AN ORGANIZATION SHOULD ALWAYS SPEAK WITH ONE VOICE!
Of course, it's not about the voice of a speech synthesizer, but about building a consistent message for every customer, no matter what business process they are interacting with. Whether it's a marketing call in an outbound phone campaign, a chat with a support consultant, or an email response to a complaint, every organizational department and every contact channel must provide the same level of service, based on the entire cross-section of customer data the organization holds. This is not only a task for CRM, but also (and in many cases - above all) a role of communication systems and Contact Center (CC), which must participate in data exchange between business systems in order to provide up-to-date information for the Customer.
Let us remember that Customer Service is not only about employees - it is a whole range of self-service systems that must respond on an ongoing basis to changes in the status of the Customer and its services (e.g. IVR or VoiceBot must provide the current balance of the account, and not the balance from before the transfer ordered in the mobile application). Finally, outbound systems must be able to exclude particular records from the campaign if they are no longer valid (e.g. because the client has made a purchase in another channel or because the outstanding amount has been repaid), and finally, proactive client information that reduces the need to contact CC (e.g. messages in the mobile application or dynamic menus in routing subsystems).
- communication "embedded" in business processes
- full data exchange between processes
- current status of the customer and its services always available
- elimination of inactive contacts
HOW DO WE BUILD CUSTOMER EXPERIENCE?
It's all about systems analysis and data flow. It's a cross-system integration to ensure real-time or near real-time data exchange. It is dynamizing processes based on business data. And finally, it's about providing a consistent communication platform at each stage of the business process. So that each communication with the Customer is uniform and complete in terms of content.