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Ask a Contact Center Tech Expert: Customer Engagement & CX (Part 2)

Contact centers are on the front-line of customer communications, and therefore, they often define the customer experience. With more and more competition and choices for today’s consumers, keeping customers satisfied and happy is more important than ever. As stated in an article from CustomerThink, “Customer call centers are out and customer engagement centers are in.”

Noble Systems is a trusted technology partner to thousands of contact centers, and our solutions power millions of customer contacts each day. And one of the issues we’re hearing a lot about from our customers is how they can create a better customer experience (CX).

Our first Q&A in this blog series focused on an introduction to call centers. In Part 2, we’re taking a look at the next step. Now that you have your call center, how do you focus on engaging our customers and managing the Customer Journey?

What makes a Customer Engagement Center different from a Contact Center?

A Customer Engagement Center (CEC) is an even more amped-up version of a Contact Center. Consider this from well-known consulting firm Gartner: “The CRM customer engagement center market includes software applications used to provide customer service and support by engaging intelligently — both proactively and reactively — with customers by answering questions, solving problems and giving advice.”

On a more basic level, the CEC has evolved from the digital age, where customers may come to a company across a range of those voice and non-voice channels and platforms. Depending on where they are, how busy they are, and what their question is, they may use different forms for different contacts. But whichever channel they use, they expect that the company will have all of their information from all of their contacts in one place. (The intersection of these diverse channels into a consolidated flow is often to as the omnichannel.)

Thus, the systems used by a Customer Engagement Center can track and gather information across multiple channels. They also support better strategies for building long-term relationships with customers. This total experience is often known as the ‘customer journey’.

What’s the relationship between Customer Experience and Customer Engagement?

Today’s customer is King. Customer Experience is key to exceeding your customers’ expectations. A totally satisfied customer contributes 2.6 times as much revenue as a somewhat satisfied customer, and 14 times as much revenue as a somewhat dissatisfied customer.

The Customer Experience (CX) is found in each of the individual interactions that a customer has with a company. This includes calls, emails, web chats, messaging, products, services, etc. Each interaction feeds into the overall Customer Journey.

Customer Engagement refers to the customer’s ongoing relationship with a company. It is based on the relevant, personalized experiences delivered to the customer and on how well the company anticipates the customer’s needs. The level of customer engagement reflects on the customer’s willingness to view messaging, and how likely they are to respond to new offers – thus impacting the customer’s lifetime value.

How do we get from Engagement and the CX to the Customer Journey?

The Customer Journey is the combination of the customer’s individual touchpoints with a company, across all channels. When a customer calls a company for assistance, it is important that the system has access to all of the customer’s history. All of the experiences a customer has with a company throughout the relationship lifecycle contribute to the customer journey.

Managing the customer journey to create a seamless experience every time a customer interacts with your company is crucial to the customer experience. When the customer is recognized and doesn’t have to repeat information they have provided in the past, they feel more valued, which helps increase satisfaction and loyalty, and results in improved Customer Engagement.


Want to Read More?

Part 1: An Intro to Call Centers
Part 3: Artificial Intelligence (AI) and Automation in Contact Centers


Talk to one of our experts to learn more or get a free Business AssessmentContact Us.