The evolution of contact centres

Digital is going to dominate customer service in the future, but what does this mean for businesses and their customers? Some think that contact centres should go digital or die. But, we think that interacting with customers over digital channels (i.e. email, web-chat, or social media) is not as clear-cut.

The continual rise of digital

A factor leading to the continuous growth of digital interactions is the popularity of handheld electronic devices. And the type of customer service these devices promote through their interface.

Ten years ago there was no web chat, smartphone apps, social media and very little email. And now that 79% of all online adults own a smartphone, it is not a surprise that these channels are becoming more popular for customer service.

But what channels do customers prefer?

Think about it, when you are using a 5 inch screen that is designed for multi-tasking are you more likely to open a web chat, or move the screen to your ear?

Softwareadvice, a company that evaluates IT management services, suggests that the decesion between phone and web chat is dependent on the context of a query.

They suggest that web chat excels at providing immediate answers to simple questions, but as the question or support issue becomes more complicated the telephone gains an advantage as it is easier to get your point across when speaking. Also, digital channels are still perceived as being unsecure, which means customers are more comfortable talking about sensitive (i.e. financial) information over the telephone than in a web chat window.

What about age?

Customer service channels decrease and increase in popularity according to age.

Dimension data report that those born between 1981 and 1999 are confident using digital channels for customer service: web chat and social media are the most popular channels for this age group; electronic messaging is third and telephone is last.

Those born between 1961 and 1980 show confidence in web chat (20.6%), social media (11.6%), and electronic messaging (28.3%). But the telephone is still the most popular channel (28.5%).

The increase and decrease in popularity displayed in these figures are a useful guide but should not be considered as a catach all, as they do not show a generational shift in opnion jus that some generations are more comfortable with new technology.

Omni-channel needs seamless technology

With customers discovering companies through an increasingly diverse array of channels, it has never been more important to be aware of where your customer's want to find you and how to engage with them.

The success of integrating channels relies on whether you are able to provide an experience that transcends channels -- customer's don't care about the logistics of swapping channels, they want their query solved as soon as possible.

In these situations technology is often the answer, but can often require significant investment.

However, Moore's Law and cloud technology is on your side.

Moore's Law observes that tech develops at an astonishing pace and what was once unobtainable becomes ubiquitous. And similarly, with cloud-based technology the contact centre tech market has become a level playing field: alternative pricing schemes allow access to services on a monthly basis, and servuces like outsourcing is a way your business can side step the continual investment but keep abreast of technological advancements.

However you look at it customer service has changed forever. Is your business ready for the challenges ahead?

If you would like to know more about what we do, check out our website orbital-response.co.uk.