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The Evolving Contact Centre Industry and Customer Transformation

Harold Thng, General Manager – Customer Experience Business Unit, at Dimension Data Asia Pacific | June 23, 2016
By focusing on customer experience, organisations are recognising that they can drive revenue, improve loyalty, and reduce their costs through greater efficiency.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Is the global contact centre industry on the cusp of a services revolution?

According to Dimension Data's 2016 Global Contact Centre Benchmarking Report, it is. This revolution is already set in motion and is increasingly being enabled by digital, analytics, and rapid advancements in technology systems.

The customer experience (CX) is driving self-and assisted-service channels and business transformation, and the customer is at the heart of this. Personalisation of services, enabled by analytics, will be the top trend to change the industry within next five years.

Case in point: In 2016, Citigroup will be the first major bank in Asia to provide voice recognition technology to its retail customers, and Singapore will be one of the first countries to receive this digital treatment. This move will render passwords useless and speed up simple transactions like money transfers, bill payments and checks on account balances.

By focusing on CX, organisations are recognising that they can drive revenue, improve loyalty, and reduce their costs through greater efficiency. Contact centres are now offering up to nine different contact channels for a customer to engage with an organisation. Organisations are also intent on connecting the journey, and improving consumer experiences. Amongst the supported services a contact centre can support, web chats, mobile applications and automated services are primed for the greatest growth within the next year.

7 things you need to know about the services revolution

A company's success depends largely on being able to provide their customers with a differentiated (CX); across as many as nine channels. As companies create an omni-channel journey that sets them apart in the market, the contact centre will continue to play an integral part of the strategy, even as the definition of a contact centre becomes more fluid and embraces more digital channels.

Here's what you need to know:

1.       Digital continues to dominate

Digital volumes are still on track to exceed phone contacts by the end of the year. Growth was recorded in almost every digital channel, while phone contacts dipped by 12 percent. The challenge for companies? To ensure that their digital technology keeps up with the business needs.

Fast fact: Digital interactions make up over 42 percent of interactions.

2.       CX recognised as competitive differentiator

CX is at the heart of a service revolution. As organisations mature their approach to digital and traditional interactions, they're noticing the link between improved CX and business performance, especially in the boardroom. Analytics can show how CX impacts sales, cost saving, customer loyalty and employee engagement.


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