CCaaS: Why Effective Case Management is Critical to Delivering Top Customer Service

Simon Wright

How the smartest omni-channel enterprises are ensuring everything is in the right place at the right time

Strategy
CCaaS: Why Effective Case Management is Critical to Delivering Top Customer Service

Delivering high quality customer service via the contact center calls for collaboration.

Here are complex issues that require multiple stakeholders, steps and agents to resolve.

Some might say organised chaos.

Ironically – post-pandemic – the world has become much more adept at long-distance relationships: the tools we turned to in a panic when the virus struck now a ubiquitous part of our daily lives.

We now engage with each other effectively via video conference; and doing it all from wherever and whenever also fails to phase us.

As a result, effective contact center collaboration is enhancing the experience for both agent and customer.

Now, that same collaborative functionality is being applied to case management tools.

Customers, whether calling about a car accident, a change in travel dates, or a defective product, expect help immediately, and enterprises must meet those challenges in the modern always-on era.

Amazon – known for its retail selection and speed – has stepped up that challenge; first with the Amazon Connect contact center and, as of June, with the add-on feature for case management for both small and enterprise customers alike.

Clever software enables the automatic tracking of progress of customer issues and enables all those concerned with solving them to remain constantly on the same page.

The system captures relevant information and then surfaces this information to agents. As a result, agents can provide customers with the relevant update quickly.

It solves the problem of needing to integrate separate contact center and case management products, with agents able to automatically track the progress of customers’ issues and collaborate using tasks and comments.

As a result, customers can get the latest status on their case with a quick phone call or chat (which can be an automated bot experience).

Administrators no longer have to manage multiple vendors, and developers can focus on adding fancier capabilities such as business rules, rather than doing maintenance and integration work.

All of that can help deliver the kind of frictionless service capable of over-delivering on customer expectations and driving stellar levels of satisfaction and loyalty.

“This is the digital age and customers often consider ‘digital’ to mean ‘immediate’ – if they have an issue or a question, they expect instant resolution,” says Clyde Logue, Head of Product, AWS’ omni-channel cloud contact center Amazon Connect.

“It’s really important that agents have the right information in just a few seconds or less. This is how enterprises will deliver the best service and, by extension, retain their customers.”

One compelling use case makes the point well.

Prior to deploying effective case management, a growing US law firm was relying on an outdated product where agents would need to find information in multiple places.

“A typical law suit has 12 or so different steps,” says Edgar Alza, AWS Senior Product Manager.

“Whenever a client called for an update on their case, an agent would have to go off-line to find the latest information relating to step five or step seven or step whatever. It was often buried in disparate places like case note files or spreadsheets or emails, so it took ages and both agent and client were frustrated and unhappy. Now, using case management tools, all of the relevant information is in one place and an update can be provided in just a few seconds.”

Amazon has designed a product that can be used by customers across various industries; retail, travel, insurance, to name but a few.

They have also given control to those customers who are able to configure case templates to record the right information for each type of issue in their contact center.

They can also set logic on when a case is created or updated and the customer can reach into other systems to populate case data.

It seems joined-up cases collaboration really is the latest trick not to miss when it comes to delivering the best possible service.

To learn more about how to better-serve your customers from your contact center, click here.

 


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