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 todays 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 productivitywhere the workforce is measured on calls handled and/or applications managed in a period of timeneeds 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 success 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 channelsand 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.