Last week, I published a blog post to help our readers create smarter customer interactions from a custom experience standpoint, including recommendations on customer support websites. This week, I’ll share some insights and tips on how to improve customer experiences through the voice channel.
Using the Voice Channel to Create Smarter Customer Interactions
A crucial second step in creating smarter customer interactions via contact center solutions is through the voice channel. There are three common technologies that you can use in new ways to take your support to the next level:
- Integrate interactive voice response (IVR) services with your CRM. Since most CRMs have easy-to-use APIs to access customer and incident data, this has become a quick and inexpensive solution. When you are able to identify customers in the IVR by accessing CRM data you can provide them with smarter IVR features. Once you have a view of the customer and possible reasons for the call you can tailor your IVR self-help options in real time or apply custom routing to get the caller to the best-suited support agent.
- Most of you are aware of computer telephony integration (CTI) / screen pop technology because it has been available for quite some time. Leveraging CTI technology can help populate the customer’s information (way beyond just a name) to the agent as the call is connected. You can instantly display open orders, tickets and account status. These can come from inside the CRM or from various systems via API calls. This puts all relevant customer data in front of the agents, reducing the search time. The agent now has insight into the customer before they have asked the first question.
- Expose all relevant customer data to your CRM. This can be done by importing the data or exposing it via APIs. Good examples of data sources you should be tapping into are the marketing database and order management systems. By integrating your CRM with your marketing database you now have the ability to identify the customers needing support even if they have never contacted the support team before.
Check back next week as I will be sharing more insight into contact center solutions, including how to create smarter agent workspace.