Debbie Nolan, business development director, CRM and public sector, Arvato UK & Ireland, recently spoke to Contact-Centres.com about how the traditional contact centre model is changing to deliver a more seamless, integrated service for customers.
A successful model for many years, multi-channel contact centres are currently at the forefront of dealing with digitally savvy customers, with teams of agents deployed across a range of channels from email and social media to live webchat and video.
Debbie states that since its implementation, this model has helped brands to handle large volumes of enquiries no matter how contact is made. However, changing customer behaviours mean the demands on service departments are shifting.
She says: “With an increasing number of customers now willing to seek out solutions to simple problems online rather than making direct contact, the next generation of contact centres will be focused on delivering a quicker, more integrated service for a lower volume of more complex customer enquiries.”
Debbie focuses on Arvato’s partnership in Germany with Telefónica and its premium brand O2, which is setting the benchmark for the new model of omni-channel contact centres.
“Using a team of highly-skilled agents working the full customer lifecycle – from on-boarding, to in-contract services and customer retention – some promising results have already been delivered. The employee absence rate – an issue for many brands when it comes to their contact centres – has been reduced to five per cent against the industry average of nine per cent, and the customer satisfaction scores have been increased.”
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