A company’ success depends on its speed of response, its ability to use relevant customer information at the right time, and the speed at which interaction channels are integrated throughout the entire organization. A high performance company tends to become one large Interaction centre.
Interaction managers are aware that there is no way around the new compelling changes of customer interaction. Interaction managers must convince their corporate leadership of the value of their interaction strategy, and control the value and profitability it delivers.
Whatever the interaction channel, trust is the critical driver of customers’ decision to buy. The first fundamental success factor for an interaction strategy is its ability to guarantee a customer quick response times and service levels across all interaction channels.
The immediate availability of relevant information about the customer and former interactions is crucial. The ‘I am known’ effect has an immediate productive result on the interaction. The second major success factor in an interaction strategy is the integration of the interaction channels with the company’s databases and information systems.
A customer initiates a question through a chat-session, calls one hour later to provide additional information, and the day after sends a follow-up email. The customer is expecting his/her contact attempts to be handled uniformly, regardless of the interaction channel.
Nixxis has developed the “Nixxis Interaction Engine”, a Customer Interaction Hub allowing access to consistent, real time and historical information throughout all the communication channels.