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Digital Marketing: The Future of the Contact Center is Leaving now (Prediction 2)

If you missed the first blog in this series, be sure to read it.

The initial post on this topic pointed out that the contact center is not immune to the market forces that drive today’s business decisions. The second prediction focuses on the thousands of customer interactions that you are managing every day.

Prediction #2: Next best actions drive next-generation interactions

The traditional view of agent productivity—where the workforce is measured on calls handled and/or applications managed in a period of time—needs to be redefined. In this “Age of the Customer” (defined by Forrester Research as “a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers“), productivity needs to be measured by the succprediction2.jpgess of the interaction, by how well the interaction meets the needs of your customers.

For your contact center metrics to reflect this customer-centric reality, you need to understand your customers at an unprecedented level of detail, especially if your contact center agents are going to support bottom line KPIs through increased cross-sell and upsell opportunities. This can only happen if you move to a higher standard of measuring productivity and quality with next-generation tools that enable next-generation processes, or what might be called “next best process steps.”

Real-time, omnichannel analytics

These “next best process steps” that guide agents to more successful contact resolutions are made possible only if advanced omnichannel analytics are in place to uncover valuable customer insight across all channels—and only if these insights are then made available in real-time through guidance applications that enable the agent to recommend a “next best action” to a customer. With such a system in place, the disgruntled caller who complains about his phone service or a recent online purchase can be encouraged more effectively to buy a higher profit plan or product while feeling that his or her needs were met.

But this can only happen if the system delivers what the agent needs to deliver what the customer demands.

Understanding all types of data

Next-generation systems must understand both structured and unstructured data, as well as customer sentiment and intent. They must also deliver information from any relevant enterprise resource and accurate recommendations in real time.

This is exactly what Qfiniti and its  modular product suite can provide for your contact center through its powerful IDOL-based Explore and workforce optimization modules. With Qfiniti, information can be gathered across the entire enterprise and interaction workflows can be optimized in order to deliver the next generation of customer service.

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OpenText is the leader in Enterprise Information Management (EIM). Our EIM products enable businesses to grow faster, lower operational costs, and reduce information governance and security risks by improving business insight, impact and process speed.

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