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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.

Fast fact: 82.5 percent of companies see CX as a competitive differentiator. 

3.       Customer Journey Mapping tops 5-year trend

Delivering true omni-channel capability - with well-designed and connected customer journeys - will be the top industry trend impacting CX, alongside analytics, to reshape the industry. The combination of contact channels (on average nine) offered by most contact centres means organisations need to provide smooth journeys to maximise their CX.

Fast fact: Full channel integration levels is set to treble from 22.4 percent to 74.6 percent in next two years. 

4.       Proactive automation

Shaped by evolving customer expectations, most businesses look to reduce calls through predictive analytics; and it's clear that digital channels will drive proactive outbound contact activity. Switching from reactive to proactive - using predictive analytics with tailored messaging to customers - is set to become the standard for many businesses, pre-empting customer needs and reducing costs.

Fast fact: Currently, 31 percent of organisations have capability for proactive automation - but it's set to rise to 57 percent by the end of 2016. 

5.       Analytics and service personalisation driven by the power of data

Most organisations want to offer an enhanced choice that's tailored to a customer's needs to deliver a more personalised CX. Personalisation of services will become more important - and this will be enabled by small, actionable information derived from big data analytics.

Fast fact: Personalisation of services enabled by analytics was voted a top trend, with 50.2 percent ranking analytics as the number one factor that will reshape the industry over the next five years. 

6.       Cloud and hybrid solutions

Cloud, in one form or another, is fast becoming an industry standard as contact centres recognise its value in providing seamless customer touchpoints. Plans to locate technology in the cloud are trebling, with the majority of organisations leaning towards a hybrid cloud solution that fuses premise-based legacy systems with new solutions.

Fast fact: Currently, 61 percent of companies have plans to locate technology in the cloud. 

7.       Digital needs a human touch

In short, technology is only as good as the people who control, manage, and 'own' it. New digital channels can't be developed in isolation of the contact centre. It's important to get input from your employees, customers, and other stakeholders in your organisation when thinking about digital. It's the only way to provide productive, efficient, and relevant channels in this new CX-focused service revolution.


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