In Calabrio’s recent blog “Harnessing CCaaS and CRM solutions: what’s the missing link?”, we discovered how data is the beating heart of a synchronized agent and user experience, empowering frontline staff to deliver better customer experiences. We then explored the importance of capturing all kinds of information from inside and outside the contact center – to create a “single pane of glass” where complete customer journeys are reflected, from the channels used, to previous purchases and past conversations.
Voice is the common denominator
If today’s news articles and social media are to be believed, achieving this “single pane of glass” in the new era of Customer Experience Intelligence (CXI) depends on a successful digital transformation that embraces the latest ‘must-haves’ such as Artificial Intelligence (AI). However, organizations should not forget the role of voice calls to complete CXI data and to truly understand customer touchpoints. This begins by integrating voice with customer centric platforms such as customer relationship management (CRM).
Combined CCaaS and CRM solutions are not able to deliver omnichannel customer service infrastructure as well as entirely understand the customer at each and every touchpoint. This is especially true at enterprise-level scale or complexity, however, there is a link missing to harness the full customer journey.
The perfect combination for customer experience (CX) is the best there is, and the trinity comes in the form of cloud-based contact center (CCaaS) and customer relationship management (CRM) with integrated workforce engagement management (WEM) tools and analytics connecting the two. Solutions like Calabrio ONE fit neatly between CCaaS and CRM solutions for workforce planning, workforce engagement and customer journey analytics including all important voice calls.
The point of nirvana here comes with truly dynamic, near-real-time AI-based Business Intelligence systems that help all functions be better, from enabling marketing to understand campaign success and brand presence to finance understanding billing issues, refunds and credits, based on what all customers and agents are saying, as well as what they’re doing. Modern enterprises can use out-of-the-box, function-specific dashboards, such as those in Calabrio Enterprise CXI, designed to amplify speech analytics data captured in the contact center to provide actionable insights to keep the entire organization one step ahead.
While the bid to be omnichannel may leave many focused on the digital footprint of customers, it’s time to elevate voice to the place it deserves, firmly at the front-end of contact center processes and the center of CX.