November 26, 2021 – As we know, before announcing the winner on CC-APAC Awards Ceremony 2021, CC-APAC held the CC-APAC Conference 2021 with the theme CC-APAC invite invited two speakers who are professionals in the Asia Pacific contact center industry.
The second speaker is Endang Rachmawati. She is Webex Customer Experience Specialist, Cisco. Endang said now in the pandemic situation, everybody has to work and interact from home and also do everything online. Therefore, the organization has to make sure that they consider their business process for being engaging with their customer. When customers go into their contact centers, they should make sure that the agent will be able to answer the query fast and accurately.
Endang shared that customer experience is largely broken. What is the problem that makes it broken? She said that because there’s no proactiveness from the organization. If the company will inform them of any critical issue, such as some suspicious activity on their credit card the customer would appreciate it. Then, the customer doesn’t have to make a call, they would know and understand what happened.
And another thing that makes the customer experience broken is when the customer wants to communicate with the organization, they should be forced to ask by a call. There’s no other channel that the customer will be able to use because when they call the contact centers, it will take some time before they get the solution.
Endang said that we understand those problems the majority because the organization only focuses on the contact center view, such as on the purchase and the service. In the real fact, she said that customer journey happens before it gets into the contact centers or even after. Then, with our solutions, we will give you a view of an end-to-end customer journey.
She explains that we understand that improving the customer experience isn’t gonna be easy but it’s quite complex. Because every organization has a different division, they have different sets of solutions and applications. And also, they have different ways of communicating with their customers.
Customer Care will talk differently to their customer, sales and marketing will have their tools to talk to the customer, then it’s quite complex in making sure that it is going to be one streamlined communication with the same customer. Therefore, this mess is something that we are trying to solve.
The good news is Endang said she have delivered the future of customer experience with the all-new Webex contact center, which is now available in ASEAN. With Webex contact centers, we are re-imagining customer experience in which we are doing proactive outreach with our customers.
Endang explains that we would be able to notify them, such as doctor appointments, any suspicious on a customer credit card, any orders delays, any pickup notification, and any online ordering status. Make sure that we are notifying you of anything urgent. Then, these will proactively reach out to your customer.
That would certainly go to reduce the number of calls that the customer needs to make into the contact center when the customer needs it. Endang said that it could be a channel of their choice is not just voice. It could be WhatsApp, Facebook, or even WeChat. We don’t have to make them wait.
We can pick themselves and when they get into the agent, we are empowering the agent to make sure that the problems are solved. She also explains that agents could solve queries faster and accurately. In the end, our service will give positive sentiment to the customer.
How do we do this? Endang said that we are doing it with automation that is done in a digital service driven. Then, in this digital service-driven interaction, we are doing a lot of automation that we could do in proactively reaching out to the customer before getting into the contact center when it is necessary. Endang said that we are also empowering the agent to do a cross-sell and upsell proactively to the customer.
She also said there is another thing if we do that will be engaging the customer with our organization. She said we will be able to major it by providing feedback, asking the customer to fill up the feedback to any touchpoint before, during, and after the contact center. (ANF)