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Omnichannel Experiences
2 min read

Mastering conversation orchestration for enhanced customer experience.

Jeanine Desirée Lund
Content Marketing Specialist
Conversation orchestration in the contact centre

Contact centres are facing unprecedented challenges in the era of digital transformation. Customers expect fast, convenient, and personalised service across multiple channels, and enquiries are more complex and in bigger volumes than before.  

However, many contact centres struggle to meet these expectations as they face the challenges of integrating new technologies, managing multiple channels, and coordinating customer journeys. In fact, 66% of contact centre leaders rate their application integrations as average or below. This leads to siloed and inconsistent conversations, which frustrate customers and agents alike. 

At Puzzel, we believe the solution lies in orchestrating conversations. With conversation orchestration, your contact centre can deliver seamless and consistent conversations across different channels, meeting customers’ needs and expectations, and ensuring excellent customer experience.  

Conversation Orchestration: The solution to improved customer experience  

Conversation orchestration is the process of designing, managing, and optimising the interactions between your contact centre (most importantly, your agents) and your customers. It enables contact centres to deliver seamless and consistent conversations across different channels, such as chat, email, phone, and social media, and to leverage various data sources, services, and functionalities to provide relevant and personalised responses. It’s about breaking down silos and creating a unified, seamless system that empowers the agents and delights the customers.  

Now, let’s dive deeper into the benefits.   

Benefits of conversation orchestration for contact centres 

Conversation orchestration can help contact centres improve their customer service in several ways, such as: 

  • Increasing customer satisfaction and loyalty: By providing customers with a smooth and coherent conversation across different channels, contact centres can reduce customer frustration, increase customer trust, and enhance customer loyalty. Customers can also enjoy a more personalised service, as the system can tailor the responses based on the customer’s profile, preferences, and context. 
  • Reducing operational costs and increasing efficiency: By integrating different channels into one platform, contact centres can eliminate the need for multiple systems and tools, and reduce the complexity and maintenance costs. Contact centres can also automate repetitive and mundane tasks, such as collecting customer information, writing conversation summaries or having an AI-chatbot respond to customer enquiries, freeing up the agents for more complex and valuable enquiries. 
  • Improving agent performance and satisfaction: By providing agents with a unified view of the customer’s history, context, and intent across different channels, contact centres can empower agents to handle enquiries more effectively and efficiently. Agents can also access various data sources and services to provide more accurate and helpful responses and to perform tasks or generate content on the fly. This can improve the agent’s productivity, quality, and satisfaction. 

Now that we have explained the many benefits of conversation orchestration, let’s break it down to how your contact centre can achieve this. 

A simple guide to achieving conversation orchestration 

In the dynamic landscape of CX, contact centres need to embrace an omnichannel solution to stay ahead of the competition and ensure seamless customer journeys. Here’s a brief overview of how conversation orchestration can be done in four steps: 

  • Assess your communication landscape: Begin by conducting a comprehensive assessment of your current communication infrastructure, technology stack, and customer touchpoints. Identify existing pain points, bottlenecks, and areas for improvement. Formulate a clear strategy that aligns with your business goals, considering the diverse channels your customers use. 
  • Choose the right technologies and integrations: To achieve conversation orchestration, you need a reliable and flexible contact centre solution that can provide you with a robust and scalable platform that integrates all your channels, data sources, and services. You also need a partner who can offer you advanced features, such as AI-powered chatbots, natural language processing, and sentiment analysis, to enhance your conversation capabilities and outcomes. 
  • Design and implement your conversation flows: You need to consider the customer’s intent, context, and preferences and provide them with the most relevant and helpful responses and actions. You also need to ensure that the conversation flows are consistent and coherent across different channels and that they can handle different scenarios and exceptions. 
  • Monitor and optimise your conversation performance: Finally, you need to monitor and optimise your conversation performance, using various metrics and feedback mechanisms. You need to measure the effectiveness and efficiency of your conversations, such as customer satisfaction, resolution rate, average handling time, and agent productivity. You need to continuously test and refine your conversation flows and leverage data and insights to provide more personalised and engaging conversations. 

Conversation orchestration is the key to delivering excellent customer service in the era of digital transformation. It enables contact centres to provide seamless and consistent conversations across different channels and to leverage various data sources, services, and functionalities to provide relevant and personalised responses. It also helps contact centres to reduce operational costs, increase efficiency, and improve agent performance and satisfaction.  

Are you ready to orchestrate your conversations?

At Puzzel, we are ready to be your partner in achieving excellent conversations in 2024 and beyond. Book a free demo to understand how.  

Do you want to learn more about conversation orchestration?
Join our upcoming webinar on February 15!  

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