Customer Interaction Management

People interact with businesses every day, whether for their on-line grocery shopping, or phoning to report a problem with the video-on-demand service from their cable operator. A good experience makes a person more loyal to a business, but a single bad experience can drive them away.

The challenge for the business is to balance the cost of providing customer service against the satisfaction that it will render. Depending on the structure and value of the task or business process, that balance can be relatively easy or hard to achieve.

For instance, when was the last time that you walked into a bank to find out your account balance? The hole-in-the-wall outside is fast, efficient, available 24x7 and doesn’t judge you with a hard stare if you’re overdrawn.

In that case, customer interaction is handled perfectly well by a machine; it provides the right customer experience and is less costly than providing people to service those routine interactions.

Customer interaction management is the science of providing the right customer experience, at the right cost, for every task. The ability to blend self-service voice, video, web and mobile messaging channels with agent-assisted service is key to that, as is the knowledge of when to use each.

Customer choice is also an important consideration and has significant implications for the deaf, speech impaired and other minority groups. For instance, freedom of accessibility to information and social inclusion has become a pivotal agenda item on the successful transformation of e-government.

Understanding the task at hand, and more importantly understanding the state-of-mind and expectations of the customer when they approach that task, are keys to unlocking the significant value of successful customer interaction management, whether in government or the private sector.

HTK Horizon™ enables more focussed, agile and customer-centric interaction management; leading to happier customers and a healthier bottom-line.

For further information regarding Customer Interaction Management or the range of solutions HTK has to offer, please email sales@htk.co.uk.