Contact centers are on the front lines of the most urgent customer interactions as customers seek assistance for matters too complex to handle on their own. By the time they do call, they might already be frustrated—a problem that is compounded if the agent has an incomplete view of their needs and asks questions the customer thinks the company should already know.
To provide a superior customer experience (CX), contact centers must have a platform offering a shared, easy-to-understand, always accessible 360-degree view of the customer that supports cross-channel engagement and real-time personalization. This fuller picture allows service teams to delight customers by responding quickly with up-to-the-minute information. Contact centers can also use the 360-degree view—the complete view of the customer’s interactions with their business—to interact more efficiently with other departments, such as field service, sales, and marketing, that play a key part in shaping the customer experience.
As contact centers look to the future, they are prioritizing strategies to make customer-centricity their driving force. Objectives like customer satisfaction and collecting and acting on customer feedback will be more important by 2025 for the vast majority of contact centers, according to a October 2020 survey of executives responsible for customer experience by Customer Contact Week Digital.
Tellingly, all these priorities relate to using data more effectively and gaining a better understanding of the customer. Contact centers seek the much sought-after 360-degree view of the customer, where all of an individual’s pertinent data can be easily pulled together from across the company in a comprehensive, easy-to-digest manner.
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