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The pitch for intelligence
in the contact center
By
Martin
Vilaboy
N
early six out of
10 businesses re-
cently surveyed by
Aberdeen Group
say they use at least eight channels
of communications when interacting
with customers who are looking to make
a purchase. A separate study from Adobe
Digital Index likewise found that 79 percent
of people admit to switching devices during
a single online interaction.
It’s largely why the term “call center”
no longer adequately describes today’s
customer contact center, and it speaks to
the complexity today’s omni-channel busi-
nesses face in terms of customer communi-
cations and interactions, from marketing to
sales to support.
“The contact center is the nerve center of
the business,” writes Omer Minkara, Aber-
deen Group research director. “Much like how
the human brain functions, it collects and in-
terprets numerous signals.” While the human
brain collects signals through five sense, “the
contact center collects data through channels
of customer interaction.”
Of course, how a company uses that
structured and unstructured data can be
the difference between strategic success
and failure, as Aberdeen research suggests
those that have grasped the notion of intelligent
contact centers are reaping enterprise-wide
rewards. Indeed, the research firm identified
numerous key performance indicators where
performance of intelligent contact centers,
Omni-
Channeling
36
Channel
Vision
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September - October, 2016