SHARE



ABOUT THE AUTHOR


Perry Price
Perry Price co-founded Revation Systems in August 2002 to develop the next-generation cloud solution for real-time communications, and today serves...
Read Full Bio >>
SHARE



Perry Price | July 15, 2016 |

 
   

How Connected Communications Enhance the Customer Experience

How Connected Communications Enhance the Customer Experience Seamless communications is essentially the lifeblood of a company's reputation.

Seamless communications is essentially the lifeblood of a company's reputation.

We've all experienced this common frustration: You need to make a simple change to a personal account, such as updating an address or phone number, but are unable to find a way to do it online. After exhausting all efforts by searching a bank or company's entire website, you reluctantly dial the toll-free number -- only to become more annoyed as the hold music begins to play, and you realize you'll need to wait 20 minutes to speak with someone.

Although technology has developed rapidly and become of great importance to consumers' everyday lives, companies are still behind the curve in many instances, offering limited touchpoints for contact and support.

Digital Transformation of Communications
If a customer needs to send a signed document to his or her bank, oftentimes the only option today is driving to the branch, often in traffic, and waiting in line. Many banks simply don't have the means of allowing customers to securely send files via their websites or during chat sessions with agents. Similar examples exist in healthcare. For example, consider diabetes patients who have to schedule in-person follow-up appointments rather than being able to check in digitally, or patients who need to discuss potentially embarrassing matters with their doctors over the phone (possibly while at work) instead of being able to communicate privately using a Web chat. Even with new Web portals and other offerings in the mix, many industries remain behind on their communications offerings -- often leaving customers feeling inconvenienced and frustrated.

These scenarios illustrate the importance (and need) for a digital transformation within communications. This is necessary because being able to communicate seamlessly is a fundamental part of any customer's experience and satisfaction -- essentially making it the lifeblood of a company's reputation.

An Answer to Customer Satisfaction
Healthcare and finance are prime examples of industries in need of digital transformation in communications. These areas also often show the greatest return on communications investment, as consumers possess a strong need for flexibility and a variety of ways in which to contact them.

Connected communications, specifically, allows customers (and employees) to quickly and easily connect across a variety of media types, including email, SMS, Web and video chat, VoIP and file transfers. A major benefit of this type of technology is that it enables customers (or patients) to choose the medium of communication that works best for them in the moment -- based on individual preferences, familiarity, and accessibility.

The flexibility and choice illustrated in the healthcare and banking examples above also reveal how this type of technology can enhance the overall customer experience.

How to Implement a Communications Transformation
Here are a few ways to get started on a transformation within business communication technology.

  1. Conduct research to find the best solution for use in your industry.

    When implementing an all-in-one communications platform, looking at the ways in which customers will want to connect with your particular organization based on industry-standard practices and current gaps in communication structure is critically important. The point of external communications is to enhance the user experience, so first identify your customers' needs and then find the best, secure communications solution to fit their preferred methods of interaction.
  2. Provide employee training for better engagement.

    When implementing any new technology, training is essential to ensure that employees are using the tool to its full potential, which is especially key when a solution involves various integrated platforms. For example, if a hospital deploys a solution with video and Web chat services, you might consider training employees on proper video etiquette (for example, body language) and certain responses for standard chat inquiries. This will help ensure consistency.

    Similarly, if a communications solution includes workforce management tools, you'll likely want to train administration on the best ways to fully utilize the platform in managing day-to-day external interactions and the various factors involved, such as average wait and call times.
  3. Fully integrate the communications platform into the organization.

    This is perhaps the most important piece to true transformation of communications capabilities, as opposed to simply applying new communications technology as an afterthought in the customer relations process. If you haven't built the new communications model into the organization's roles and responsibilities -- and promoted it to employees and customers alike -- then its adoption and implementation won't make as great of an impact.

Clearly, many industries have a deep need for digital transformation in communications. In many cases, communications solutions are outdated and no longer useful in this digital era. As industries progress further in their digital transformations, a communications rethink is critical -- not only to keep customers satisfied, but also -- and most importantly -- to further strengthen the overall experience.





COMMENTS




June 20, 2018

Your enterprise may have adopted SIP Trunks, but are you up to date on how the latest technology is driving evolution in approaches?

In this webinar, youll learn how the new generation of SI

June 6, 2018

The two largest strategic vendors-Cisco and Microsoft-have been busy making changes to their enterprise communications roadmaps, incorporating collaboration applications as fundamental components.

May 23, 2018

If Cisco is a critical strategic supplier for you, then its vital for you to understand the most recent announcements around Webex Teams, and how to build your migration path for the next generatio

March 12, 2018
An effective E-911 implementation doesn't just happen; it takes a solid strategy. Tune in for tips from IT expert Irwin Lazar, of Nemertes Research.
March 9, 2018
IT consultant Steve Leaden lays out the whys and how-tos of getting the green light for your convergence strategy.
March 7, 2018
In advance of his speech tech tutorial at EC18, communications analyst Jon Arnold explores what voice means in a post-PBX world.
February 28, 2018
Voice engagement isn't about a simple phone call any longer, but rather a conversational experience that crosses from one channel to the next, as Daniel Hong, a VP and research director with Forrester....
February 16, 2018
What trends and technologies should you be up on for your contact center? Sheila McGee-Smith, Contact Center & Customer Experience track chair for Enterprise Connect 2018, gives us the lowdown.
February 9, 2018
Melanie Turek, VP of connected work research at Frost & Sullivan, walks us through key components -- and sticking points -- of customer-oriented digital transformation projects.
February 2, 2018
UC consultant Marty Parker has crunched lots of numbers evaluating UC options; tune in for what he's learned and tips for your own analysis.
January 26, 2018
Don't miss out on the fun! Organizer Alan Quayle shares details of his pre-Enterprise Connect hackathon, TADHack-mini '18, showcasing programmable communications.
December 20, 2017
Kevin Kieller, partner with enableUC, provides advice on how to move forward with your Skype for Business and Teams deployments.
December 20, 2017
Zeus Kerravala, principal analyst with ZK Research, shares his perspective on artificial intelligence and the future of team collaboration.
December 20, 2017
Delanda Coleman, Microsoft senior marketing manager, explains the Teams vision and shares use case examples.
November 30, 2017
With a ruling on the FCC's proposed order to dismantle the Open Internet Order expected this month, communications technology attorney Martha Buyer walks us through what's at stake.
October 23, 2017
Wondering which Office 365 collaboration tool to use when? Get quick pointers from CBT Nuggets instructor Simona Millham.
September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular BlogGeek.me blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.