Not So Fast: When to Ignore the Trends

In a recent blog post, several CH Consulting Group consultants outlined their predictions for business and customer experience trends in the New Year. In this follow up, Christa Heibel explains how not following the trends can sometimes be the best strategy. “I love talking about and exploring up-coming technologies,” she says. “But, with the rate at which they are emerging, especially in the contact center space, I see a lot of companies who have fallen behind in actual deployment.”

One example of this is the emergence of cloud technology. “There are companies that still need to evaluate the potential of deploying cloud technology,” Heibel says. “This is an area that is poised for continued growth, and it opens up other doors to exciting technology.”

According to Heibel, who has more than 25 years of experience in the contact center industry, companies in today’s market need to have a strong foundation before making major investments in new technology. “Make sure you have your basics covered by way of good operational processes and automation,” she says. “It’s not just about having any system, it’s imperative to have the right system for your business.” For example, these systems may include:

• Interactive Voice Response (IVR): Automated customer interactions allow you to simplify processes, provide better customer service at any time of day or night, increase customer experience personalization and improve company image.
• Workforce Management (WFM): Deploying effective WFM allows you to have the right number of people, in the right places and the right times. This ensures better customer service, as well as increased profitability.
•  CTI-enabled phone applications: Also called “computer telephony,” the use of computers to manage phone calls allows for easy handing of calls, provides detailed customer information, integrates call logs and caller data, reduces costs and increases collaboration between call center departments.
• Customer Satisfaction Research (CSR): You’ve heard the maxim: it’s cheaper to retain customers than find new ones. Effective CSR does just that. It’s an indicator of customer’s intention to repurchase and has the ability to reveal your brand’s points of differentiation. What’s more, it’s invaluable in the age of increasingly personalized customer experiences.
• Customer Experience Strategy: Sound CX strategy is imperative not only for growing your business, but to simply remain relevant. Read more about this topic in a recent CHCG blog here.

When considering the above suggestions, Heibel recommends focusing on reporting and data capabilities. “That’s the biggest feature I see missing in so many systems,” she says.

In sum, your business’ technology needs to first and foremost make your business better: from operational efficiencies to increased sales and more happy, loyal customers. “Make sure that you don’t just jump on the latest trend,” Heibel says. “But that you have a strategy that encompasses all of the right things for your business.” For help in deploying technology that will set your company up for future growth, contact CHCG today.

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