More than just a number: integrating the call centre

Omnichannel strategies for integrating all forms of communication for unified and satisfactory customer experience across all channels are prevalent in giant corporations and SMEs across the globe. Yet, in South Africa, even companies that do realise the importance of customer relationship management can stumble when it comes to the basics.

It could be something as simple as referring a customer to a call centre agent they’ve previously spoken to. The small things matter to customers as much as the big things. The war for their customer loyalty is won and lost on the basics.

South Africa is lagging behind international omnichannel trends by about a year. However, the signs are that this is beginning to change. The last year has seen an overwhelming number of companies focusing on social media as an essential part of their customer engagement strategies.

South Africa’s high cellphone penetration rate combined with the falling price of data means that the drive towards integrated channels is only set to continue. For companies that are slow or fail to adapt to omnichannel, a sobering reality awaits. These businesses stand to lose enormous amounts of revenue as customers move toward the companies that are able to offer them the personalised service they want.

However, adjusting to the new reality of omnichannel is easier said than done. An integrated strategy calls for a measured, thoughtful approach.

Adopting a new channel obviously adds interaction volume, which means companies should not go all in at once. Companies should adopt one new channel at a time and make sure they thoroughly understand and can communicate on that channel before thinking of adding the next one.

Companies don’t need to shoulder the whole burden either. To start, businesses can adopt a pay-per-use approach to new channels by, for example, renting a social media platform. Companies who explore these hosted options can benefit from the expertise of the service providers.

Another excellent way companies can start their journey towards integration is by using their call centres as a means of gathering customer feedback. Basic survey tools provide a cost effective way of gauging customer opinion by asking them the right questions after every call. Systems such as the Net Promoter Score can quickly and accurately assess whether a customer is happy with service through one simple metric – whether they would recommend a business to a friend.

Of course, knowing that customers are unhappy with a company’s services is useless unless something is done about it. The most critical step from a call centre perspective is to empower agents to be able to solve customer queries and complaints.

There are two ways companies can do this. The first is by implementing a tightly integrated CRM solution. Agents who have access to the latest customer information at their fingertips are better equipped to give the customer the personalised experience they seek.

The other important measure companies need to have in place is the right set of knowledge tools. When a customer asks a question, agents need to be able to provide the information the customer is looking for. A company’s knowledge database needs to be up-to-date and easily accessible so that agents have the agility they need to do their job.

It’s all about a back-to-basics approach. To build a solid omnichannel strategy, companies must first make sure their foundation is up to scratch.

Image: lamont_cranston via Flickr.