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Contact Center Operations – “From call center to multi-media customer interaction hub’”

The core objectives of today's contact center differ very little from the call center of 20 years ago – that is, to effectively and efficiently respond to customers contacting the organization.  However, the technology that has become available during that time period has provided the opportunity to move from call center to a virtualized multi-channel and multi-media environment that has most recently become social-media community enabled.

Initiatives to support this move include:

However, in many cases these initiatives have not been planned and executed in a consistent and coordinated way.  In addition, the contact center today has found itself under considerable pressure to reduce costs and in many cases stand alone as a profit center by increasing sales revenue considerably.  This has led to additional initiatives such as:

Given this plethora of initiatives, as well as the changing priorities within the contact centers’ agenda, it is perhaps not surprising that the hoped for efficiencies, revenue increase and customer experience have not been achieved in many contact center environments. 

The reality is that it is possible to execute on the vision of a multi-media enabled contact center (or more aptly “interaction hub”, since the interactions are often managed across multiple geographic locations in a virtualized manner).  It is also possible to do this while reducing operating costs, driving improved revenue and improving the customer experience. 

The key in moving to an effective operation in a multi-channel and social-media driven world is to ensure that there is a clear and defined strategy for the contact center/interaction hub, which incorporates a business and technology roadmap.  This roadmap should be developed to deliver initiatives that drive value in line with overall business objectives.  It is critical that initiatives are not just simply “bolted-on” to the current environment without a clear end game, objectives and targets.  This is especially true in moving to a social-media-enabled environment where the development and fostering of “community” has to dovetail carefully with other customer interactions.

contact center agents


How we can help improve your contact center operations

ThoughtBurst can help you meet your business objectives in the contact center area.  We can help you:


Our contact center operations services


Method and tool support

Our C-SOAR™ method provides significant support for our contact center services.  The strategy & assessment (S&A) component of the method enables assessments and strategy engagements in this area.  The A3D component of the method supports the full-lifecycle of engagements from analysis through to deployment.

The C-SOAR™ method is backed by our RCM Model, which provides significant support for interaction handling across the inbound and outbound voice channels as well as chat, email and multi-channel.

The C-SOAR™ tool supports the method and enables our consultants to capture engagement specific information consistently and effectively.