This week’s Industry Perspectives comes from a recent article by Patrick Budmar for Australia-based ARN. In his article, Businesses to turn to multi-channel customer engagement: Gartner, Patrick highlights Gartner’s recent prediction that companies will continue to transition into multi-channel customer engagement centers. We all knew this, but the big news is:
With this accelerated shift towards multi-channel interactions, Gartner expects organizations to prioritize a real-time single view of customers by consolidating data from social media, mobile, voice and email channels.
Gartner’s prediction reinforces what is at the core of Broadsoft CC-One:
As companies provide multiple communication channels for more and varied customer interactions, they must grab the opportunity to analyze and unlock the rich customer insights that are inherit in the data these interactions create.
Companies will then be able to adapt their processes and agent behaviors to sync with the context of each customer interaction thus evolving their contact centers into true customer engagement centers.
The difference between the two?
Contact centers focus on operational efficiencies and metrics
Customer engagement centers have a deep understanding of their customers’ relationships with the company and their needs at any given time.
Customer engagement centers make a larger effort to consolidate data from each customer touch point to ensure a higher-quality customer journey, ultimately creating happier and more loyal customers.
How do you think the industry will respond to Gartner’s predictions? Are contact centers ready to make the leap? Are customer engagement centers the analytics-based solution we’ve all been waiting for?
