Budgetary constraints have caused too many government agencies to rely on legacy IT systems that are more than a decade old. Ten years ago, there was no texting, web chat, smartphone apps, social media, and very little e-mail.
Today, digital interactions account for over 35% of all interactions and, at the current rate, will overtake voice in two years. Brick and mortar stores and government agencies are giving way to a hyper-connected digital ecosystem. There is a need for an omnichannel capability to provide the best customer journey and experience possible.
Citizens have different levels of tech savviness and social aptitude. Some still interact socially only in person, most engage in some level of social media. But all share the same goal: a satisfying interaction with fast results. And they want the same from their government agencies:
A consistent experience across multiple touch points, both physical and digital.
Ability to perform simple tasks online or on the phone with a tier one agent, and for more complicated needs, a deep interaction with a knowledgeable expert.
Seamless transition from one touch point, such as a web site or kiosk, to other touch points, including voice calls, online chat, SMS text or video.
For government agencies, delivering high-quality interactions drives higher levels of engagement and ultimately leads to higher customer lifetime value. Customer experience management rests on success in three pillars: omnichannel experience, agency-wide engagement, and actionable insights. Done right, the three pillars can produce a customer experience that is proactive, adaptable and personalized, and easy.
Government IT managers should consider systems that cultivate the ultimate customer journey through a rich, multi-touch environment. Systems that turn a contact center into a strategic center, and support 12 key features:
360-degree look at customer context
Next-generation direct-to-agent routing, seamless interactions and handoffs
Innovative platform that easily delivers flexible customer experience environments
Integrated/coordinated multi-channel and multi touch so that a customer’s path before they made contact with the agency is visible
Advanced analytics that can turn information and data into insights (for example, identifying that an agent needs more training to prevent long hold times), that can build customized reports, and that help an agency evaluate needs for training, process changes, staffing increases, etc.
Interaction with other systems to put together info for a broader view
Compatibility with legacy systems to pull data from a variety of systems and integrations
Key word identification that alerts supervisors about frustrated customers, and lets them join conversations as needed.
A set of standards-based modules that can be linked to streamline processes
Easy to configure with pre-built snap-in code to provide broad multi-channel solutions
These 12 features will make your omnichannel choice a lot simpler and lead to many benefits. Happier IT managers, contact center employees, and citizens will spend more time doing, less time searching. More importantly, agency contact center managers will spend less time managing the technology and more time designing systems to move forward.
Going omnichannel means that government contact centers can now digitally transform the customer experience, providing the right solutions at the right moment for a smarter constituent journey.
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