Today technology is at the center of any discussion regarding competitive advantage, sustainability, and growth. As it specifically relates to the contact center space, the ability to deliver and communicate with customers using the latest channels has never been more important. And yet, despite the emphasis on offering the latest in customer communications, the vast majority of businesses are still basing their service delivery on old, inflexible, and costly premise-based solutions. Which begs the very obvious question, why?
For one, while there is no denying that smartphones and the age of social media are quickly transforming the communication landscape, the tried and tested concept of calling-in is still not dead. In fact, 73% of customers still prefer to speak to a representative, which is far greater than those choosing to use Twitter to communicate at 22% (Forrester). And this shouldn’t come as a surprise when you consider the generational breakdown of today’s customers, from Baby Boomers (79 Million), to Generation X (52 Million), to Generation Y (75 Million), to Generation Z (Still growing); with every one listing the phone as a primary means of contact except for the last. So, yes, premise-based solutions are surviving by virtue of those generations, but the trend is quickly moving towards email, social, media, and web, so keeping to the old way of things may not be the wisest of strategies. At the very least, it will not support any long-term competitive advantage your company may otherwise have.