GoResponse Telephone Answering Service Staff

Avoid consumer journey disruption by tackling Google changes

Call Centre 2Businesses around the world have spent a lot of money diversifying their contact channels and providing customers with online self-service tools. However, Google is now offering more information than ever in its search results, potentially disrupting the consumer journey and resulting in more voice traffic to call centres. Meanwhile, with more people using click-to-call channels via their smartphones, agents are left answering phones without knowing who a consumer is or having any immediate access to the person’s history. Here are three steps that can be taken to tackle this issue.

First, the most important step is to ensure that telephone answering services customer, marketing and digital teams work more closely together than ever. Digital activity must be integrated with everyday call centre operations so that customers are not left stranded between departments.

It is increasingly important to develop awareness of click-to-video and click-to-call interactions. WebRTC is allowing companies to embed service options into all web pages, providing organisations with real-time data that can help optimise consumer journeys. This means there are options to integrate services even on click-to-call pages.

Finally, it will become increasingly important for call centres to reach out to platforms such as Twitter, Facebook and Google for collaborative projects. If social networks can help cut customer effort and reduce consumer journeys, it can be beneficial for everyone involved. However, with search engines currently pushing up voice calls and inadvertently circumnavigating self-service features, more must be done to communicate and develop new processes and interactions.

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