Remember the good old days when you could call your favorite store, took it for granted you could talk with the same person just about every time and didn’t have to explain things multiple times if you had to call more than once to resolve an issue?
Welcome back to those good old days.
'If Bill Gates Calls, I’m In'
Donna Fluss, president of West Orange, N.J-based DMG and host for the start of the webinar, opened with some pretty safe observations about the need for great customer service and the use of analytics to determine which customers get the bigger slice of that customer experience (CX) pie. But near and dear to her heart — the concept of adaptive and real time routing — moved the presentation up a notch due to her obvious enthusiasm. She’s been talking and writing about the topic for over ten years and believes: “We are in an amazing time in the world of service where we’re limited only by our own imagination.”
One part of the process would remove the silo approach to all the various marketing channels — phone calls, tweets, email, SMS, chat — and bring them together. What happens then is to use interactive voice response (IVR) technology and CRM applications to create routing rules.
According to Fluss: “Let’s say Bill Gates calls and there’s a routing rule in place that automatically recognizes his call should be routed to the CEO of the company.”
That may seem to be an extreme example, but she’s believes we’re at that point now with technology, as she adds: “That’s the excitement of what’s happening between the integration of the automatic call distributor (ACD) and the customer relationship management (CRM) applications."
Everybody Knows Your Name
She gives a couple of case studies as examples.
One customer engages for a length of time with a customer service rep, then later realizes he has more questions. When he calls back the next day the system routes him directly back to the same customer service representative (CSR), thus saving the customer and the rep the time of going back over the same information again.
Another customer had a positive interaction with a sales rep over the phone more than a year ago and wants to find that same rep again, but doesn’t remember the name or any other contact information. The Routing Rule sends her to the same rep automatically so they can re-establish that rapport and, hopefully, upsell in the process.
Fluss also suggests that these scenarios can lead to more satisfied CSRs who connect in a real way with their customers, thereby reducing agent turnover, and saving the company the cost of retraining new employees. According to Fluss, "The experience is turned from a good experience into a 'wow' experience. And it’s done cost effectively.”
Wrapping things up, she emphasizes how these routing rules can improve the customer journey and help build the organization’s brand.
There is no doubt that this is a subject that Fluss is passionate about, which give the title of the webinar an altogether different spin.
The second part of the webinar, hosted by Eric Coyle, vice president of solutions strategy for UK-based NewVoiceMedia, gave an overview of how the company uses Salesforce to bring many of Fluss’s proposed options and situations to prospective clients. He also discussed the company's use of the cloud environment and how it has benefitted some of its current customers.