What does digital transformation mean for contact centres?


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Digital transformation is the phrase on everyone's lips at the moment. Organisations across all industries are exploring how they can digitally innovate and embrace the new age. In particular, companies want to embark on their digital transformation to improve their products and processes. One area that is experiencing significant change is contact centres. For businesses in this arena, they will know only too well the unique pressures that contact centres face. In an exceedingly customer-driven environment, it is imperative for contact centres to meet their expectations. Today, customers expect seamless communication across a variety of mediums, from phones, to instant messaging, to chatbots. However, what is digital transformation's role in this, and what will its impact be? Digital transformation is forecast to help contact centres meet their ambitions to deliver the best possible customer experience and embrace innovation, all while boosting productivity. What's more, this comes without any significant costs, making digital transformation an attractive revamp for all. However, in the contact centre remit, its biggest bonus is helping to meet customers' changing expectations, and exceeding them too.

A more connected customer experience

For the customer experience, digital transformation can help contact centres keep up with the demand of omnichannel. Today, if a customer uses their phone to contact your organisation, but their next point of contact is email, the agent should be able to access all of the information previously gathered during the customer's interaction(s). This way, the customer does not have to repeat themselves, and the agent has all the relevant information at their disposal, emitting an air of preparation and professionalism. Digital transformation can help organisations stay on top of this through adoption of omnichannel support systems, in place of multichannel workflows. In particular, the customer information should all be stored in the cloud or a central hub to allow easy access for the agent. That way, you can also boost personalisation; by having the entire interaction history ready to go, the agent can better tailor their approach. For example, if this customer has historically been having issues, your agent knows to perhaps treat the situation more sensitively. Furthermore, digital transformation can help you personalise the customer experience. For example, if a regular customer has a bad experience, you can offer them a deal or discount to ensure they keep returning. Customers also like seeing product recommendations based on their search and purchase history. Digital transformation is not a nice-to-have, it's a must-have. Today's digital age will be particularly unforgiving to those left behind, necessitating your transformation journey now more than ever. In turn, you can enjoy better customer loyalty, a competitive edge, and a more innovative culture.

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