Customers expect to have easy experiences with companies, regardless of the channel or channels they use. Customers also count on companies to know who they are and have the competence to follow the thread of their omnichannel journeys. So if a customer has already chatted with an agent online and then decides to call the contact center for additional help, the agent on each individual interaction should have a full contextual understanding of everything that has already happened with that consumer.
Unfortunately, too many companies fail to have a comprehensive view of their cross-channel customers. It’s not due to a lack of data – it’s the result of poor integration between support channels, CRM systems, and other customer technologies. Such shortcomings can have a dramatic effect on customer experience execution and business performance.
A 2013 study by Aberdeen Group finds that companies with contact center and CRM integration far outpaced their peers in critical performance measurements such as customer retention, customer satisfaction, first contact resolution rates, and customer lifetime value. CRM systems are an invaluable tool for aggregating customer data compiled from interactions across all channels. An intelligent integration between the CRM and contact center platform is critical in enabling agents to deliver a personalized and consistent experience. Integrated screen pops and data feeds result in an improved agent experience, allowing agents to immediately meet the customer’s needs and facilitate a better overall customer experience.
A cloud contact center can enable companies to obtain a complete picture of individual customers by connecting the full spectrum of technologies used to support customers and manage relationships with them. A cloud contact center platform can provide businesses with the flexibility and agility to keep pace with customer requests by enabling them to synthesize, analyze, and act on customer insights across a variety of channels.
When companies have a comprehensive view of customers, agents are able to deliver a truly integrated customer experience that is contextual, timely, and relevant. Providing customers with intelligent support boosts the customer experience, leading to long-term loyalty and customer lifetime value.