Contact centers have made a dash towards digital transformation in the recent past – from multi-channel to omni-channel. They tried in vain to go full steam, but ROI became a huge problem without a clear roadmap in place. It’s because these digital experience initiatives were aimed at bandaging communication gaps. In reality, the need of the hour was a holistic channel-agnostic strategy aimed at delivering measurable people-centric experiences. 

That’s exactly what led to the rapidly growing era of multi-experience contact centers. 

Multi-experience contact centers synchronize different apps, devices, modalities, and touchpoints to create consistent and proactive people experiences. 

The need to extend beyond omni-channel experiences

It hasn’t been long since the omni-channel strategy was top of the priority lists of many contact centers. But they quickly realized that it was only half the battle since this strategy only focuses on channel availability. In comparison, multi-experience contact centers focus on building frictionless customer journeys, no matter the device or channel – across web, mobile, wearables, etc. Another differentiator is that omni-channel contact centers are channel-centric and tend to ignore business user experiences. However, multi-experience contact centers take a data-driven, human-centric approach by empowering your employees with connected digital tools to engage customers better. 

Gartner has predicted that “over 25% of the mobile apps, progressive web apps, and conversational apps at large enterprises will be built and/or run through a multi-experience development platform.” But it’s not just the contact centers of Fortune 500s who need to sit up and take notice. 

Today’s average customer has already developed a low tolerance for disconnected experiences. 

CustomerThink conducted a survey in which “More than 9 out of 10 consumers say they will not purchase from a company after three or fewer poor customer service interactions.” As per a recent Salesforce report, “From 2019 to 2020, customers who used multiple channels to start and complete a transaction rose from 71% to 74% as did the number of devices (64% to 66%)”

The era of seamless multi-sensory, multi-modal experiences

As the world has become increasingly digitally fluid over the last two years, there has been a significantly larger demand for multi-modal customer experiences. Now, customers take it for granted that they can reach out to contact centers through various channels to pick up where they left. It’s more about giving them a choice to maximize their experience in each channel. Multi-experience contact centers put the power in their hands by helping customers use multiple channels during an interaction in a seamless manner – leading to more single session resolutions and higher brand loyalty.

A multi-experience contact center also recognizes that customer touchpoints are no longer one-way conversations with fixed interaction interfaces. Instead, it drives immersive and multi-sensory experiences that heighten the emotional response of customers as they chat, voice/video call, tap on the screen or use vision/gestures – covering even touchpoints like wearables and AR/VR devices. 

How to get started with a multi-sensory experience contact center 

A long-term strategy is a must

Building a precise multi-sensory charter with measurable milestones can be a make-or-break moment for your contact center. In order to gain long-term strategic value, you must develop a plan of action that aligns the experience ecosystem with your business goals.

UI focus to shift from channels to people 

Design and deploy user-friendly interfaces that engage customers with multi-sensory conversations. Often, the differentiator between products and services is based on the level of control and intuitiveness that they have in their experience journeys. 

Data is key to continuous improvement

One of the foundational elements of multi-sensory and multi-modal contact centers is their ability to curate and do more with actionable data analytics. With predefined granular KPIs, you can track the overall experience performance and better understand customer behavior/sentiment.

The role of video enablement in a multi-experience contact center

It’s also pertinent for contact centers to adopt a “no channel left behind” mindset. As earlier mentioned, the customer should be in control of how they choose to interact through the interface of their choice without losing any context. More importantly, this fluidity should be available, irrespective of increasing technology adoption.

For instance, the pandemic has irrevocably changed how customers view video calls. In a people-sensitive industry like banking, it has accelerated the evolution of the click-to-video-call button as an experience catalyst for their contact centers to increase sales conversions, ensure single session resolutions, and enable multi-modal and multi-sensory customer experiences.

Given the uncompromising view of modern customers, contact centers can’t afford to wait until a year later when market studies indicate that video enablement is a top-priority CX strategy for banks.

How banks use video to enable multi-experience contact centers

• Avoid delays and repetitive workflows by easily onboarding customers with video-enabled KYC
• Personalize customer engagement by improving online/mobile experiences with real-time conversations
• Revitalize physical branch experiences with remote video capabilities that connect customers to the best-fit agent
• Transform the ATM experience with interactive kiosks that deliver intuitive transactional or support experiences

How Tetherfi can help

Tetherfi Video For Contact Center empowers you to streamline video-driven experiences across applications like mobile, web or desktop. With easy integration and effortless on-premise/cloud /hybrid deployments, it can turn your contact center into a proactive, revenue-focused engagement hub – using state-of-the-art technology yet without losing human authenticity.

Get your contact center agents and customers interacting with live videos and deliver “anytime, anywhere” multi-experience journeys.

Interested in knowing more? Visit: https://tetherfi.com/products/tetherfi-video-for-contact-center