What role will messaging play in the contact centre of the future?

We were interested to see what role the public thought messaging would play in the contact centre of the future. So last week, we conducted some research asking for people’s opinion on the topic. We were pleased to find lots of people keen to share their thoughts on the subject, with well over 50 respondents. We were also pleased to see our own opinion on the topic aligned with that of the public with 100% of respondents agreeing that messaging will play an important role in the contact centre of the future. Generally speaking, of course as we know that one size does not always fit all. It’s true that consumers are more connected than ever before, and many use messaging as their primary form of communication to engage with friends, family and even colleagues. But there will still be a small percentage of verticals that target and cater for the digitally excluded where voice will always be king.

Let’s delve a little deeper into the research…

According to one opinion, AI (artificial intelligence) and chatbots will play an important role in the modern organisation and contact centre strategy, with or without messaging services like WhatsApp and Messenger. However, the respondent suggests that to be most effective you should look for practical examples per customer where the different characteristics of messaging best fit the digital support strategy of the customer. Then test, learn and iterate these new ideas together with your customer and retrieve feedback from their customers.

We see a lot of synergy between this comment and the direction we’re heading in with Buzzeasy technology, Product Owner Jimmy Le explains:

The respondent makes a very important point in this statement where he/she identifies that there are different characteristics of messaging. There’s ‘traditional’ text messaging via SMS, there’s Messenger and WhatsApp or Web Chat (either two-way or to an AI-powered bot). And with each of these different types of messaging, there’s different services, opportunities and approaches that the contact centre can choose to take – all with their own unique value proposition. To give an example, you have outbound SMS campaign services, a low-cost way to connect with more customers quickly. For instance, with information on the status of an order or fault – it reduces the need for customers to speak to an agent (assuming text messages are designed well) thereby reducing agent time on calls.

Going back to the statement of the respondent and the relevance of Buzzeasy technology. The two interlink in the belief that the characteristics of the messaging channel should fit the contact centre’s digital support strategy. And as for the statement ‘test, learn and iterate’ that’s what forms the foundation of Buzzeasy’s philosophy, so yes, there’s a lot of synergies. Buzzeasy is a customer engagement orchestration platform, recently acknowledged by Microsoft as being an ‘all-solving’ product that allows customers to scale up at their own convenience. With Buzzeasy being provisioned from the cloud it makes it easy for customers to test and learn without commitment, via a free trial service. And being compatible with any contact centre means that there’s no need to rip and replace during deployment.

Some other comments from the survey mentioned the speed of adoption relative to voice. Some argued that messaging would overtake voice, whereas others thought that they would run equally side-by-side. One respondent mentioned that they thought both voice and messaging would work together and become ‘smarter’.

Jimmy, can you tell us your thoughts on this please?

Messaging will play a critical role with the contact centre of the future as the consumer now has a wider range to connect using the power of social media or platforms such as WhatsApp. We asked ourselves the question;

“if we are evolving the way we connect with each other, why shouldn’t it be this easy to get hold of businesses?”

The answer is simple, it should be easy, and this is where Buzzeasy comes to life, being able to provide the customer with the option and the comfort of connecting to the contact centre with the channel of their preference, including Voice. The world of messaging has progressed rapidly as more and more users are starting to use these platforms but let us not forget that voice should always be present and not replaced in any contact engagement strategy. Our ethos is that with the blend of messaging channels and voice working in a unified manner, this can provide the foundation to provide a personalised experience for valuable customers.