By Adrien Lemaire, Content Manager Dimelo
In these times of hyperconnectivity, digital customer care requires the use of a wide range of tools on a daily basis. These include CRM systems, digital customer interactions platforms, reporting tools, voice tools ... All of these generate a large amount of data, all of which is formatted independently.
To provide the best possible customer experience and optimize their business, it is essential for companies to be able to synchronize their customer service data. In this article, Dimelo is introducing how an Open Platform allows answering these connectivity issues.
Open platforms for developing connected ecosystems
By favoring the development of a connected tool ecosystem, the Open Platform concept makes it possible to respond to these challenges. By using open APIs, the Open Platform allows the interconnection of tools, meaning they are able to communicate and exchange data. Thus, any type of tool offering APIs can be connected to an open platform. It is also possible to integrate the platform on another interface.
This type of platform is very flexible and can adapt to the specific needs of each company, depending on its issues and tools.
What customers see versus reality
When customers contact a company, they focus on their interaction with a customer service agent, via means of a communication channel. Customers thus have a very simplified view of customer service, which includes 2 or 3 main blocks.
However, the reality is much more complex and many tools are used to ensure the effective handling of this interaction. These include, amongst others, CRM systems to provide transactional information, workforce management tools to plan the number of agents needed, digital interactions platform to allow agents to process messages.
Disconnected tools versus open platforms: a concrete example
To better illustrate these issues and the value of an open platform, let’s take a look at an example of a common customer service situation. By comparing them based on the presence of interconnected tools, it becomes easier to understand the value of an open platform.
Imagine a situation where a customer needs to contact his telecoms operator by email. Within a disconnected system, the information is not circulated between the different tools. Agents respond via an interaction management platform but will not be able to easily access the information stored in the CRM system. In order to identify the client, they will have to ask for information such as their contract number. They will then have to use a different interface to be able to access the client’s file. This means a longer processing time, resulting in a more onerous experience for the customer, and additional costs for the company
On the contrary, when tools are connected, the experience is much smoother for the agent and the customer. The integration between the CRM and the Digital Interaction Platform makes it possible to synchronize transactional and conversational data. This means all the necessary information is available to direct messages to the right agent, which in turn prevents the need for rerouting calls.
In addition, the identity of the customer can be recognized from the beginning of the exchange. Thus, the agent does not need to ask different questions to identify the client, and can directly access exchange history and the relevant contracts. This approach provides a smoother experience across all the different channels.
As these examples outlined, interconnected tools allow to provide a much more seamless experience. Some of the most common customer frustrations include long wait time, the need to explain the issue multiple times and redirects to different channels. The cause of many of these frustrations is the lack of connectivity between customer service tools.
When contacting companies, customers just want to see their problem solved and should not be dependent on companies’ internal processes. By connecting to other tools through APIs, an open platform helps companies to answer this challenge.
To learn more about the Open Platform and the main customer care blocks, you can check out the full article on Dimelo’s blog. Their team will also be available in Customer Experience Birmingham on November 6 & 7 to discuss it.