The C&UX Expo logo

18 & 19 MARCH 2020


Let’s talk about UNICORNS...

Yes, that’s correct... unicorns. Or better still... mermaids and centaurs. Or for that matter, omniagents. Yes, omniagents; the most mythical creature of all. That one contact centre agent with the linguistic ability to be a gifted email writer, snappy Tweeter, capable call agent and vibrant video agent – all at the same time. You’d be correct in thinking they’re not just rare; they’re fictitious. And I’m afraid we’d have to agree.

Omnichannel has been a buzzword for a few years now, but in asking agents to do it all, we’re asking for the impossible – omniagents. We’re seeking unicorns. The reality is that contact centres need to evolve into customer experience hubs where no one agent is expected to do it all. Instead, specialised agents work together sharing data and insights, often remotely, to provide a more personalised 24-7 customer experience.

Here are our top five tips to ensure you’re not relying on a mythical workforce to deliver your omnichannel strategy:
1. Know your customers

2. Know your business    

3. Know your agents

4. Be flexible

5. See the big picture

1.     Know your customers
Pursuing omnichannel isn’t as simple as adding more channels. You need to understand the profile of your customers and their communications preference; this will change depending on the type of interaction. Too few, or digital only channels, and you risk isolating segments of your customer base. Too many channels and you create confusion, not just in the customer journey, but for your teams trying to manage the many and varied complex interactions. It pays to get the balance right.

2. Know your business
This isn’t about offering the longest list of ‘contact us’ options – it’s about offering channels that are a practical fit for the nature of your business. Don’t feel pressured into introducing channels that you don’t need, or that don’t make sense to your operation. For instance, in healthcare, patients aren’t going to contact you to discuss their concerns over Facebook, but webchat or a video call provide secure alternatives.

3. Know your agents
Customer service agents are your brand representatives; their job revolves around that vital first contact resolution. But that doesn’t translate as getting the customer off the phone as quickly as possible. Understanding where your agents shine – their skills or specialism – is a great way to build those personalised, positive customer interactions. Skills-based routing means that calls are split by agent skills so you can safeguard the customer experience. That way your agents won’t find themselves managing things they haven’t been trained to, or handling queries outside their specialism.

4. Be flexible
The words contact centre make you think of a large, centralised building. But that doesn’t have to be the case. Our Virtual Contact Centres in the cloud not only offers greater workforce flexibility, but greater flexibility in the operational design of your business. With a distributed approach, your agents can deliver the same level of service from home or elsewhere; securely using any device they choose. By not tethering your people to a fixed location, it means you operate in a more flexible 24/7 way, accessing specialist agents outside office hours. It also increases the likelihood of finding agents willing to work nights, or split shifts as you can draw from a wider talent pool.

5. See the big picture
For omnichannel to be successful you need a holistic view of the customer experience. While the customer journey might begin on one channel, valuable insight and feedback from the customer is likely taking place on a completely different channel. Help your team to work better together using shared data and insights. Our Virtual Contact Centre provides that holistic view – all of your customer conversations in a single stream. Channel tabs show the client/customer interaction for voice, email, SMS and video. And we’re one of just a handful of cloud communications providers able to provide LIVE reporting, so you can see what’s working well (or isn’t) at any given moment.
If you want to learn more about any of this, then head over to the Call and Contact Centre Expo March 21 – 22 in Excel. It’s one of the biggest and best events for tackling the future of customer contact, with 700 exhibitors as well as some 700 seminars and masterclasses. We’ll be exhibiting at stand 2326, and I’ll be leading a session on this very topic. Hope to see you there.

Manveer Mangat

CTO, Sesui

About Sesui Ltd
Sesui is the bright British innovator of award winning call management software – Sesui Cloud Call Manager. Established in 2003, Sesui works with the public and private sector to tailor make cloud communications solutions, covering everything from virtual contact centres, Internet calling services and PCI DSS compliance, to caller insights and disaster recovery. It specialises in complex problem solving, with Sesui Cloud Call Manager offering a range of customisable features, from basic NTS to everything needed to get a full-scale contact centre up and running within a matter of hours. In 2016 Sesui became a proud recipient of the Queen’s Award for Enterprise in Innovation, adding to a string of industry awards including Computing’s Cloud Excellence Award in 2017. Read more on their new website