Brad is a loyal customer using a TV subscription through a large telecom company. He decided to switch to a more optimized subscription model and save $15 a month on his current subscription. For Brad, this is a simple plan change, and he expects it to happen quickly and seamlessly. But was it so easy for the telecom company to deliver?
As things were, the telecom company based in New Zealand was operating on three CRM systems as a legacy of a long history of acquisitions. And unfortunately, for the contact center agents, these systems were not integrated. Now when Brad calls the contact center for his plan change, the telecom company’s agent needs to do multiple things on disparate systems to fulfill this request.
- First, Brad’s service on the current CRM and billing software must be disconnected, and a final bill should be sent to him.
- Then, the agent must migrate Brad from the current CRM to a new CRM, including any further changes made
- And finally, the agent needs to set Brad up as a new customer in the new CRM with a new bill, new due date, new bank details to pay, new account number, new credentials, etc.
All of this must be done while masking that Brad is a “disconnect and reconnect” so that he doesn’t get the “Sorry you are leaving…” and “Welcome to…” communications. You can imagine the potential of errors in this transaction!
And this is just one instance. Contact center agents at the telecom company were using a twin-screen setup and toggled between 20+ applications – a mix of CRMs, wizards, and other tools to complete customer transactions. This system was inefficient and led to a broken experience for both the customers and the contact center agents. It was time for a change.
Benefits of contact center automation
Thriving in the intelligent future
The possibilities that smart technologies can unearth together are immense. For instance, machine learning (ML) can help identify the best way to contact a customer by identifying the time and manner of communication they prefer. This could dramatically improve collection conversations! Similarly claims could benefit significantly from OCR and AI based information extraction from documents. The customer can click a photo of that document and send that can be immediately processed by the system – no more delays or lags due to manual interventions. As contact centers take a lead in customer engagement, organizations need to move away from point solutions and instead look at a synergy where these technologies come together to do what they do best and amplify the overall outcome