Getting Content Management Right in the Contact Center: What’s the Big Deal?

Most of us have experienced the anxiety, excitement, fear, hopefulness and general breath holding when buying a new house. Well, not just a new house, but THE house. The one that scores highest on the detailed feature matrix you created with that algorithm assigning weights to prioritize relative importance. The one that prompted your spouse to say, “This is it! I can feel it!” The one where you’ll raise your kid. Or your dog. Or both. It’s been months of online research, driving around neighborhoods, and vigorously debating the pros and cons of numerous options. You’ve pre-qualified for a loan, and now you’re waiting to hear the status of your loan application. But no one proactively communicates with you. When you initiate a communication, the customer service rep at your mortgage company can’t help you: he can’t access your loan documents. What?

Why, you wonder to yourself, would someone in “customer service” at the mortgage company that is processing your loan not be able to look at your loan documentation? Surely, a supervisor could help! No, no one would be able to look at your documents now. But, if you call them back tomorrow, someone might be able to help.

What kind of parallel universe is this? We’ve put incredible computing power into devices the size of a child’s hand. We’ve created sophisticated platforms that systematize the handling of millions of communications interactions. Surely, we have technology available that gives a customer service rep access to the content they need to help a customer with a simple question when they call…don’t we?

It is always easy to criticize IT systems first, then processes and lack of training. As a contact center manager, one of the most eye opening experiences you can have is when you sit down with an agent for a day and watch the processes the person follows. Managers are often taken aback by the length of these processes, complex systems and resulting inefficiencies – and then there’s the misplaced documentation issue.

When designing your customer experience, did your organization think in these three simple terms?

  • Do we have content-centric processes?
  • Are we delivering an efficient service to the customer?
  • Are we communicating in the way the customer prefers to communicate?

Ensuring agents can get to the right content at the right time with the right context can make the difference between the good, the bad and the ugly of customer experiences. For more information about effectively bringing together content management with communications and process automation in your contact center, I suggest reading, “Optimizing Content-Centric Processes to Improve the Customer Experience“, a great whitepaper authored by Craig Robinson, director, BBW Consultants.

Have you taken a close look at the content-centric processes in your contact center lately? If not, you’ve just been issued a challenge.

Thanks for reading,