In this four-part series, Matthew Clare discusses four technical mistakes companies make when building their customer experience strategies, and how your business can avoid them. In Part 2 Matthew Clare addresses some common mistakes around internal touchpoints in your business.
From the Video
Hi, I'm Matt Clare, Product Manager for Mitel's Contact Center portfolio. Today I want to talk to you about some of the technical mistakes that people often make when mapping in the new contact center implementation or building up their customer experience strategy.
In our last video we looked at some of the common mistakes around your customer touchpoints. And today we wanted to look a little bit more at some of the internal touchpoints and things you don't want to overlook there.
All too often your customer care activities are isolated from other departments, but businesses need to evolve from a siloed call center or contact center approach to a modern, more holistic customer experience center approach. Otherwise you'll just end up counterproductively working in silos apart from other departments, which ultimately will just slow down business process and decrease the likelihood of first-contact resolution.
A lot of modern businesses are actually recognizing this now and appointing a C-level executive to be responsible for customer experience, which has led to a rise in the newly-branded role of Chief Experience Officer.
This quickly moves from being an organizational conversation to a technology conversation so it's really important that businesses are thinking about how technology and tools can actually help them transition to being a customer experience center. Things like unified communication, collaboration tools, Cobrowse, for example, are more important than ever before in the customer experience center, since there's no longer a jack of all trades agent designed to handle all enquiries.
Ensuring your frontline agents have the tools they need to quickly identify and engage with back office subject matter experts from across various business functions is of the utmost importance. Stayed tuned for our next video that will look at more technical mistakes that businesses make when deploying a new customer experience strategy.