Ask most businesses what their main priorities are for running a contact centre, and their answers will typically revolve around efficiency and maintaining service levels. As the main front of house operation for many businesses, keeping call traffic flowing, availability high and response times low will always be a key focus in the contact centre.
After all, ask customers how they judge good service, waiting times and efficiency are always high on the list.
But in recent time, more and more businesses have started to take a look at their contact centre and asked themselves whether it can be developed from a functional service funnel into a key strategic asset. As service has become an increasingly critical point of difference in competitive markets, the ambition has moved from not just upholding an acceptable level of performance, but adding value by driving service improvements.
In short, businesses have started to take the view that there is a direct correlation between the service you offer through your contact centre and the bottom line. Happy customers mean returning customers. The more business your retain through high service levels, the happier the business is all round.
According to BroadSoft, delivering the kind of service in the contact centre that keeps customers coming back depends on three things - effective management of agent performance, analytics and effective, efficient collaboration between front-line agents and backroom staff.
There is no mystery to this. Having higher skilled agents with direct access to the answers customers want increases the number of queries which can be resolved successfully first time. Sophisticated analytics helps to assess customer needs quickly, helping agents to source answers or refer contact quickly, and to the right place first time.
These are the main reasons why BroadSoft has built predictive analytics and intelligent routing into its CC-One contact centre solution. Harnessing the power of Big Data software, CC-One is designed specifically with customer satisfaction rates in mind, providing a direct link between the contact centre and the bottom line.
In this review, we will assess exactly what CC-One has to offer and how it delivers on its promise to raise the bar on service levels. Please remember, the views contained in this review are those of the author only. UC Today is completely independent and does not endorse or promote and particular brands or products.
What Can It Do?
BroadSoft CC-One is a native cloud omni-channel contact centre solution available in three editions:
- Express - a voice-only solution for SMBs
- Business - a complete omni-channel solution for operations of all shapes and sizes
- Salesforce - runs CC-One as an embedded app within Salesforce sales and service clouds, with full integration of CRM data to create a more personalised, responsive customer service experience
- Hybrid Cloud - an agnostic solution to sit on top of existing on-premises systems, regardless of vendor
As an omni-channel solution, CC-One caters for customer interactions via voice, web, email and social media, combining all into a single centralised platform. However customers choose to contact a business, traffic is controlled and routed in a single traffic stream, so there is no penalty for response times for, say, making a phone call compared to web chat.
Outcomes from every point of contact through every channel are also centrally stored and integrated. This ensures accurate, up to date contextual data is always available to agents, informing them of contact history so they can pick up the thread of queries quickly and respond to customer needs individually.
BroadSoft bills CC-One as an analytics-driven contact centre solution, and the CC-One Analyzer app is central to that claim. Analyzer takes data from a multitude of points in the contact centre - all contact channels, ACD, IVR, integrated CRM platforms - and applies Big Data analytics techniques to achieve a number of outcomes:
As the whole BroadSoft environment runs in the Cloud, it doesn’t matter where that person is based - the agent can see their availability and get in touch with a single click. They might want to refer the whole call, start a conference or send an IM mid-conversation with the customer. In response, the back office team can use the collaboration tools to share a document, or even provide a demonstration by sharing their own screen.