As organisations focus on delivering improved customer experience, enterprises are analysing data to create insights into customer habits to create better solutions that can be embedded into the customer journey. CX is now delivered across a complex customer journey that integrates omnichannel interactions with virtual and human agents. which can play a substantial role in how CX is delivered. This demands increased flexibility and scalability that traditional monolithic contact centre structures are unable to support efficiently.
“Outstanding CX relies on pulling insights from customer data that can identify ways to improve the customer journey,” says Karan Batra, the Senior Manager for Product and Proposition Marketing at Tata Communications which has collaborated with Cisco Systems on its Webex Contact Center. “Critically, this capability must span all the channels through which customers choose to interact with enterprises to ensure a consistent experience regardless of the channel selected and whether the customer is engaging with virtual or human agents.”
This multi-channel, multi-agent dynamic is reshaping CX in the contact centre and transformation has been accelerated by the pandemic which has seen traditional physical contact centres become virtualised as people work remotely. “For contact centres, in contrast to other functions, there is a substantial benefit to being able to work from home because flexible hours are required to serve customers,” adds Batra. “Call centre operators are embracing this move and, at the same time, moving from on-premise solutions to systems based in private and public clouds.”
Enterprises have been quick to recognise the advantages of cloud solutions which deliver improved agility, reduced costs, faster deployment of services, IT efficiencies and stronger security in contrast to on-premise systems. In addition, cloud features enable organisations to have instant access to innovative features and faster access to emerging technologies.
These benefits are stimulating adoption and cloud contact centre spending is set to overtake and outstrip on-premise spending substantially by 2024. Analyst firm Gartner reported in February 2021 that the total contact centre spend was $12bn in 2019, of which 58% was directed to on-premise solutions. Spending in general will grow to $20.3bn by 2024 when 88% of total contact centre expenditure will be in the cloud contact centre market.
Although more is being spent, greater efficiencies are being achieved through the integration of collaboration solutions with contact centres. “This provides seamless back-office support for your front line with the potential to reduce average wait and handling times plus decreased operational costs,” confirms Batra, citing figures from Nemertes Research with estimate a reduction in operating costs of approximately 19% for enterprises that have collaboration solutions integrated with their contact centres.
By integrating CRM with the contact centre, enterprises can achieve a 360-degree view of the customer and further enhance the experience by utilising open application programme interfaces (APIs) for social media integrations and to fuel a truly omnichannel experience. “This enables enterprises to know their customers better, anticipate their needs and communicate with them in ways they find attractive,” adds Batra. “This also opens up the capability to provide cognitive and intelligent experiences via voice and chatbot self-service channels, helping reduce repetitive requests and enable human agents to focus on more complex customer requirements.”
Batra emphasises that Tata Communications’ contact centre portfolio has well-established capabilities to power enterprises’ moves to the cloud and the adoption of contact centre systems that deliver the right CX for customers’ brands. As a certified cloud and managed services partner of Cisco, Tata Communications offers Webex Contact Center powered as a fully managed service with unified service level agreements for businesses from small to enterprise scale across the globe.
“The Tata Communications Cisco Webex Contact Center offering provides the ability to improve customer experience at the same time as optimising performance with faster time to market deployments”
“We can help you transition smoothly to the cloud with flexibility to scale that ensures a consistent, predictable user experience across all platforms and devices. We have huge experience in the implementation of customer contact centres with more than 200 plus countries of operation and the world’s largest undersea cable system owned by Tata Communications, we can deliver end to end cloud contact centre deployment and operations globally for your enterprise.”
To learn more about the Tata Communications’ Cisco Webex Contact Centre offering, click here
from UC Today https://ift.tt/3z2DJqy
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