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Cross Channel Finds Traction in Contact Centers

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Cross Channel Finds Traction in Contact Centers

June 15, 2009
By Susan J. Campbell
TMCnet Contributing Editor
Cross Channel Conversations have gained momentum in the contact center as more and more companies are striving to push customers toward self-service portals, as well as online and messaging options that get away from expensive live conversations that take place through inefficient methods.

This is not to say that live conversations will not still play a key role, but will be diminished in the overall reliance for the center. In order to drive the use of more than one channel, companies need a way for customers to move between these channels without losing information or having to repeat themselves.

At the same time, they need to have the option of contacting a live agent who can access their information in real-time and help them with the task at hand. Such capabilities are demonstrated in “click-to-chat” functions offered on websites.
In a recent Genesys Event, these initiatives gained significant momentum as companies continue to implement next-generation capabilities that are designed to improve customer service through consistent delivery across all channels. Key milestones were reached at this event as technology providers demonstrated improved integration and results. 
Led by Genesys, an Alcatel-Lucent (News - Alert) company, Cross Channel Conversations bring together key enterprises and technology providers to eliminate the breakdown that customers often experience when they move from one communication channel to another. This initiative identifies gaps in customer interactions and provides an integrated platform to serve as the hub of these interactions.

In support of this initiative, LivePerson has joined with Genesys (News - Alert) to improve the Web experience through the integration of online customer service with assisted service through both chat and voice capabilities. The companies are addressing the challenges that consumers face when they begin an online transaction but then need additional assistance and most move to another channel.

The integration between LivePerson (News - Alert) and Genesys allows customer service agents to engage with customers in real-time by proactively inviting online customers to ‘click-to-chat’ and ‘click-to-call’. It directs customers to the right resource with the most suitable expertise and availability for meeting their specific needs.

Web-based interactions should also improve as a result of a partnership between Genesys and InQuira (News - Alert). The two companies have integrated their respective software suites to enhance self-service interactions by presenting the right information and resources customers need.

This joint solution is designed to make it easier for eServices customers to find the right answer with InQuira’s intent-based retrieval capabilities. With the use of multi-lingual natural language processing, inQuira discovers the “true intent” of each question to provide the most relevant answer as quickly as possible.

As customers are doing more and more through self-service portals, they still expect a company to provide the information and assistance they need in real-time. This can be accomplished through Cross Channel Conversations to deliver the optimal customer experience.

Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users.

Susan J. Campbell is a contributing editor for TMCnet and has also written for To read more of Susan’s articles, please visit her columnist page.

Edited by Michael Dinan
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