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

HGS Pembroke Named Contact Center of the Year by ORCCA

Hinduja Global Solutions (HGS) Limited's Pembroke, Ontario, site recently received the Contact Center of the Year award from the Ottawa Regional Contact Center Association (ORCCA). The award winners, which were announced earlier this month, were recognized for employee engagement, personnel development, quality assurance and customer satisfaction program. [ Read More ]
09/23/2014

Watermark Consulting Study Reveals Business Value of a Great Customer Experience

For several years we have all heard how improving the customer experience has become a top priority of C-levels around the world, and that in a world of commoditization it is key to creating long-term sustainable competitive advantage. While this has been gospel for obvious reasons, it is always nice to have validation in the form of some statistics. This is precisely what customer experience advisory firm Watermark Consulting has done with its recent analysis of stock market returns which found… [ Read More ]
09/22/2014

Stalag Call Center?

I started thinking about Stalags a few weeks ago when I checked into a hotel with my wife. I pointed out a large call center across the street and my wife asked, "How do you know it is a call center? I don't see any signs saying that!" Her question hit me like a Mack truck. How did I know it was a call center? Were there any real clues or was I just clairvoyant? [ Read More ]
09/22/2014

Contact Center Solutions Week in Review: Hiring Spree in the US

There are two interesting trends that continue to make their appearance in Contact Center Solutions Community news on almost a weekly basis, and this week they are prominent. They happen to also be closely related. The first is that that with customer experience improvement being such a large priority for companies around the world, the investment in contact centers is clearly increasing. The second is that whether it is contact centers for individual companies and government agencies of relying… [ Read More ]
09/20/2014
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!