The solution for the “Omni-Channel Customer Service (OCS)” is based on a configurable framework for developing call centre applications so that:
By virtue of its replicability, the OCS solution makes it possible to meet the emerging demands of Digital Transformation in an Omni-Channel context, thanks to an extremely quick TTM (3 months).
The solution is driven by the need to meet the following objectives:
strategy for achieving these goals involves:
The solution for the “Omni-Channel Customer Service (OCS)” is based on a configurable framework for developing call centre applications, which facilitates:
The technological platform consists of:
The voice channels (call, callback, web callback) and webchat are provided through CTI’s PureCloud platform, while e-mail and social channels are provided via the Microsoft Dynamics 365 product, with the addition of Microsoft Social Engagement for the social media component.
The Unified Services Desk customer component provided by Dynamics 365 was introduced to improve the CSR system's performance and the interoperability between the different software products. This component allows the user to rely on a single work tool which displays the CRM interfaces and within which the media bar component for picking-up interactions from the CTI platform and from external applications (e.g. WCS e-commerce, SAP) can be embedded in specific forms or controls. The external applications can be integrated in “mashup” mode with the advantage of maintaining, where possible, the context data (i.e. the customer, the order, etc.), thus providing the agent with direct access to the data of interest, on the other platform.
The ChatBot is made available for integration with the chat channels in LiveChat scenarios. The flexibility characterising the system integration makes it possible to manage:
The logical architecture of the tools made available to the CSR system is illustrated in the following figure:
The architecture is based on the concept of global routing, in which, regardless of the input channel listener handled by the Customer Centre, the routing process (skill-based) makes it possible to choose the right agent according to the configured routing rules, while the agents are seen as a single pool of resources.
The figure below illustrates all the components involved in the global routing process.
The Microsoft Social Engagement component allows users to:
The Voice of the Customer component allows users to:
The solution development roadmap provides for:
The adoption of the OCS solution makes it possible to:
In conclusion, it can be affirmed that the omni-channel experience is a reality with which many organisations will increasingly be confronted in the coming years, driven by continuous technological progress. The omni-channel context represents an opportunity, but also a complex challenge. The changes taking place are radical and imply, first and foremost, the adoption of a mentality (or of a real culture) aimed at ensuring a seamless and consistent experience for the customer, overcoming the barriers between the physical world and the digital world on a permanent basis.
In view of its replicability, the OCS solution described here allows customers to meet the emerging demands of Digital Transformation in an Omni-channel context, thanks to an extremely quick TTM (3 months), significantly improving customer loyalty, customer experience and the company’s image.