Globalisation has resulted in customers becoming more demanding, diverse, knowledgeable, and empowered than ever before. This rapid change in consumer expectations has also been driven by the proliferation of feature phones and smart devices, which have transformed the way that the expanding population of tech-savvy consumers communicates with businesses.
This has resulted in businesses facing the challenge of finding ways to understand customers' needs and preferences while constantly providing personalised, convenient, and consistent interactions-all while reducing operational costs.
If consumer demands for multiple communication channels are not met, businesses will be placed at the risk of losing market share to the competition. This applies especially in a competitive environment where the customer dollar in a saturated global market is now capable of making or breaking the success of a business.
The situation is no different in China, with smartphone shipments into the country accounting for 11 percent of the 17 percent increase in handset unit shipments in 2010. This has empowered Chinese customers to become modern advocates of change when it comes to how businesses can best communicate with customers.
According to research by Convergys, customers in China are now keen on having businesses reach out to them through a multitude of channels, including phone support, Web chat, texting, self-service, smartphone apps, touch-tone, e-mail, speech-based communication and social media. This points to a clear need for enabling more personalised intelligent self-services across multiple platforms for customers.
Answering the Need
In order to ensure that the role of the call centre matures with business requirements and plays a strategic role as a source of profit, companies with operations in China need to recognise the need to make a move towards solutions that combine intelligent automation with self-service and outbound notification, meeting the requirements of the modern customer for a positive customer experience.
This will empower businesses to take full advantage of every customer interaction and leverage that valuable data to help drive down costs, increase revenue opportunities, and increase satisfaction and loyalty.
As part of customer requirements for service across multiple channels, it is critical that businesses in China consider a solution that provides ease of use, proactive service, standards support and seamless integration.
By providing ease of use and proactive service, more consistent communication can be established with customers. This would entail providing customers with information required in a timely manner through a channel most convenient to them - voice, telephony, Web, fax, e-mail or mobile device. A two-way communication can also be established between a business and a customer with the delivery of outbound notifications to customers that offer cross-sell and upsell opportunities via phone, text message or e-mail.
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