Contact centers are now increasingly becoming more complex and complicated. With various avenues and roadways to communicate, we must adapt and conform to meet customer expectations.  Multichannel is so two years ago; now it’s omnichannel, which is essentially multichannel, but with one point of aggregation and a system framework.

At the heart of it all is the contact center software, which should be able to integrate with, as well as help create, the omni in the omnichannel experience.  Multiple communication roadways are crucial for customers to reach out and receive help, whether it’s through web chat, email, text messaging, guided help, knowledge bases, video calls, and yes, even the old fashioned telephone call.

All of these paths converge into a single framework and operate amongst each other seamlessly.  Well, ideally so…but this is no trivial feat to accomplish.

Cisco’s Unified Contact Center Enterprise has managed to build an omnichannel experience within its structure, while at the same time utilizing partner products when answers fall short.  By allowing tight integrations, they can create this ever-growing channel experience for the customer.  And this ultimately creates the newest concept in contact center practices – the customer journey.

Customer Journey copy

So, as a customer, what paths can be taken to get the help I need?

  1. Check the website’s FAQ page to potentially answer your question. 
  2. If you hit a roadblock, branch out to the guided help section, as well as utilize the web chat option.
  3. If still no cigar, pick up the phone to chat with an agent.  This will allow you to set up a co-browsing session to (hopefully) navigate the site successfully and find what you need.
  4. Once you’ve got the answers you need, the customer service agent wraps it up with a courtesy SMS message including help ticket information, as well as a short customer satisfaction survey, which is then applied to the responding agent’s scorecard.

The Cisco Contact Center Enterprise, with all of its glory, cannot create this experience alone though.  Using multichannel products like eGain, components such as email, web chat, guided help, knowledge bases, SMS and co-browsing can make the customer journey a successful one.  Face-to-face interaction from Cisco’s Remote Expert and Mobile Advisor products create a rich video connection to the agent from a computer, tablet or mobile device.

But wait…there’s more.  Reporting and analytics products like eGain and Exony VIM, within the Cisco UCCE framework, create a data mart that can be leveraged across platforms.  There’s also Cisco’s new web 2.0 client, Finesse, in which gadgets can be added that allow all these channels to communicate to the agent in a single pane of glass.  For the supervisors and agents, gadgets from various third parties such as 2Ring allow ways to see your stats, queue metrics, communicate to one another and receive daily messages, as well as updates from supervisors.

All of this is included within one Cisco UCCE ecosystem helping to create that rich customer experience of allowing communications through multiple channels while retaining the breadcrumbs of the customer’s travels.  This allows companies to adapt and better themselves from a competition perspective, as well as maintain relevance, an important aspect in today’s global market.

Consumers have choices of what products or services to buy.  We’ve entered into a new age where customer experience is crucial to the survival and financial growth of any entity.  Social media has also progressed at a feverish pace, transforming the perception of customer experience.  With all of the roadways to communication, utilizing an omnichannel framework like Cisco’s UCCE can help make that journey a smooth one…even if you do have to pick up the phone.

Related Content: The Customer Journey: A Look at Cisco’s Newly-Announced Context Cloud Service (Part 2).

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