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Q&A: How social media can bring effective customer interaction

T.C. Seow | July 23, 2013
Where does social media stand in the grand scheme of things for unified communication? In a question-and-answer session, Rachel Wentik of Interactive Intelligence shares with CIO Asia her views on what organisations need to do to harness the power of social media, and what need to be addressed to propel their organisations forward.

What kind of investments would companies need to look at to transform their current contact centres to a multi-channel contact centre?

 It depends on how they are outfitted today. If they have disparate solutions, it makes it harder to become a truly multi-channel contact centre, because it becomes so difficult to see when a customer is reaching out to them through multiple channels. Each channel becomes siloed, which leads to poorer customer service.

In your opinion, what trends will shape customer interaction systems in the next five years?

The continued shift to mobile technology will change how customer interactions are made, and from where. More proactive technologies will come into play. For instance, Big Data will drive more of the conversation between the agent and the customer, whether it is for up-selling and cross-selling, or for providing more comprehensive support and service. Speech and text analytics will also help drive what an agent suggests and does based upon what you say as a customer. Enhanced process automation will improve the accuracy and speed of how organisations take and fulfil orders, as well as how they troubleshoot problems.

What would be the industry or market segment where the opportunities rise?

There are many, but the most active at the moment are Financial Services, Insurance, Retail, especially "E-tailers", Higher Education and Government Departments.

 

 

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