The contact center manager and the marketing manager – they do separate jobs in separate worlds, right?
One simply oversees transactional interactions with customers; the other delivers separate customer engagement strategies designed to drive revenue?
Well, that may have been the case in the past but, like many other aspects of organisations’ service and communication workflows, things are changing fast.
Today, those two crucial but historically-disconnected roles are conflating.
Thanks to innovative, ever-evolving capabilities and analytics, contact center managers are closer to the customer than ever before and are positioned to drive business outcomes through superior customer engagement and loyalty.
They know their customer behaviours and their preferences; they know how and when best to engage; and, most importantly of all, they have the right tools to both respond effectively when customers reach out to them and to proactively reach out to customers.
It’s the latest iteration of proactive outreach – and it is making our lives better by providing us with important information such as appointment reminders, subscription renewals, marketing promotions and deliveries.
“Smart functionality is blurring the lines between contact center and marketing in ways which are massively increasing the ability for organisations to drive customer satisfaction and brand loyalty,” says Ryan Braastad, Head of Product Marketing for Amazon Connect, AWS’ ominichannel cloud contact center.
Notifications and proactive messaging can be automatically delivered via strategically-selected channels in ways and at times that align directly with customer preferences and use cases; making their lives easier to lead.
From simple text reminders and advisory emails to more sophisticated outreach campaigns requiring escalation across mobile, web and phone calls, proactive outreach simultaneously delivers on multiple fronts: communicating with customers via their chosen channel; automating the process resulting in agent efficiencies; and ultimately optimising campaign costs.
“Reaching customers via the relevant channel, at the right time is so important when it comes to driving conversion, loyalty and regulation compliance,” says Anjan Mukherjee, Product Manager at AWS.