Contact Center Technology, Key To Improving the Shopping Experience in the Digital Environment

Today technology has become a fundamental pillar in the lives of consumers, as confirmed by a PwC study that has found that 50% of buyers now make more use of technology when purchasing a product or service than before the pandemic.

Faced with this new scenario, companies have found it necessary to change their strategies to connect with customers, especially seeing that digitization has gained more weight since then, and point to the customer experience as one of their priorities, as Forrester points out.

To achieve this, companies have found a strategic ally in contact centers to create a link with the new customer profile, since they allow them to initiate, develop and resolve consumer incidents through the most innovative technology on the market, at the same time to trust him.

In this way, after observing the evolution of the new consumer and detecting the importance of knowing how to adapt to this new profile, Enreach, a leading European provider of converged communications solutions for companies, breaks down 4 keys on how contact center technology can boost relationships with this digital customer.

4 Keys To Improve the Shopping Experience in the Digital Environment Thanks to Contact Center Technology

1) Offer Personalized Experiences so That the Client Feels Unique

Currently users, due to the massive stimuli they receive, prefer to receive personalized messages that meet their individual needs, and many studies have proven that although technology continues to advance, customers need to feel understood. That is why agents must resort to customer contact history and use the collection of previous data to offer a service according to their needs and preferences, in order to provide a unique experience.

Likewise, one of the strategies that add value and personalization to this customer journey is the so-called automatic gratification, where the journey does not end with the purchase, but immediately begins to be followed up by thanking it individually and asking for an assessment to that you feel that your opinion is important.

2) Promote Self-Service in Order To Streamline Processes

In the new digital age, self-service is becoming key to creating a good customer experience. In fact, 96% of consumers resort to this practice when they initiate the first contact with companies and want to resolve the case on their own.

This is so in part thanks to great technological advances, such as Artificial Intelligence (AI), which allow users to autonomously solve minor incidents with the use of automated bots. As a consequence, cases are resolved with greater agility and customer satisfaction. However, it should be noted that contact center managers must also be very aware of the customer journey from the first moment and monitor it at all times.

3) Offer Different Communication Channels To Satisfy All Types of Clients

Omnichannel has gained weight over time as it offers the customer the possibility of contacting the company through different communication channels such as chat, phone call or SMS. This strategy places the consumer at the center, providing them with improved solutions that are tailored to their preferences and needs.

That is why omnichannel becomes a determining factor in obtaining a good customer experience (CX), which can solve their doubts from anywhere in the world using the method they prefer. In fact, companies that opt for this strategy manage to retain up to 89% of consumers, according to Cybra.

4) Have a Customer Service Metrics System

Nowadays, the measurement of results is necessary to collect the actions that are working and those that are not, as well as the quality of the service. For this, aspects such as the response time (FTR) or the first contact resolution rate (FCR) could be taken into account to detect if it is up to the task expected by the customer.

“Companies must understand the arrival of the new digital consumer profile as a challenge, which demands greater immediacy and new ways of interacting. Precisely to satisfy their needs and retain them, companies must innovate in their communication and offer them a unique user experience from the beginning to the end of the process. In this sense, a good way to achieve this is by introducing modern contact center solutions,” says María José Jerez, CMO of Enreach Spain.