| | November 20159CIOReviewcommunication process between channels. It's a game-changing approach that keeps customers connected and can revolutionize customer care and operations.How to get there from hereTo create this single, seamless experience a service delivery platform is needed that can consolidate all support systems and provide visibility and control over all customer touch points. This multi-channel, multi-device, multi-purpose platform should simplify the definition, publication and execution of advanced troubleshooting and management logic across key elements of a service ecosystem, regardless of how a customer connects. And it should be able to track and save customer care information from one session and allow the customer to continue the process with the same information when a connection is re-established via another channel. Obviously, the platform should support thousands of concurrent interactive customer care and business workflows. This will allow integration and optimization of all processes to best fit business needs.Enable intelligent careTo truly meet the expectations of the new generation of consumers and keep them engaged, the customer care experience must go beyond reactive support. It should also enable a more intelligent level of care based on advanced analytics. By collecting key data from a customer's previous connected behaviors, analyzing it, and learning from it, the platform can enable a more personalized level of interaction and care. For example, when they're at home most consumers connect to the Internet using a Wi-Fi connection provided by a home gateway. Analytics from these gateways can be collected and stored. Key data could include whether or not the gateway is providing maximum throughput, and if it is dropping the connection. By aggregating and examining this information a customer care team can see if there are any patterns in the way the gateway is behaving. If a specific brand of gateway is found to be having an issue, all gateways from that manufacturer can be rebooted remotely or a firmware upgrade can be pushed to all of those devices at a pre-defined time (i.e., between 2:00 and 4:00 a.m.). This proactive action will prevent all consumers with this type of gateway from having problems. It will prevent customer frustration. And it will eliminate thousands of calls to the help desk. Reduce costs with integrationUltimately, this type of omni-channel experience must also be cost-effective. With a single, integrated system, the overall cost of providing customer care can be reduced. There are fewer systems to deploy and maintain. Workflow processes can be optimized by eliminating the need to recapture lost information when customers go from one touch point to another. And customer issues can be resolved faster. Eliminate negative experiencesIt only takes one bad experience for a customer to lose loyalty. Given the anywhere, anytime, and any device expectations of connected consumers, industries can't afford not to consider integrated platforms that enable advanced, proactive customer care. An omni-channel experience built on an integrated customer care platform streamlines the customer care process. It provides an optimized experience that keeps customers engaged longer. It eliminates the potential for customers to get frustrated. And it reduces the chance they will move their business to competitors.
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