Call Center Technology: Context Continuity

We’ve all been there. Likely more times than we can count. When we have a question, or need an issue resolved we reach out to a company for help. Sometimes we connect with the wrong department, sometimes we find out we need additional help from an agent, sometimes we get disconnected and sometimes we ask to talk to supervisor. Each time we’re transferred or call back, we often have start over, explaining the details, talking about the problem, asking the same question. With each instance of repetition we grow more and more aggravated. Often times there is an unfortunate call center agent on the receiving end of our frustration. But what can companies do to provide a better experience?

Call Center Technology Breakthroughs

Recent technology advancements are paving the way for call center organizations to provide customers a less frustrating, more efficient experience with context continuity.

More and more people are turning to self-service transactions. In fact, the 2016 Aspect Consumer Experience Index reported that 65% of consumers feel good when they resolve a customer service issue without a live person. Self-service adoption is on the rise, however, when consumers attempt complex inquiries they can find themselves in over their heads and need assistance from a live agent.

A study from late 2013 showed that 89% of consumers say they are annoyed when they have to repeat themselves about the same issue. Over the past few years, that hasn’t changed. As customers transition from self-service to agent assisted, providing context to the agent reduces customer frustration by allowing the customer to continue seamlessly between channels.

In order to provide context to an agent companies need an easily accessible data store capable of tracking past transaction across any channel. Similar, to a browser cookie which, a small piece of data sent from a website and stored on the user's computer by the user's web browser while the user is browsing – think of the shoes you looked at online appearing in banner ads across the internet - tools like Aspect’s Continuity Server™ allows website, mobile app and IVR systems developers to collect and store small traces of information about the customer journey.

Examples of data collected include:

  • Most recent page of your website the customer visited
  • Last time the customer talked to an agent
  • Last issue discussed with agent
  • Dropout point in last IVR interaction
  • Last transaction in mobile app

Companies may have some of this data stored in a traditional CRM system but it may not be easily accessible across multiple communication channels. It’s important to ensure developers have read / write access to this data to improve the omni-channel customer experience. Additionally, this data generally includes more detail than what is in a typical CRM system. This is especially helpful for focusing on the information needed to provide a seamless experience based on context continuity.

A seamless experience, in which customers don’t have to repeat themselves again and again, improves their perception of the company and in turn, builds loyalty.

Find out how you can improve the customer experience with context continuity, and other call center technologies.