The phrase ‘multi-channel communications is so ubiquitous that no one really pays attention to it any more. It’s become one of those overused techy phrases that can, if used without due care and attention, induce a semi-coma state.
Well, WAKE UP! The phrase is used a good few times here – but it’s for your own good!
For many organisations “multi-channel communications” has been endlessly discussed; with plans made, heads scratched, Facebook pages opened etc.
However, very few companies have – and bear with me here – an integrated multichannel communication strategy; that is to say one which integrates multiple channels, and uses sophisticated tools in contact routing and handling. For example most organisations have no means of tracking and reporting on their non-voice communication channels.
Instead, the majority of organisations handle each channel independently of each other, on an informal basis. This approach might work where enquiries come in small volumes and employees can make up for bad processes. But it’s not scalable, or even sustainable in the long term.
Research published by ContactBabel in 2012 revealed that over 17% of interactions handled by UK contact centres were through email, web chat and social media.
In the last few years there has been a sharp rise in non-voice communication, led by email (which has risen from 10% to 15% of interactions) but also supported by jumps in web chat and social media.
Customers expect consistent treatment and quality of service across all these channels. But without a comprehensive system to track enquiries from every media, making this happen in reality is hard work.
With many traditional voice platforms reaching end-of-life, now is a good time to seriously consider a multi-channel communication platform that can provide routing, reporting and performance tracking across all your communication channels.
In this competitive environment service is a genuine differentiator. So, although the technology may not be new, the impetus to actually do something with it is.
Fusion Contact is C3’s multichannel contact centre platform. It is a browser-based solution that simplifies the management of interactions across all communication channels (voice, email, web chat and social networks) with universal routing rules.
Fusion Contact enables your customers to make contact with you using their preferred method, always receiving a consistent, well-informed service no matter which channel they use. The system facilitates the rapid deployment of new applications; helps you improve customer service across your distributed operations, and also supports the flexible working requirements of your staff who are able to login to the system remotely.
We offer a range of hosted solutions, which remove the constraints of capital expenditure and provide operational flexibility and agility.