Dale Holub

Transform Into a Modern Contact Center: The 7 Best Practices for Callback

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If your contact center is upgrading to a stronger customer experience (CX), you need to rely on applications that offer immediate benefits at the start of the journey and continue adding value as strategy evolves. While callback provides an instant CX improvement by giving callers a way to avoid the queue, it also enhances the performance of additional technologies you might incorporate in the future, including omni-channel service, intelligent routing and artificial intelligence (AI).

Here are 7 ways to use callback on its own or in combination with modern applications for a state-of-the-art center:

Omni-channel Service

Omni-channel means that customers can easily move from one channel to another during a transaction. And it’s very common for people to jump from self-service to the contact center. In fact, a 2017 inContact study found that 67% of self-service users want to work with an agent, especially if the call is urgent or sensitive.

Callback provides the bridge between online and phone interactions, making it easy for people to get help when self-service isn’t working. For example, web and mobile channels can include a callback widget to let online users connect with an agent quickly. Or if people abandon a sale or reservation process, you can pop a callback offer to help them recover, increasing web conversion rates and building customer loyalty.

Anytime Support

Modern consumers are never out of contact with friends and family, and they expect the same from businesses. With callback, customers who’ve taken the time to phone in after-hours don’t get turned away; they get a personal appointment for a return call. Contact centers can even set-up callbacks toward the end of the workday so agents aren’t kept late.

Immediate Gratification

Today, people don’t like to wait for anything, whether it’s dinner, entertainment, or online purchases. So they’ll expect immediate gratification any time they contact you. In a 2017 study by Arise, two thirds of customers surveyed said they’d hang up after waiting for just two minutes.

However, people don’t mind waiting if they’re occupied during that time. Callbacks give them the satisfaction of getting a firm appointment, and in the meantime, they can get off the phone and do something more interesting.  When the callback comes, they have the satisfaction of a personal connection which makes them feel important and valued.

Expertise-Based Routing

Modern businesses rely on self-service for routine tasks, which means agents spend more time on complex, unique issues. As a result, many representatives will specialize, training for deeper but narrower knowledge.

Using natural language processing (NLP), dynamic IVRs, or online channels to capture caller intent, companies will send consumers directly to the most qualified people for a better first call resolution. But the experts may not be free to talk when needed. Callbacks ensure the customer speaks to the right person while managing the subject matter expert’s workload.

In the same way, callbacks give customers the opportunity to talk to an agent they’ve worked with before, especially for open issues. People develop a more personal relationship with your company by connecting with someone they already know.

Artificial Intelligence

Modern contact centers incorporate artificial intelligence (AI) to customize self-service for each user. For example, AI applications can determine callers’ emotional states by identifying keywords in spoken or written interactions. Whenever the system identifies frustration or confusion, it can offer a callback to diffuse the situation.

AI can also prioritize the callback based on task urgency. And analysis of past interactions helps agents take the most successful course of action when they make the call.

Joining the Cloud

Modern contact centers are moving more infrastructure to the cloud. Cloud applications are faster to deploy, easier to configure and more responsive to changes in demand. Platforms like VHT Callback let you quickly implement the technology without major changes to your existing systems.

Cloud-based callback is also easier to manage across channels, and you can scale capacity up or down with volume. Plus, you have access to updates and new features without having to install additional software.

Securing Customer Data

Companies have an obligation to protect customer data. And as businesses collect more information about users, the amount of data they have to manage grows accordingly. But customers need to know their details are secure.

Callback platforms typically retain only the phone number for a call and information about callers’ intent so companies can keep more sensitive customer information in secure storage. Companies can delete customer information from the callback platform quickly and easily. And cloud-based solutions are hosted on reliable web services data centers with encrypted database and secure transfer protocols.

It takes several months and even years to bring a contact center up to date, and you want to see improved revenue and fewer costs at each step. Because callbacks help you meet customer needs in so many different situations, it will prove one of your most valuable technologies for jumping from market-lagging to market-leading.