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For more sales, blast the channel barrier
With the latest technology advancements, merchants can control the quality of information delivered to contact center agents so agents can, in turn, offer the best shopping experience to consumers, writes Stephan Schambach, founder of Demandware.
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.
