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In 2021, the consequences, still latent of the pandemic, are raising the contact center sector to its highest point, putting it to the test, but above all, demonstrating the importance and great work carried out. For this reason, this year, the contact center has to be prepared for everything to come and offer the best customer service and experience.
To do this, it is advisable to take a look at the most important marketing trends, and apply them correctly in your contact center:
1. Omnichannel and automation are a MUST
It is not news that customers increasingly request communication through different channels, depending on their preferences or contact possibilities. This trend, already emerging in previous years, has accelerated since the pandemic.
And since we will continue to have to optimize customer journeys, omnichannel will rely on AI and machine learning, thus offering the most appropriate channel for each user, through a personalized and adapted message. Now, more than ever, it is essential to take care of each contact with the client.
As an advantage of the use of these technologies, the collection of customer data provides a fundamental value to know what each user does, as well as to act more quickly. That is why it is essential to have a good CRM platform, as well as an IT team to help with the collection, analysis and extension of the results.
2. WhatsApp speeds up the pace: customer service and purchases
During the months of crisis, one of the most used communication channels for customer service has been WhatsApp. In addition to providing a fast service, the application has developed great novelties, such as QR codes to add contacts, messages that self-destruct or dark mode.
However, there are many new additions that have not arrived in time in 2020, and will see the light in 2021. The news that will come from this great communication channel will be in line with enabling the application as a customer service channel, WhatsApp Business , and as a connection between companies and users, to generate monetization or enable the purchase channel via WhatsApp. These two additions could be key for companies and customer service from their contact center
3. Conversational marketing (including voice assistants)
If there is something that stands out in customer trends, it is the request for fast, real-time and personalized attention. That is why conversational marketing will continue to be one of the main protagonists, since it provides such attention to large numbers of users, thanks to the use of artificial intelligence, to provide an automated response to users. However, this function should not eliminate the possibility of contact with an agent, if the chatbot has not found the solution to the problem.
4. Brand values as a flag
Brand values are becoming more and more relevant in a more conscious and critical society. Brands with a clear and real purpose and mission connect better with their target audience and obtain a very powerful differential value compared to other similar brands. This implies that all workers and partners of the company must be very clear about these values and apply them in a transversal way. Even, when necessary, position itself before critical and controversial movements that are linked to the values that that company defends.
It is useless for the company to make an apology for values that are then neither defended nor taken into account. For this reason, communication from the contact center must be in line with the brand’s values, providing a coherent message and, although adapted to the different channels, with common purposes. In this way, a more satisfactory customer experience will be achieved, and consequently, brand loyalty.
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