Nowadays, customers want options for how they can communicate with companies. They want to be able to chat or text with customer service representatives while still having the option to speak to a real person on the phone, if they determine that this is what will be most helpful for them. However, at many companies, these different communication channels exist on separate islands. If someone starts a chat only to discover that their inquiry would be better suited to a phone conversation, they are forced to start the process over again from the beginning. That’s just the first reason why companies should be moving toward integrating their digital and phone communication channels. Here, the benefits that customers, agents, and managers can expect from this move.
Less Time-Consuming for Customers
One of the most frustrating aspects of reaching a customer service professional from the customer’s standpoint is the time involved. With a traditional call center, this is primarily related to the time spent waiting on hold to reach an agent. But when digital communication platforms are taken into account, especially if a customer is forced to transition from a digital platform to a phone-based one, the total time cost of the interaction can significantly increase. While some companies may provide a case number at the end of a digital interaction that a call center agent could access in order to view the customer’s communication history, this is not always possible. Therefore, in many cases the customer is forced to start their inquiry over from scratch if they need to change platforms. Add potential hold times on top of that and you are looking at a situation designed to breed frustration.
If your digital and phone platforms are fully integrated, you have the potential ability to eliminate many of these in between steps. A call center agent may be able to access the customer’s communication history or view the status of the inquiry without forcing the customer to repeat themselves once you finally connect over the phone. Likewise, a digital-first agent may be able to offer the customer a more direct path to reaching the phone agent best equipped for handling their inquiry so that the customer does not have to navigate an IVR or AI-powered menu to reach the right department. Ultimately, all these steps serve to streamline the length of the interaction, which is always what the customer is looking for.
More Efficient and Less Complicated for Agents
That said, the customer is not the only one who would reap benefits from a more streamlined and fully integrated communication platform. For customer service agents, efficiency is critical. While customer experience and first call resolution are equally important metrics (if not slightly more important), high efficiency allows agents to handle as many customer interactions as possible to reduce those hated hold times. Not only is starting over when switching communication platforms more time-consuming for customers, but it is also less efficient for agents. It means that two (or possibly more) agents are being forced to work with the same customer on the same problem, which is never a good thing. A lack of integration can also contribute to a higher average handle time, another metric that agents want to keep as low as possible.
Again, integrating your digital and phone platforms can eliminate many of these problems. If a customer does need to switch platforms, it may be possible to pass on information that could reduce the handle time for the second agent, ultimately improving the efficiency and productivity of the team as a whole. What’s more, integrated platforms open up the opportunity for agents to work on either the digital or the phone platform on any given day, depending on call volume or staffing.
Easier to Manage
Speaking of staffing, integrated platforms would also make things easier on contact center managers and supervisors. Dealing with totally separate teams that are facing separate staffing challenges and working towards separate goals can be incredibly challenging. If the platforms are integrated and there is one unified team, managers have more flexibility in their options for meeting staffing needs and working towards ensuring that agents are not overwhelmed or underprepared (both of which are key to avoiding burnout).
While digital and phone communication integration can be key for improving your customer experience, optimizing your agents’ productivity and making management easier and smoother, it is not the only form of integration you should be focusing on. Your call center software should be able to integrate with any and all of the apps your agents are using, from customer management tools to sales tools to lead management and more. CallShaper has this capacity, plus countless others that can help optimize your contact center. To learn more, schedule a demo today.
Disclaimer: The information provided in this blog is for informational purposes only and does not constitute legal advice. Compliance regulations frequently change, and businesses should consult a qualified attorney or compliance expert before making regulatory decisions. CallShaper provides technology solutions to enhance contact center efficiency and compliance, but does not offer legal services.
AI Disclosure: This article was generated with the assistance of AI and reviewed by industry professionals to ensure accuracy and compliance.
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