The problem with most call centers is the word “call”. These types of communication depots are still in the stone ages when it comes to the myriad ways today’s digital consumers are interacting with businesses. If your business’s call center is still interacting in such limited ways, realize that you’re probably leaving money on the Internet.

The methods your customers are using to shop and interact are exactly where businesses should be interacting. Since many contact centers rely solely on telephony, many contact centers are missing the opportunity to meet and greet their customers on the other channels where participation is thriving. The modern contact center’s major differentiator is that it looks beyond voice to other relevant modalities such as video, IM, and social media to interact with customers.

Knowing where to find your customer is the first element. Social media has grown to an extent that it has changed the telecommunications landscape. Mobile services, mobile computing, and a slump in the usage of the desktop computers are steering call centers to new omni-channel capabilities. Modern call centers have evolved beyond traditional inbound voice calls to include email interactions, inbound web chat, company-initiated outbound communications, and social media.

Although adding new capabilities may seem intimidating at first, a methodical approach to adding the right services is of the essence to the mission of modernizing your contact center. You can reference our modern contact center solution guide for added insights. Essential upgrades are key to the contact center’s ability to stay relevant, define and differentiate your brand, and potentially become a profit center for the business.

If providing additional channels of access for your customers such as web chat, social media, video, etc., is the first step, then optimized routing of all interactions is the next. In part two, we’ll discuss what technology can be added to make your agent’s portal more intuitive and responsive so that customers become loyal to your brand and spread their positive experiences to their colleagues.