As companies grow, so do the demands placed on them by consumers. An increased consumer base brings with it an increasingly wide range of issues that require unique treatments. And if large companies have any desire to improve the customer experience for their diverse consumer base, they will be naturally geared towards contact channel investment.
But building a larger collection of contact channels comes with its own problems. While there are obvious benefits to offering consumers more contact options, they need to be deployed in a way that ensures that they actually resolve each consumer’s specific issues. They also need to deliver on their cost-to-serve to ensure that new investments don’t damage their profitability.
Intelligent investment in contact channels
A hunger to accommodate for the varied needs of their customers is exactly why Centraal Beheer, one of the Netherlands’ leading insurance companies, recently added video chat and co-browsing to their contact channel artillery. Channels with such a high cost-to-serve are invaluable for the firm’s SME contacts, giving Centraal Beheer the opportunity to connect with each of their high-value contacts in a more personalized, and human, way.
But when Centraal Beheer made these investments, they did so with the knowledge that the contact channels would only be served to the correct people. That’s because they use Now Interact’s Personalized Contact Channel solution.
Now Interact’s Predictive Intelligence-led solution uses machine-learning algorithms to understand why each individual visitor is on Centraal Beheer’s website, responding in real-time with the contact channel that will help the consumer to complete their journey. So if a visitor has a service issue, they’ll be directed towards the FAQ before being encouraged to phone in. If a SME contact needs assistance, they’ll be served with video chat. If a visitor looks like they’ll make a purchase, but only with offline assistance, they may be offered a call back dialogue.
A focus on improving customer experience
It is only with the support of intelligent technology that companies can be confident in their contact channel investments. Chat, for example, shouldn’t be offered to every single web visitor. Not everybody needs it, and not everybody wants it. By taking advantage of technology that intuitively understands each individual consumer journey, in real-time, Centraal Beheer are able to improve the customer experience, reduce cost-to-serve, and increase their profitability.
Centraal Beheer’s partnership with Now Interact recently earned both companies a Silver Award in the Best Multi-Channel Customer Service category at the 2016 European Contact Center and Customer Service Awards. Innovation is the only agent that will bring about positive changes to the customer experience; this is a belief that has always been at the heart of Centraal Beheer’s operations. We’re proud to be a part of their journey.