E-commerce orgs need multi-channel models

Interactive Intelligence calls for adoption of multi-channel models in e-commerce sector

Tags: E-commerceInteractive Intelligence Inc (www.inin.com)United Arab Emirates
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E-commerce orgs need multi-channel models Shaheen Haque, territory manager, Middle East & Turkey at Interactive Intelligence.
By  Shaheen Haque Published  June 18, 2013


Use mobile applications

The personal computer is no longer the king to access the Internet. Tablets and smartphones are taking over, meaning the multichannel strategy must include the integration of mobile applications. There are two types of mobile applications to consider: 1) applications that can lower the cost of customer service, such as being able to "Face Time" with the consumer to help troubleshoot the problem, and 2) applications that provide content and transactions so the consumer doesn't need to call the call centre. One added value to both scenarios is to provide a way for the consumer to chat, call, or email directly from the application.

Use technology that is agile in the cloud or on-premise

The market is in constant change and companies should be able to adapt quickly to the market in any geography. Flexibility and agility to provide service such as collections, sales, support, and BPO via any type of call centre is key. It means that organisations need to deploy any type of call centre technology quickly in the cloud or on-premise, in any geography, for any channel and for any customer segment.

Implement unified communications

Being able to combine voice, data, instant messaging, queues, emails, processes, workforce management, routing, and quality control is key to managing the customer relationship based on common analytics and reports. This gives companies the advantage of fast deployments and helps in providing one source of reporting on a single platform.

Go beyond CTI and IVR, integrate the CRM application

Typically CTI and IVR processes are the most common way to integrate CRM or ERP systems with the call centre. But companies need to be more effective in providing CRM data to the call centre agent. They need to incorporate customer metrics, surveys, and a 360-degree view of the customer and business logic. The more customer data the agent has, the better equipped they are to assist the consumer.

Finally, as e-commerce outfits start evaluating the need to add other channels, they must ensure they also address the core communications platform already in place. A common mistake is trying to add other service channels into an infrastructure that was never designed to efficiently handle them. In the end, a customer experience strategy is all about the culture of the company. However, companies must lead by using technology to deliver a differentiator in the market.

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