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4 Predictions About The Future of the Contact Center

With banks’ channel strategies becoming increasingly customer-centric, how is this shaping their call and contact centers? Four experts offer their predictions.
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Analytics Facilitate Better Service

The financial services industry is a trendsetter in leveraging technology to provide better customer service, and is thus well positioned to overcome the growing gap in power between consumers and enterprises. Consumers are empowered with multiple communication channels and increased access to information, and banks must be prepared to assist customers who now choose the timing and outlet for their contact.

In a recent survey, consumers indicated that they use an average of six different channels to contact service providers. To address this reality, organizations must leverage technology to provide outstanding customer service in an efficient manner. Solutions that apply both interactional and transactional analytics across all channels allow institutions to understand the unique journey of every customer. This understanding enables companies to predict their customers’ needs and either guide them to the most appropriate channel, proactively engage with them, or simply be ready with the right service and information.

The survey also showed that use of mobile apps and texting is on the rise, with the strongest growth in financial services institutions, at 46%. As helpful as today’s mobile apps are, they will be truly mature when they are able to seamlessly convey all of the customer’s information when transitioning from self-service to assisted service with an agent. In short, the contact center will continue to play a critical role in customer service as it handles more complex service issues, or when self-service channels fail.

— Tamar Sharir, Director, Solution Marketing Interaction Optimization, NICE Systems

[New Report: Consumers Say Security No. 1 Concern in Mobile Banking]

 

Peggy Bresnick Kendler has been a writer for 30 years. She has worked as an editor, publicist and school district technology coordinator. During the past decade, Bresnick Kendler has worked for UBM TechWeb on special financialservices technology-centered ... View Full Bio

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Cara Latham
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Cara Latham,
User Rank: Apprentice
7/15/2013 | 1:01:49 PM
re: 4 Predictions About The Future of the Contact Center
I wholeheartedly agree that access to a live person is critical. I am a huge proponent of digital and mobile access, as it is even my preferred method. However, I had to call my bank over the weekend regarding a new card activation and a paper I misplaced with the new PIN number on it. I was out of town at the time and still needed access to my account, and the customer service representative was able to help problem solve. I am not sure any type of technology can truly replace human interaction.
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