Sometimes, it is easy to confuse the technology with the personal or business need being solved. Technology can often make improvements to speed, mobility, availability, and cost, but it typically doesn’t change the underlying need. In determining better ways to meet a need, I often find it helpful to get back to the basics and make sure I am clear on what need a feature or product is really meeting. I started jotting down some other, simple examples:
|Hand-written Letter||Written communication|
|Encyclopedia Brittanica, World Book||wikipedia||General source for learning, research|
|Corner drugstore, water fountain||Facebook, MySpace, Twitter||Grapevine, social networking|
|Jambox, Sony Walkman||iPod||Portable music|
|Hand-entered price labels||Scanned UPC barcodes||Compiling a price for purchases|
|A note on the refrigerator||Text messaging (SMS)||A quick note or reminder|
|Payphone||Cell phone||Call when mobile|
So how does this apply to the contact center?
The migration from copper-wire, circuit-switched, traditional telephony in the contact center to the voice over IP contact center is well underway and has been for a few years. Yet the underlying needs of the contact center remain the same – efficiently provide service to and contact customers, partners, prospects, etc. The VoIP contact center provides a more efficient, cost effective technology to meet the same basic business needs.
Technology improvements should allow us to spend more time focusing on the underlying needs being met and less time on the actual technology itself.
Matt Taylor – Blogger old enough to remember using a "clicker" (the original TV remote control)