Customer experience has clearly become one of the highest priorities in the enterprise, with 95% of executives putting it at the top of their list in 2016 and 75% of those planning to use it as a competitive advantage (Forrester Research). Despite good intentions, however, customer service can be a tricky thing to get right, especially for large companies that rely heavily on call centers to provide meaningful, quality encounters with consumers. Typically, a new call center representative is trained for weeks and sometimes even months, studying manuals, procedure documents, and learning software systems. They try their best to retain an enormous amount of information, but once on the job, they may still end up tirelessly searching for the appropriate form or piece of content. This makes it extremely difficult to provide an accurate, personalized, and timely response to the customer, resulting in frustration on both sides of the call. So, how can contact centers be modified to deliver a more consistent and enjoyable customer experience, while also making employees’ more efficient and effective?
Consolidation and Search Just Aren’t Enough
Many organizations have taken the step to consolidate their content from various siloed repositories into a single knowledge management system. Some have even implemented search technologies to make digging through this information easier. While these seem like logical steps to take to increase the ability to find information, it only solves part of the problem. Business is constantly evolving and the complexities of an organization’s content – along with the management overhead of bestowing appropriate access to users – make well-intended consolidation efforts nearly obsolete. Search capabilities allow employees to find some information, but if Google search is any indication, we know that people usually find themselves scrolling through a lot of results they don’t need before finding what they’re looking for...and that’s if they’re lucky. Many customer service representatives end up swimming through a sea of content, that may or may not be relevant, while under pressure to keep the call short in order to move on to the next caller.
Intelligent Assistance for the Workforce
The real answer to solving this dilemma is to understand what the user needs before they even know they need it. Take a large brokerage company for example. A client calls in to find out more information about how to open an IRA. An intelligent assistant (IA) that works with the financial advisor can put the client’s account number in context, providing relevant information specific to that client for the remainder of the interaction. The IA can suggest products and tools based on the client’s investment history, as well as explain to the agent what they need to open an IRA. Armed with expert knowledge, the agent has the ability to put the customer on the best financial track. Even if a customer calls in without an account, the IA will not only find a correct form or definition, but provide information to the CSR in context, empowering them with the knowledge to answer the customer’s question and educate them on products and services. This contextualized information likely allows the agent to go beyond customer expectations while also helping them to move on to another call quickly.
Through its cognitive integration platform, a Next IT IA can integrate with any one of a company’s existing API’s, web services, and customer interfaces, relinquishing the need to go through a grueling consolidation process and ensuring seamless integration into existing systems. The platform supports integration with products as well as legacy enterprise systems. This allows the IA to give each user highly personalized responses, like the IRA example above.
Getting the Most out of Customer Service
Many companies are looking to intelligent assistants or bots to provide their workforce with the support they need to get the job done efficiently and effectively. Customers are getting the right information, education, and product or service offerings that they may have not even known they needed. The face of the modern enterprise is taking shape. Technology, coupled with exceptional customer service, not only saves companies money, but creates endless opportunities to generate more revenue.
Visit NextIT.com/FinancialSolutions for more information on our financial services offerings for your workforce.