If you think this through, it does make absolute sense doesn’t it?
It’s a bit like a multi lane motorway which in theory gives 3 times the road space, and greater capacity for traffic. If there’s a hold up and 2 lanes are closed then huge queues are the result. As the lanes reopen, then traffic stats to flow again.
In a customer contact centre where there are just calls, then there will invariably be call queues due to the maths – 20 agents handling 20 calls and 40 people calling equals waiting and queues – how long the wait will depend upon call times of course. When you add more (#Digital) channels then queues are relieved, as those 40 people waiting might chose a different channel, making a shorter wait time for the remaining callers. When the digital channels provide automation too, then customers opting for self service can achieve a satisfactory outcome without delays, not tying up an agent, and at a time that they choose. More free agents then mean more callers get served faster with less waiting.
What’s not to like?!
An intelligent mix of channels with human agents and digital agents and self service options equals a better human experience.
Agents are able to engage with fewer time pressures from lengthy queues, and callers requiring a more human touch, get shorter wait times.
Better customer experience (#cx) and satisfaction, and ultimately less customer churn.
The caveat
When you’re adding #Digital channels and automation, there are some real gotchas if you’re not careful.
Careful planning and testing are important, as is not trying to do everything at once.
Ensuring that you bring all channels together for orchestrating the customer experience is vital, and absolutely avoid the need for any customer to have to repeat their reason for calling or their identification or verification. This means ensuring that your digital conversation (or voice automation) are persistent, with and channel swapping (by design) retaining context.
Graham Bunting -The Partner Catalyst 