How the Contact Center is Evolving into a Customer Information Hub
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This document discusses how contact centers can become customer information hubs by integrating social media and leveraging customer data and knowledge across channels. It highlights some key points: 1) Contact centers are moving from static knowledge management to dynamic knowledge monitoring using social media integration and customer data analysis from multiple sources. 2) Customers now communicate with companies through multiple channels and expect a consistent experience. Contact centers must detect customer context and intentions across channels to shorten resolution times. 3) There are still challenges to achieving the right balance between customer and enterprise metrics when agents have personal experiences and social relationships that impact their work.
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How the Contact Center is Evolving into a Customer Information Hub
- 2. The Contact Center as a Customer Information Hub Presented by
- 3. Join the Conversation: Submitting your questions in the Go to Webinar window Following along and share your thoughts on Twitter at #TSCWebcast You can participate by:
- 4. The Panel: Barry Dalton is a customer service strategy and technology leader with over 22 years of experience designing and implementing loyalty strategy, business processes and technology architecture for Fortune 500 and mid-market companies. John Hernandez is Vice President and General Manager in Cisco System's Enterprise, Commercial and Small Business Division. His vision combines traditional contact center technology social media, network-based multimedia recording, web 2.0 agent workspaces and video to enable organizations to forge deeper, proactive customer relationships. Dan Miller is a thought leader on Recombinant Communications and the founder/analyst at Opus Research. He has helped to define the Conversational Access Technologies marketplace by publishing widely on the business opportunities that reside where automated speech leverages Web services, mobility and enterprise software infrastructure. Emily Yellin, Moderator, is a longtime journalist and the author of Your Call Is (Not That) Important to Us . Emily visited call centers in four continents when researching her book, and she regularly speaks at industry conferences and in the news media about customer service and contact centers.
- 5. Data & Knowledge Management in the Social Business Model From To Static Knowledge Management Dynamic Knowledge Monitoring Call Center Operations Social Media Integration Desktop Applications [CRM] Information Gathering & Analysis Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service
- 6. Information Creation & Consumption Model in the Social Enterprise Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service Author Publish Consume Feedback Analytics Authors create and/or modify content. In the social web, authors are also consumers Publishing workflow and engagement guidelines Users (agents AND consumers) use the content to address issues. Analytics data gathered based on usage to identify ‘superusers’ Users provide feedback such as recommendations on products. Ratings on content usefulness Analytics & Insight on what is working well, what needs improvement in the customer experience
- 7. How #cctr becomes a hub © 2011 Opus Research, Inc.
- 8. Conversing with customers Multichannel, Multimodal and Mobile Customers choose time, place and channel Companies detect context, impute intention Shorten time to resolution WFO versus WTF??!!! CSRs bring their own “graphs” and experience Enterprise tries to enforce KPI’s and other metrics We have not achieved equilibrium © 2011 Opus Research, Inc.
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