The term Customer Experience (CX) has become commonplace at a time when every organization knows the only way to get ahead of the competition is to delight its customers.
For most companies, the “call center” has evolved as digital transformation alters how organizations and clients connect. The term “call center” no longer applies in a space where consumers increasingly use various communication methods to reach companies, from messaging and video to SMS. The terminology changes in the landscape have understandably created confusion, with some terms often being used interchangeably.
For instance, many business leaders still assume a “CX platform” is the same as a “contact center,” particularly as CCaaS (Contact Center as a Service) platforms become increasingly advanced. However, there are some significant differences between contact centers and CX platforms tech buyers need to consider when investing in their customer service strategy.
What Is a Contact Center?
The contact center as we know it today is a comprehensive platform with much more than just an environment where team members can monitor and manage calls. Today’s contact center solutions come in various formats, from on-premises technology kits to cloud-based services.
The modern contact center, in most cases, is a comprehensive solution designed to empower employees to manage conversations across many channels. They include access to telephony services but also support communication across text, social media, live chat, and chatbots.
While the exact functionality of a contact center platform can differ depending on the vendor, the primary purpose of this tool is to enable communication. Contact center solutions have routing capabilities, IVR systems, and often in-built tools for recording and monitoring discussions. They align multiple contact methods into a single interface so that team members can deliver a consistent level of service across all channels.
What Is a CX Platform?
So, if a contact center is a solution designed to support communication across various channels, what is a CX platform? Like CCaaS and contact center solutions, CX platforms can differ in functionality, depending on the vendor the company chooses to work with.
Its focus is the primary difference between a contact center and a CX platform. While a contact center enables and supports communication across multiple channels, a CX platform unifies all the tools a company needs to enhance the customer experience. Though a CX platform often includes access to contact center tools, it provides organizations with various solutions for mapping the customer journey, generating insights, and unifying teams.