It’s Time to Close the Gap

Jan 9, 2023 4:42:18 PM

Contact Center Technology Needs to Start Meeting Customer Needs ... Now

Customer service affects everyone, regardless of whether you work in or operate a contact center. We all buy things and, at times, we all reach out to brands for help. Edify was created because, frankly, we are customers too and we're all pretty fed up with sub-par service.

If you manage or work in a contact center, I know you want lower handle times. And your customers want faster answers. You want first contact resolution, and your customers want quality. So if we’re all clear and aligned on the needs of the contact center and the customer, where is the disconnect? The answer: technology. The technology supporting and driving the contact center is likely outdated. The majority of contact centers are using legacy systems comprised of disparate components trying to address the needs of modern customers. But this piecemeal approach isn’t working anymore. (That’s assuming it ever really worked well in the first place.) Contact center employees and customers deserve a truly omnichannel experience. 

Omnichannel isn’t a term we use every day, but we experience omnichannel communications every day. Consider your cell phone, for example. That’s an omnichannel device! We use it to send text, videos, and audio from one device, in one conversation. We expect to seamlessly and easily go from a voice call to a video call with a push of a button, too. But we don’t associate the term “omnichannel” with our cell phones because we don’t need to. It’s simply the standard. And what it gives us as users is exactly what we all expect. 

Why is CX So Far Behind?

Contact center technology vendors have been stuck - and they’ve been let off the hook too easily. Since the technology contact centers are using is so outdated, agents are put at a major disadvantage from the get-go. They’re not getting the support they need to do their jobs to the best of their abilities… therefore, they get stuck dealing with frustrated customers. As a result, most customer experiences don’t come close to what agents and customers both deserve. 

That’s where Edify comes in - welcoming the challenge and the responsibility to give customers and agents what they deserve. It’s long overdue. Customers shouldn’t be forced to settle for less than they do in their personal lives. 

How Do We Close the Gap? 

We’ve made it really easy to get your head around fixing this prevalent issue. Start by thinking through these:

Ask Customers What They Want
  1. What channels do they use most?
  2. What does their behavior & loyalty tell you?
  3. What do you need to do in order to keep them?

Be Honest About Today and the Future
  1. Where are you today?
  2. What does the ideal future of your CX (and EX) look like?
  3. How far away are you from achieving your ideal?

Collaborate with Experts
  1. Seek outside experts for added perspective. 
  2. What technology changes do you need to make?
  3. Who/what new skills do you need on your team?


If I've learned one thing since joining the contact center space, it's this: technology should work for you. Not the opposite. If you don't have a true omnichannel experience that offers access to all channels within a single interface and gives customers the ability to transition between channels within the same interaction, they’ll find another brand that can deliver an effortless experience. (As a customer, I certainly will!)

So there’s really just one option, isn’t there? Ensure the technology powering your contact center is ready to provide the level of omnichannel connectivity that today’s consumers WANT and that your contact center employees NEED. Without it, you’re risking your brand’s reputation and hurting your bottom line. You’re not setting your agents up for success. We must close the gap between the communication capabilities we have access to in our personal lives and the ones we use as customers -- fast.

If the ABCs above aren’t enough, drop us a note. We’re more than happy to discuss your specific business needs and even let you try out a true omnichannel, cloud-native platform at no cost. So, what are you waiting for?


Written by Edify

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