This is according to Dominick Keenaghan, President of Insights, the organizers of the forthcoming Middle East Call Centre 2013 show in Dubai from June 3-6.
Continued Keenaghan, “Like all technologies, strategic alignment with the company’s business strategy, business drivers and operational strategies is paramount and that requires executive involvement. However, you have only got to look at the widespread aversion to IVR (Interactive Voice Response) systems in the marketplace to conclude that many setups are awful to interact with and often drive customers away. Yet the technology is perfectly sound, it’s the rationale for the implementation – forcing customers to use it because the business unit values it’s own efficiency over customers’ preferences – and the lack of customer acuity in the interface that creates this backlash. (In other words, the IVR is actually causing the company to lose business, thus totally mitigating any staff reduction cost savings gained from the setting up of the IVR.) In general therefore, C-level decision makers are better positioned to see the bigger and longer term picture here and can guide business units on technology rollout and implementations in a more effective and business-friendly way.”
Today, the call centre market is faced with a host of new and compelling technology options to consider. Multi-channel contact such as voice, email, SMS, web chat, etc are already in common use but social media is both supplementing and driving new forms of interaction here. Similarly, on the operations side, Speech Analytics is gaining traction for its performance enhancement capabilities and “Contact Centres in the Cloud” offer a whole new business paradigm.”
The role and effective use of technology in the contact centre is a key theme of the forthcoming Middle East Call Centre 2013 Conference and delegates can look forward to receiving valuable insights and actionable guidance from some of the world’s leading experts and some of the top Insights Call Centre Awards winners in the region. The event is also distinguished by the brand new line-up of 1 day workshops on June 3 and June 6, many of which address specific new contact centre technology concepts and opportunities, thus enabling these types of initiatives to get off to an optimum start.
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