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Thursday, June 2, 2011

Avaya Aura Contact Center: Discovering a New Course for Customer Care

"As a dreamer of dreams and a travelin man
I have chalked up many a mile
read dozens of books about heroes and crooks
and I learned much from both of their styles,"

- Son of a Son of a Sailor by Jimmy Buffett

Avaya is redefining the tools used to navigate resources in the ongoing exploration of customer care with the Avaya Aura Contact Center. Avaya Aura Contact Center creates a completely new model for the matching of customers and their problems to the solutions within your organizations.

Before Avaya Aura Contact Center the maps of organizations were marked with isolated islands of resources. Customers navigated themselves across the seas between these islands in search of the buried treasure of answers to their problems. Often they sailed from port to port without sufficient navigational aids.

All too often important information, as if a valuable nautical chart blown overboard, was lost. Customers might be incessantly asked to repeat critical information leaving them feeling seasick.

The novel concepts of resource matching of Avaya Aura Contact Center changes this. Instead of the customer being required to navigate often rocky shoals, Avaya Aura Contact Center anchors the customer and their context. Resources necessary to solve the customer's problems, such as a customer service agent, are invited to join a collaborative conference. Like a ship alee of stormy winds, the customer and those who interact to solve their problem are immersed in a context rich environment. Critical data is not lost and no longer is the customer tossed by angry waves from resource to resource. Avaya Aura Contact Center brings the resources to the customer.

This subtle but significant change has enormous impacts.

Most importantly, the customer's context becomes persistent. Everything that the customer has done during the interaction, every resource that she has touched before seeking the assistance of a human being remains available to everyone who joins the conversation who has the right to see the information. Permissions and polices grant control over who sees what, sensitive information is protected, yet information appropriate to satisfying the customer is readily available to all who need it.

No longer is the customer required to do the work as if some ancient galley slave chained to an oar. Instead, the organization mobilizes around the requirements of the customer.

The organization benefits tremendously as well. No longer is customer context scattered throughout the organization like flotsam and jetsam. Expensive resources like recording can be centralized and contiguous customer records compiled without extensive data mining.

In the way that the world of navigation once dominated by the ancient mariner concept of dead reckoning has been transformed by the Global Positioning System (GPS), the Avaya Aura Contact Center puts concepts like Automatic Call Distribution and the inefficient routing of callers around the organization on the distant horizon.

The effects of this new paradigm may take time to absorb. The value to organizations that adapt it will require new thinking about how work is arranged in information-rich organizations.

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