Contact Centers Evolving Into Customer Relationship Management Departments


    The modern contact center has so much more at its disposal than just telephone lines. 

    As more tasks become feasible to accomplish through computers, the number of assets that an employee can possess at any given time is staggering to say the least. One area of enterprise that has seen an incredible amount of advancement is customer service. While, at one point in time, these departments consisted only of standard voice networks and supplemental company information, the digital landscape has helped organizations who have made it a mission to improve their contact center operations. Specifically, recent breakthroughs in customer relationship management software have enabled help desk representatives to do more than just field calls and hope that they - or someone sitting close to them - will be able to answer any and all questions. 

    This is why No Jitter contributor Sheila McGee-Smith believes that the line between CRM functions and the contact center is starting to blur. Services like Salesforce, which employs cloud connectivity to enhance call center software, are effectively redefining what it means to work in customer service. The age of cyberspace has created and fostered stronger relationships between businesses and their customers, and a lot of the interactions that build them are the result of positive cloud contact center experiences.

    The cloud has been identified as a significant game changer for organizations of any size or function. The ability to leverage whatever communications channels or information are required of any given situation has enabled contact centers to achieve an incredible level of agility, flexibility and responsiveness. As more enterprise operations start to transition to cloud unified communications entirely, it will be especially important to focus in on customer service departments, specifically. By giving these employees the resources to perform at a new level, businesses will subsequently build more loyalty among their patrons.

    Cloud Unified Communications More Than Just A Modern Platform

    Some companies, however, may not see the immediate appeal of cloud UC. There might be hesitation to migrate if these new capabilities are not perceived as anything beyond an alternative. 

    But according to the DMG Consulting study "Cloud-Based Contact Center Infrastructure Market Report," there is a significant difference in cloud communications as compared to legacy systems and procedures. While it may appear on the surface to simply mirror the abilities of, say, traditional business phone systems, cloud communications open far more doors than their predecessors did in the contact center - and in a much more cost-effective manner, at that.

    "At a fundamental level, the cloud is simply an alternative acquisition or delivery model for contact center or customer service systems and applications," DMG wrote in its analysis. "However, in the world of contact center and customer service technologies and systems, the cloud has been a game-changer. It is playing a major role in revitalizing a mature technology sector. It has helped to transform and enhance the competitive landscape for contact center and customer service applications by making it easier for new vendors to enter the market."

    Increase In Data Responsible For Evolution

    It should be noted that the need for cloud in the contact center is not just a matter of possessing communications, but using them effectively with information. These days, customers want to feel as though they have a meaningful relationship with the businesses that they frequent. In order to accomplish this, help desk representatives need a plethora of data at their disposal.

    Has the customer called before with the same problem? Do they seem irritated to have to be dealing with issues pertaining to a product or service? These questions all have associated metrics that can be called upon and measured with the right programs on hand. Not only does a query have a greater chance of being properly addressed, but chances are that both customer and employee satisfaction are going to improve as a result.

    The praises of the cloud have been sung over and over again as more people begin to experience its power firsthand - especially in the contact center. The entire field of customer service stands to be altered as a result of this technology, and organizations that have not examined how it can benefit them specifically should look into doing so.




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