Avaya’s Multichannel Solution Fosters Holistic Customer Service

by Matt Klassen on March 14, 2013

In this world of mobile technology and social media where everything is instant and connected, customer service is no longer about solving individual problems, but managing the entire gamut of experiences customers have when engaging one’s business.

In fact, as employees become more mobile and customers become more technologically savvy, being able to effectively manage these experiences as a way of establishing and deepening customer relationships has become paramount; often the difference between companies prepared to face this digital age and those struggling to play catch-up.

While this whole notion of Customer Experience Management (CEM) is relatively new in the business world, companies are increasingly finding that by connecting with customers along multiple channels like social networking, mobile apps, and Web presence, they can more effectively establish long-term relationships, and it is with that goal in mind that Avaya has unveiled the latest iteration of its CEM platform.

The overall goal of Avaya’s revamped platform, Laura Bassett, director of marketing for Avaya’s Customer Experience Management and Emerging Technologies unit explains, is to “foster holistic customer service,” a suite of communication solutions designed to help organizations manage the increasing number of people who utilize smartphones or social networks like Facebook to find product information or to find assistance, rather than interacting through traditional channels like a call centre.

“Consumers themselves have a lot more flexibility based on technology and what channel they want to use. There’s everything from mobile apps to video to social media, and, in most recent history, there’s SMS, email and Web chat,” Bassett said in a recent interview. “We’re helping our customers understand … how they can impact their customers’ experience across all these channels of communication.”

The platform itself comes with multiple layers of functionality, features that businesses can adopt or ignore as the situation so dictates. “We want to help users optimize and evolve by layering on these various technologies as they find the need to adopt them,” Bassett explains. “Our goal is to enable them to create a better customer experience without creating a major disturbance to their operations.”

Avaya unveiled four different solutions to assist in this multi-channel approach to customer service, the most notable being Avaya Aura Call Center Elite Multichannel, an updated version of Avaya’s flagship call centre solution that offers new options for customer interactions through Web chat, social media, and SMS, building on the already strong list of feature included in the traditional Aura Call Center Elite Solution.

The latest iteration of this CEM suite also includes Avaya’s new Automated Chat solution, a self-service tool allowing customers to ask questions on company websites; Avaya Speech Analytics, which mines customer interactions for relevant business intelligence; and finally Avaya Contact Flow Analytics, a diagnostic tool for companies looking to streamline their call centre process.

As Basset explains, in the digital economy, “everyone at a company is an agent for the consumer, no matter where they are. That has made the contact center a revenue function rather than a cost center.”

In that spirit, these latest CEM advancements come as part of a larger push from Avaya to embrace a holistic multi-channel approach to business communication, where customers can effectively connect to a given business anywhere, anytime, from any platform, and have the same functionality and positive interaction.

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Written by: Matt Klassen. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

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