4 Technology Innovations Shaping the Future of the Contact Center
by Dave Murashige
For nearly 50 years, Avtex has lived and breathed in the customer engagement space, beginning with phone systems, and shifting with digital innovation. As we continue to evolve, we’ve purposely expanded our skill sets to align with the needs of our clients, keeping in mind our north star of fueling exceptional customer experiences.
We believe that to provide exceptional experiences to your customers, businesses must start with examining customer journey, and ensure that each touchpoint is frictionless. This can be done by taking a holistic, end-to-end approach to both customer understanding and the CX technology ecosystem that powers engagements.
Experience 360, or E360, is our approach to helping our clients achieve an integrated strategy for fueling exceptional customer experiences. We understand how the different components of your business co-exist, and the power behind creating cross-functional communication and collaboration that can be brought together with Avtex as your partner for CX transformation.
E360 represents how we achieve our overall vision. It's our approach to bringing CX design and orchestration together to achieve experience transformation. We believe that truly transformative experiences happen at the nexus of design and orchestration, and we have spent nearly half a century developing our nuanced approach to helping our clients achieve this goal. In order to find success, you must think beyond the implementation of new technology, and dig deeper into the way these products will interact with your employees, your customers, and your strategic vision.
In a sense, the E360 approach is similar to building a house. You likely need an architect to design your home, and then a General Contractor to build it. If you only have the designer or the builder, you will end up with a great design but no solid structure, or you may be left with a collection of individually built rooms but no vision to guide how they go together to form a house. By bringing those parties together, you can see your vision come to life successfully. Intentionally building experiences for your customers is no different.
For your business, customer experience can be impacted by a multitude of variables. From the contact center to your CRM, and from your customer data platform to your technology support, it can be enticing to think that just upgrading a key piece of technology can solve all of your CX woes. You wouldn't be alone in feeling this way, and many technology companies would be happy to sell you a new piece of technology with the promise that it will fix all the pain points of your customers. Avtex is different. We believe that by only addressing a single pain point, you may effectively be treating a symptom, but you risk ignoring larger systemic issues that are actually at the root of the pain your customers experience.
By taking an Experience 360 approach, we first focus on fully understanding the end-to-end landscape of your customer experience ecosystem. We dive into how your business approaches CX, and how each component of your brand works together to execute that vision. We know that most organizations don’t have the luxury of hitting a pause button to make organization-wide changes, the flexibility to take the time to turn 180 degrees, and the ability to easily go back to market when they're done. That is why we focus on meeting our clients where they are, and providing a holistic evaluation of all the opportunities for CX transformation. By first designing an exceptional CX strategy, we can then address the best-fit technology to solve the problems we have identified, and help our clients orchestrate the next step of their customer experience evolution.
By taking this integrated approach, we intentionally infuse both design and orchestration into individual projects while always turning the knob towards fueling exceptional CX.
Our vision of fueling exceptional customer experiences is meant to extend beyond our clients to their customers. We take responsibility for ensuring that our clients have an excellent experience working with our teams, but E360 is our approach to accomplishing that same vision for their customers.
In order to do that, we bring customers into the conversation from the start. Even if we are solving an acute problem, by migrating to a cloud contact center or implementing additional CRM functionality, we need to understand how that will impact the customer and eventually model how it should be implemented to provide maximum benefit. We first focus on the voice of the customer, crafting a vision and executing research. Understanding what kind of experience our clients want to be known for, and building customer personas and journey maps with that goal in mind, helps us understand the data ecosystem behind their organization. By using real-time data, grounded in customer interactions and behavior, we build strategy that can enable your organization to alter its path and truly meet the needs of your customers.
Bringing customer information into the process early also provides an opportunity for our clients to make this data more readily available within their business. This ensures that regardless of which team a customer interacts with, they are provided with the same information and experience.
At Avtex, we believe in the E360 approach to achieving our vision of fueling exceptional customer experiences through design and orchestration, grounded in data and insights from customer interactions. We understand that transformation can happen within any level of your organization, and through understanding the entire customer journey, we believe that you can provide frictionless CX that deepens your customer relationships, builds lifelong loyalty, and drives revenue for your brand.
If your organization is looking to provide better CX, it may be time to consider a new approach to how you can successfully serve and interact with your customers. Avtex is ready to work with you to design the best strategy and orchestrate the right technology to transform your CX.