Brands are under pressure to differentiate through CX

Brands Are Under Pressure To Differentiate Through CX – That’s Why The Convergence Of Contact Centers, AI, Automation And CRM Matters – Tim Pickard, Marketing Director, Sabio Group

Traditionally, customer engagement technologies have been largely polarized – you’ve either been a CRM-led customer engagement operation with a largely siled contact center, dedicated service center type operation, or more customer-focused. contact center with basic links or advisors. left to source the data manually.

But today’s CX teams can no longer afford to stay isolated in their contact center, service desk, or CRM camps.

The pressure on brands to differentiate through their customer experience makes any CX technology decision made today even more important. That’s why it’s critical that organizations move quickly to align their technologies so they can deliver a unified end-to-end customer engagement experience.

How brands manage their customer data is also key. Technologies such as AI, machine learning, and natural language speech recognition are already established within the contact center and their data helps power cross-functional customer data platforms and digital experience platforms.

Implemented in the right way, AI and automation will provide new ways to free up CX resources and help brands make more informed decisions, transforming customer journeys into a source of deep insights that , ultimately provide a richer experience for customers.

The good news is that some of the key technologies already in use in the contact center world are increasingly being connected to other parts of the organization. CPaaS communication platforms and cloud-based contact center capabilities are increasingly overlapping, making it easier for CX teams to use APIs and programmable components to expand their customer engagement capabilities new generation. This makes it much easier to add a mix of channels and optimize customer journeys across multiple departments. It also opens access to the best AI capabilities.

As the lines between contact centers, CRM and AI and automation blur, brands have a great opportunity to create and deploy the kind of customer engagement “sweet spot” that can really help. to differentiate their customer experience.

Next generation CX technology – without barriers

With the opening of this next-gen CX technology, brands can now design their own best-practice CX capabilities, but this time without barriers. Some organizations may find they are better aligned with a CRM-driven approach to customer engagement, others may want their service center to drive contacts, while many will still prefer a contact center-led strategy.

Neither approach is right or wrong, but brands will need CCOs or CXOs in the driver’s seat to ensure that whatever solution is applied has a positive impact on their business results.

However, what can be challenging is identifying customer engagement technology specialists who can demonstrate innovation and capability in the disciplines of contact center, CRM, AI and automation and customer experience.

Tim Pickard, Marketing Director, Sabio Group

Sabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.

The group, which includes “makepositive”, provides solutions and services that seamlessly combine digital and human interactions to support exceptional customer experiences.

Using its own technology and that of world-class technology leaders such as Amazon Connect, Avaya, Genesys, Google Cloud, Salesforce, Twilio and Verint, Sabio helps organizations optimize their customer journeys by making better decisions about their multiple contact channels.

The Group works with major brands worldwide, including Aegon, AXA Assistance, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Saga, Sainsbury’s Argos, Telefónica and Transcom Worldwide.

For more information on the Sabio Group, see their company profile