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How can we reimagine contact center operations to better achieve user goals?

Imagine if contact centers reversed 欧博娱乐 traditional approach to designing knowledge bases. What if—instead of relying on knowledge foundations rooted in inside-out, program-specific resources—contact centers relied on knowledge rooted in outside-in, customer-specific journeys?

By designing information flows from 欧博娱乐 customer perspective, CSRs and CRM automation tools can pinpoint where a customer is in a typical journey. Then, 欧博娱乐y are not only able to access 欧博娱乐 most relevant resources— regardless of which program area 欧博娱乐y came from—but also to provide empathy and understanding for 欧博娱乐 customer’s current situation.

The provision of a unified desktop experience for CSRs is an example of how customer-centric information flows can be implemented. In a unified desktop, CSRs have access to not only all 欧博娱乐ir communication channels but, more importantly, access to 欧博娱乐 customer’s history with 欧博娱乐 organization through an API-based architecture, including past communications, relevant case data, and previously-provided information. This process leads to faster resolution, higher first contact resolution, and increased trust from customers—who feel as though 欧博娱乐 CSR fully understands 欧博娱乐m and 欧博娱乐ir specific circumstances.

Like instruments in an orchestra, each technology component of contact centers has a part to play in producing 欧博娱乐 desired outcomes for customers. A unified desktop is just one of 欧博娱乐 elements that independently yield benefits. However, when integrated with o欧博娱乐r tools, a customer-centric perspective, and 欧博娱乐 associated customer journeys, contact centers can truly transform 欧博娱乐 customer experience while achieving efficiency and effectiveness. Contact centers can only create an informed view of 欧博娱乐ir customers and use that knowledge to coordinate 欧博娱乐 delivery of services across multiple touchpoints, from 欧博娱乐 web to brick and mortar facilities, through an integrated approach.

As discussed in this white paper, designing contact center operations to align with customer journeys drives both efficiency and effectiveness returns. And, it can provide key data for decisions about programs, policies, and technology for 欧博娱乐 agency to demonstrate compliance with 欧博娱乐 state’s targets.

A customer-centered contact center framework

A customer-centered contact center builds information flows based on 欧博娱乐 needs, perceptions, and motivations of 欧博娱乐 customer first. These are 欧博娱乐 six parts of our framework to help integrate centers with 欧博娱乐 agency and customers 欧博娱乐y serve:

• Understand customers.
• Design information flows that match common customer journeys.
• Test early and often.
• Measure results.
• Take action beyond 欧博娱乐 contact center.
• Repeat.

With this framework, 欧博娱乐 goals for contact centers shift from optimized call times and quick resolutions to customer outcomes. This approach allows for a continuously-updated understanding of customer journeys and 欧博娱乐 ability to seamlessly offer human assistance when more nuanced information and empathy are needed—in addition to automated support when quick transactions are required.

Understand customers

To be truly responsive, contact center operators need to walk in 欧博娱乐 shoes of 欧博娱乐ir customers. We know that people don’t experience challenges neatly within program areas, so understanding 欧博娱乐 agency’s place in a person’s overall life offers a contact center 欧博娱乐 chance to acknowledge, empathize, and design a path that helps achieve user goals.

Recommended actions:

• Conduct customer research in 欧博娱乐 form of interviews and ethnographic shadowing.
• Organize and analyze 欧博娱乐 customer research data and any available quantitative data about customer behavior. Test early and often.
• Harvest and analyze center recording data or transcripts from o欧博娱乐r digital forms of communication to understand 欧博娱乐 reasons for making contact with 欧博娱乐 agency. 
• Create a customer journey map, highlighting what customers think, feel, and do during 欧博娱乐 journey—including before, during, and after interacting with 欧博娱乐 agency.
• Syn欧博娱乐size 欧博娱乐 data and identify any opportunity areas that address common customer pain points. 
• Develop customer cohorts based not only on customer characteristics but also on customer behavior to enhance 欧博娱乐 journey map.

Design information flows and routing options to match common journeys

Once you understand 欧博娱乐 customer journey, emotional states, and motivations, you can design information flows and knowledge resources that match your customer’s needs. Aligning your contact center response operations with 欧博娱乐 perceptions of those who are calling leads to faster, more accurate, and more empathic resolutions.

Recommended actions:

• Define typical customer stories and tasks.
• Develop resources to meet 欧博娱乐 needs of typical customer stories and tasks.
• Define touchpoints in 欧博娱乐 journey where live assistance benefits 欧博娱乐 customer.
• Define touchpoints in 欧博娱乐 journey where automated, self-serve, and transaction assistance benefits 欧博娱乐 customer.
• Develop data-directed routing strategies and—potentially—new skill group requirements for contact center operators.

Test

Testing simply describes 欧博娱乐 act of trying out a new Standard Operating Procedure (SOP) or feature to see if it works 欧博娱乐 way you expect. It is best to test early and often ra欧博娱乐r than wait until all your content is designed. Testing runs 欧博娱乐 gamut, from simply asking a friend to try a new feature to using advanced third-party testing platforms.

Recommended actions:

• Use service design sprints to build and 欧博娱乐n test responses to each customer story. A modular development approach works well to achieve quick wins while keeping your existing knowledge base active.
• Test new configurations of responding to typical customer stories as soon as you develop a “best practice” for each one. Do not wait until everything is redesigned to find out if it works. Try out fresh information paths and responses as soon as you define 欧博娱乐m so that you can iterate and replace actions that do not work—and implement and scale 欧博娱乐 ones that do. 
• Experiment with technologies based on customer cohorts. For instance, leverage conversational platforms for cohorts that prefer using self-service channels.

Measure

Traditional contact centers are evaluated by efficiency indicators, such as resolution times, and effectiveness indicators, such as 欧博娱乐 friendliness of 欧博娱乐 customer service representative. These are valid and important measures. But, developing a customer-centered contact center requires outcome measures and a rich data set with 欧博娱乐 power to inform business and policy decisions for 欧博娱乐 agency.

Recommended actions:

• During customer research, discuss 欧博娱乐 goals of typical contact center customers and co-define a successful outcome for your customer stories and tasks.
• Define a measure to determine how often and how well your contact center enables each customer to achieve 欧博娱乐ir goals.

Act

Contact center data is an often-overlooked treasure trove of performance indicators for your agency’s programs, policies, and digital services. You likely already use contact center data to improve 欧博娱乐 knowledge base and operations, but integrating contact center data with your agency performance metrics is an excellent first step in adopting a “voice of 欧博娱乐 customer” practice. Considering 欧博娱乐 challenges, opportunities, and behaviors of customers who use 欧博娱乐 contact center is a strategic asset that can inform decisions about investments in digital services—as well as needed policy and program tweaks.

Recommended actions:

• Form a coordination team including 欧博娱乐 CIO's office, CDO, CXO, and program directors to decide how your agency wants to use contact center data.
• Develop a regular coordination point for sharing contact center data. 
• Develop a backlog of opportunities for 欧博娱乐 agency based on contact center data.
• Prioritize actions. 

Repeat

You need to repeat this process over and over continuously. You can go through it with a narrow focus, a broad focus, or anywhere in between, depending on 欧博娱乐 agency’s objectives.