In the second in a series of articles detailing how CX is evolving in customer service and enterprise messaging environments, Tata Communications examines how the effective interaction of people and tools in an enterprise can come together to deliver impactful and quantifiable CX to your brand. There are a multitude of different people and personas who work in an enterprise to deliver the right customer service and experience and these typically have individual key performance indicators (KPIs) that reflect the imperatives of their prospective roles. The sales squad, for example are measured on KPIs that relate increased conversion of prospective leads, acceleration of the sales gestation cycle and addition to the qualified leads funnel. In contrast the support service community and support desk is measured on KPIs including reduced average handle and wait time, faster mean time to resolve and respond to issues and fewer deflected cases. Other personas include supervisor and quality management people who are measured on overall agent utilisation time and the improved incident management and response matric for the product and business lines they handle. The IT community and developers are assessed on indicators such as better time to market, the number of applications built, delivering lower total cost of ownership (TCO) for the customer and whether there is greater adoption by the user or developer community. Finally, customer operation people are measure on improvements to customer lifetime value and increase CSAT and net promoter scores (NPS). Ankush Gangwani, Product Head Contact Centre As A Service at Tata Communications, highlights that different tools and platforms are needed in order to deliver an impactful customer experience. He cites tight int integration with CRM providers as essential for 360-degree customer awareness while improved agent productivity depends on strong integration with IT service management (ITSM) tools for enhanced service orchestration. A unified caller telephony interface (CTI), on-demand recording, historic and current statistics about quality management and speech to text and text to speech conversion are essential capabilities.
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Ankush Gangwani[/caption]
Gangwani adds that customer experience needs a unified omnichannel solutions that deliver the ability for customers to contact an enterprise via their preferred method, such as voice, SMS, in-app chat or social media. Each of these must have an effective integration and customers’ privacy must be preserved through anonymisation application programme interfaces (APIs). Agent-Assist, co-browsing and intelligent call distribution are also essential capabilities here.
