For more sales, blast the channel barrier

Retailers' approach to interaction between e-commerce and the contact center is changing. The online and call center channels are starting to meld together, and perspectives on how retailers handle the two have to change.

A typical shopping experience today may go something like this: The customer browses online, fills the shopping cart, and might have a question before placing her order. The shopper then picks up the phone to call the contact center. This might look to the e-commerce manager like an abandoned session, but to the contact center, it is viewed as a brand new phone opportunity. In the ideal scenario, the e-commerce and contact center channels are linked and work together to pass on opportunities.

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