who is a stakeholder in developing ways to improve CX is in divining the answer to a straightforward but devilish question, "What does it take to deliver a superior customer experience?" [ Read More ]
09/02/2014

Big Data: Changing the Recruitment Process

Big data is having an impact on every aspect of business today, and recruitment is no exception. Many HR managers are increasingly turning to big data to find the right people for the right position. This idea of using big data for recruitment is called people analytics, and has been adopted extensively by many companies, especially those in the call center industry. In fact, call centers have been one of the biggest beneficiaries of people analytics because of its high attrition rates and the d… [ Read More ]
09/02/2014

Mobile UC Benefits From 'Interactive Virtual Queuing' For Efficient Customer Care

A recent study commissioned by Nuance of 1,000 American consumers, confirmed the changing needs and concerns for customer service brought about by smartphones and online self-service applications for information and simple business transactions ("mobile apps"). Eighty-two percent of consumers only contact customer service when they can't resolve their needs online by themselves. [ Read More ]
09/02/2014

How to be the 'Squeaky Wheel' of Customer Service

Sometimes getting customer service can be tougher than anyone might expect. It's easy to think that, particularly these days, businesses will go to just about any lengths to get and keep customers, but when it comes to customer service, that's not always the case. However, there are ways that customers can, at least somewhat, force the issue, and get great customer service out of a company, even when it would seemingly rather not provide that service. Squeaky wheels, after all, get the grease, a… [ Read More ]
09/02/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!