3 Contact Center Mistakes

Article by ATI partner Michelle Burrows, CMO – Serenova

Forrester Research found that revenue can increase significantly when contact center index scores rise. According to the research, a 10-percentage-point improvement in contact center can translate into more than a million dollars in increased revenue. On the other hand, contact center missteps mean risking damage to reputation and bottom line. As organizations learn that reality the hard way, it leaves those getting it right at an advantage. Based on the article, 3 Customer Experience Mistakes You’ll Never Make Again, here are three common CX pitfalls. 

MISTAKE ONE: Failing to Connect Metrics

Some contact centers get so caught up in measuring performance that it negatively impacts contact center. Metrics like average handle time (AHT) are important measures of productivity, but they become problematic if not considered with an eye toward contact center. For example, if your customer’s first contact resolution (FCR) metric declines in line with AHT, the contact center effect is negative. Rather than track efficiency and customer satisfaction separately, contact centers should consider them together. DMG Consulting recommends identifying Key Performance Indicators (KPIs) that measure customer satisfaction, agent effectiveness and agent productivity. You can deliver unique value to your customers by encouraging them to rethink their metrics and ensure their data directly measures and improves contact center.

MISTAKE TWO: Multi-channel Instead of Omnichannel

Consumers expect to interact with brands seamlessly across multiple channels, including web chat, click-to-call, SMS and social messaging. However, according to Nemertes Research, fewer than half the organizations it studied support these channels. In the rush to connect across channels, many organizations are not integrating interactions into seamless, omnichannel experiences. The result is customer frustration when agents lack the information and context to effectively deliver optimal service and resolution.

By offering your customers a fully integrated omnichannel contact center solution rather than one that simply handles multiple channels, they can give their customers a consistently outstanding experience regardless of channel—and can even pivot between channels while keeping that consistent experience.

MISTAKE THREE: Not Simplifying Agent Experience

How are you helping your customers enable agents to handle channel proliferation? If agents are struggling with multiple systems that don’t connect, the effect on contact center is negative. If critical contact center components are not integrated, agents must switch between multiple screens and applications to find customer data. This negatively impacts metrics such as AHT and can increase customers’ frustration over wait time.

A commitment to contact center means your customers also must elevate the agent experience. A smart approach is to empower agents to resolve problems quickly by integrating the contact center solution with the agent’s CRM. This means agents can easily drill down for details across all channels. Connecting to complete customer interaction data eliminates switching between applications while improving efficiency and delivering winning contact center.

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Article by ATI partner Michelle Burrows, CMO – Serenova


Jeff Becker

Developer, Designer, Copywriter, Marketer. Connecting clients via original digital content & events to the tech world. Whether I’m chasing a tornado, flying an airplane, planning the next executive event, or designing our next customer facing media, you always have to stay one step ahead. What's next?