The term “omnichannel” conveys great promise for the contact center, but remains poorly understood. On a broad basis, customer satisfaction levels continue declining, and it’s clear that whatever enterprises are doing, something is missing. To some extent this is a technology problem, but it’s also a vision problem in terms of learning how to become more customer-centric. This change takes time, but omnichannel presents a new approach that enterprises can adopt today.
Existing contact center solutions can deliver great multichannel capabilities, but tend to serve the needs of the business ahead of the customer. While this has worked well so far, consumer adoption of new technology has outpaced the contact center, creating a sense of empowerment that agents are ill-equipped to address. As these shortfalls persist, customer retention will suffer, and as this impacts the bottom line, business-level priorities will demand a better way.
These are the challenges addressed by this White Paper, which sets out to clarify the omnichannel value proposition, and why it represents the next generation of contact center technology. Beyond the technology, however, the analysis explains how omnichannel enables enterprises to understand the customer journey, and allow agents to feel as empowered as the customers they are trying to serve. Finally, the White Paper presents a realistic assessment of what enterprises need to consider for a successful journey of their own for omnichannel, along with our view of what makes Cisco a leading vendor to partner with.
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