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Teams in charge of customer relations often face two main challenges:
Contact flows from different channels are managed by increasingly versatile telecounselor teams. However, teams driving digital, marketing, and customer relations strategies don't always adopt this omnichannel approach: each department develops its own tools and follows its procedures. The new challenge, therefore, is to adapt the organization to a customer-centric strategy by finding the right tool. An Omnichannel Qualification Bot seems to be the appropriate tool to direct the customer to the solution and channel suited to their request. Analyzing the completed journeys thus guides companies towards establishing an optimized organization.
Companies are still very often organized in silos:
Each service makes its requests to IT, which is responsible for establishing a roadmap based on each one's perception of customer journeys. In these conditions, adopting a customer-centric organization represents a real challenge.
Teams lack a global vision: Solutions have been integrated by different services for distinct needs and challenges. As a result, the implemented system offers sometimes disjointed customer journeys, leading to complex management, especially when the company's phone number is too exposed on its website. The number of incoming calls then becomes too high. So, who should control the contact page? The digital team, corporate communication, or the customer relationship team? Logically, the different teams should consult and agree for optimal management. Unfortunately, this is too often not the case!
The best way is still to work together on a common "Accessibility" project. The Omnichannel Bot, at the intersection of telephony, digital, communication, and marketing departments, meets this priority objective by engaging all teams in joint reflection. It essentially serves as a unique portal to welcome customers and direct them to the right resolution channel, feeding each team according to its expertise. Thus, the vision shifts from fragmented to a 360-degree view of journeys. Teams can now structure themselves not by channel, but by stage in the customer's lifecycle.
The Omnichannel Bot thus allows autonomously evaluating contact volumes by intention and the effectiveness of each solution. This enhanced reading facilitates informed decision-making to evolve scenarios in test-and-learn mode and adapt the organization to more effective journeys. For example, one could imagine creating priority lines for high-value calls to be handled by commercial marketing. The CRC would then take care of managing routine management calls (lost passwords, invoice consultation, etc.).
Many companies have tried in vain to gain agility by evolving their organization:
The Omnichannel Bot is indeed a lever to accelerate the organizational change in the company, and it must be operated methodically.
... But for what purpose?
Adopting this mode of operation for the company means taking a step forward. Beyond a technical solution, it's the entire project methodology that is reviewed to enable employees to easily adhere to a customer-centric vision and calmly apprehend the impacts of change, thus necessary to meet their priority objectives.
