BusinessDigitalLeadership CapGemini: BPO Thought Process

Meaning what we say


Erwan Le Duff

June 14, 2016

Is there a company anywhere—anywhere at all—that doesn’t say its customers are its first priority? Probably not. A business without customers is like a bus without passengers. Keeping people happy or better still exceeding their expectations is vital. But these are just words, and they’re something everyone can say. It’s not that organizations are hypocritical; it’s simply that putting those words into practice can be a real challenge. When your customer base is measured in tens of thousands, when you serve people around the world and around the clock, when you offer them a broad and changing portfolio of products and services it can be very difficult to focus on your commitment to and understanding of each individual Audience of One. So how can companies mean what they say when it comes to customer service—and what’s more, how can they mean it on a global level? What’s needed is a means of forming a picture of people as individuals, of understanding your history with them and of meeting their needs at the time and in a way that suits them. It needs to be scalable too, and it needs to operate on a cost and administrative basis the business can sustain. 

Bringing it all together

The answer is an Interaction Management solution seamlessly integrated into a comprehensive CRM platform. When you have this, everything is working to your and your customers’ advantage from both ends. From the back-office CRM, information is being retrieved and presented in real time to the contact center executives who need it; while from the sharp end, the point of interaction with the customer, communication is handled smoothly and effectively. Just as a car brings together hundreds of components and functions for one principal purpose, so these integrated technologies deliver a customer service that’s as responsive as stepping on the gas. Having a customer interaction management platform that is integrated into the CRM, such as Odigo for Salesforce, is no longer a nice-to-have but a must for organizations to have a 360° view of their customers. In today’s consumer-driven world, customer service agents must be able to manage interactions, including calls, emails, SMSs, chats, etc., from their desktops as well as their mobile devices. But that’s not all… most of us have little patience for outdated touch-pad menus when we contact customer service, so why subject your customers to that when high-quality voice recognition (IVR) including natural language technology can route them to the best answer to their query and even detect stress in their voice and prioritize the call.  The combination of these capabilities integrated with your CRM will not only capture all interactions with your customers, but also deliver powerful analytics based on a complete data set of your clients so you can enhance your customer’s experience.  What’s more, using a cloud-based platform is good for the enterprise because it is easier to roll out nationally and internationally than an on-premise solution. And being cloud-based is good for customers too, because it means customer service representatives can serve them from anywhere. Not just from a call center, but from a branch and even from home. The cloud platform also makes it easier to roll out upgrades to the service, and this too of course brings benefits to customers.  In a world where now, more than ever, customers are kings and queens, cloud-based contact center solutions like Odigo for Salesforce makes sure they are routed to the right destination and that they are recognized, understood and satisfied. It reduces abandon rates and reduces average handling time, and it improves operational efficiency, meaning more of your customer-facing team members can serve more people more often.

This article was written by Erwan Le Duff from CapGemini: BPO Thought Process and was legally licensed through the NewsCred publisher network.

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