The contact centre environment has evolved fairly radically over the past few years. Early call centres were generally considered cost centres, with the limited ability to handle one media type at a time, such as a telephone call, and were most commonly confined to a single physical location.
Now call centres are contact centres, managing various interactions simultaneously.
Call centres relied on interaction-based, frontline support and had little financial justification of costs. Regular handoffs among agents created inconsistencies, as did paper processes and product-based structures.
Call centres are now evolving to become more customer-focused and are gearing up to solve problems and generate revenue. An abundance of different channels gives businesses a plethora of opportunities to communicate with their customers, and with this, greater opportunities for up-selling and new ways to reduce costs.
Web-based communications are not trying to supplant traditional phone calls.
Dawn Wood, business executive for interactive intelligence at Atio.
As companies embrace this transformation, they need to identify areas for change, reduce service costs, offer a differentiated service, grow sales and support a multi-channel customer experience by leveraging technological advances and new trends. Web interaction is a trend that has become popular internationally, but has been largely ignored by the local market.
People are increasingly spending more time accessing information via Web search engines. South Africans in general seem particularly reluctant to adopt this new technology. Firstly it's a question of lack of knowledge by consumers and business, which have no real understanding of how Web interactions work, and what the potential benefits are. There are buying habits and generation gaps, including the fact that only a limited number of South Africans, approximately 10% of the population, have access to the Internet.
The second is a question of security. People perceive online transactions as being rife with fraud and don't really trust the safety of the Internet. Few understand that online transactions are safer than telephonic ones. In addition, people don't understand how to use the Web and how to get the most from Web interactions.
Most leaders in this technological space offer some sort of Web-based channel, but not a true Web interaction system that includes Web self-service, Web chat and Web collaboration. It is also imperative that contact centre agents be properly trained with regards to how to use the technology to provide the best customer service.
The benefits of Web interactions are enormous. Organisations can successfully manage high volumes of customer enquiries and provide their customers with fast and accurate responses through the implementation of Web-based technology. A solid customer strategy helps support professionals in reducing the number of incoming interactions by giving customers the ability to help themselves. An electronic frequently asked questions system, ie e-FAQ, should be implemented to help customers answer their own questions without having to make a telephonic contact to customer service.
Furthermore, Web interactions offer the convenience of a 24-hour self-service function with real-time transactions, allowing companies to build comprehensive knowledge bases for future reference. It is important to remember that all customer interactions should complement each other. Web-based communications are not trying to supplant traditional phone calls.
The effects of 2010 will help SA cross the Web interactions 'great divide.' The country is going to see a large influx of international visitors. These 'Internet-savvy' consumers are accustomed to conducting most of their business across the Web. Sales and interactions to the entertainment, travel and tourism industries will boom. Industry will grow, jobs will be created and the need for Web interaction solutions will be greater than ever.
It is recognised that 2010 will create increased international exposure for SA; a tourism boom will more importantly be the legacy of the infrastructure required for 2010. This legacy will enable South African consumers and businesses convenient, cost-effective interactions for the future. SA just needs to come on board to keep up.
* Dawn Wood is business executive for interactive intelligence at Atio.
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