Why Personalization is Central to the Smart Contact Center

Last week, we hosted a webinar, Making Your Contact Center a Smart Contact Center with AI, where Cresta’s CMO Scott Kolman dug into results from CCW’s latest research study – Market Study: Smart Contact Centers – and talked through the implications. The study examined the role of personalization in customer service and revenue growth, and was designed to measure success of the contact center and its need for ‘smarter’ technology. 

Scott kicked off the webinar by exploring how the CCW report defines six key actions smart contact centers are taking: 

  1. Leveraging the power of AI to assist agents in their engagements with customers 
  2. Delivering innovative solutions to the market, to both end customers and agents 
  3. Providing seamless, omnichannel journeys to customers
  4. Configuring better agent workflows
  5. Leveraging more robust data, to enable personalization among other things
  6. Consistently seeking and delivering a more customer-centric experience 

Customers today have high expectations for personalized experiences; in fact, according to a report from McKinsey & Company, 71% of customers expect that companies will deliver a personalized experience and 76% are frustrated when that doesn’t happen. When customers’ expectations aren’t met and frustration brews, delivering value to the customer or back to the business becomes tremendously difficult. 

In today’s blog post, we will be focusing on two of the big roadblocks that contact centers encounter when it comes to delivering personalized experiences – do these ring true to you? Tune into the webinar replay to learn more about how smart contact centers are overcoming these challenges by properly evaluating, implementing, and driving value with real-time intelligence.  

A lack of real-time data on customer intentions 

Contact centers have an incredible amount of information and data at their fingertips. However, with such a high volume of information available, However, with such a high volume of information, this can end up making it much more difficult to parse through and find the right information at the right time. If agents aren’t able to quickly access and act on the data, the immediate value is lost. 

Improper implementation of technology 

The CCW study reports that fewer than one in ten contact centers are effectively leveraging AI technology. According to the report, an inadequate use of AI or automation is tied for the #1 pain points for agents.

Agents are required to work with multiple screens throughout the course of a call in order to do their jobs effectively, making their job quickly complex. When contact centers are leveraging technology for parts of the job and leaving others highly manual, an agent’s ability to deliver exceptional customer experiences is significantly compromised. 

So how can contact centers ensure that the technology they’re using is helping them to work smarter, not harder? During the webinar, we dig into the key considerations an organization must consider when it comes to evaluating contact center technology, from remote/hybrid employees to omnichannel support.

To learn more about making your contact center a truly smart one and how to get there, download the webinar replay and share with your team today. To see Cresta’s real-time intelligence in action, set up a personalized demo with us today.