The recently released 18th edition of Dimenson Data's Global Contact Centre Benchmarking Report (GCCBR), which provides organisations with an overview on the IT consumption trend of contact centres, included a finding that non-voice traffic (digital) is set to rise in 81 percent of Asia Pacific's contact centres within the next two years and that social media is currently the most preferred contact option for Asia Pacific's Generation Y (19 to 34 year olds), who view the use of traditional telephone as a last resort.
Following a visit to Malaysia by senior executives by the ICT solutions & services company Dimension Data to discuss the report, Computerworld Malaysia asked for some more background as to how these trends will impact contact centres in Malaysia and Asia..
The two senior executives are Dimension Data's Pranay Anand, Asia Pacific business development manager - Contact Centre Solutions, and Paul Scott, senior director for contact centre consulting, Merchants - a Dimension Data company.
Photo - Paul Scott, Senior Director for Contact Centre Consulting, Merchants - A Dimension Data Company
Let's start with a brief overview of some of the key trends identified by Dimension Data's Global Contact Centre Benchmarking Report?
Paul Scott: Go Digital or Die: That's the message from the 2015 Dimension Data Global Contact Centre Benchmarking Report (published on 24 February 2015.)
The report reveals that, within the next two years, digital channels - which already account for 35 percent of customer interactions - will overtake voice and that centres hoping to be effective in this environment will need to manage as many as eight different communications channels.
This is a profound change. We all knew the digital revolution was underway but it's now clear that it's accelerating fast. The report also reveals, however, that much of the industry is unprepared.
- 57 percent of contact centres still only operate voice channels
- 4 in 10 centres can't handle social media - despite this being the No1 channel choice for anyone under the age of 34
- 79 percent of contact centres say their current technology infrastructures can't cope with this predicted future
- Centres don't monitor how well their non-phone channels are performing - which means customer experience is likely to be poor
- Only two thirds of customers who contact an organisation by a digital channel get their issue resolved
- Though customer experience quality is still claimed as a top strategic performance measure, it has fallen for 4 years in a row
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