Colin Hay at Puzzel believes focus on customer interactions is what really matters and outlines ten strategies for reducing customer call volumes
Traditionally, contact centre leaders measured success on how quickly customer calls were dealt with. Happily, many organisations are now questioning this metric and instead are looking at what it really means to deliver exceptional customer service. They have woken up and realised that the inside-out approach, where internal processes come before the customer perspective, no longer meets expectations. What is more, digitalisation has changed the rules bringing with it a multi-channel contact centre environment and a new definition of ‘call volumes’.
Studies* show that inbound voice calls, as the overall number of customer contacts, have decreased. There is now a clear shift by customers from voice to digital channels such as email, webchat, social media and SMS. This trend throws the spotlight on how organisations manage multiple “channels”, the new word for “calls” and if they really need all of those channels.