{"id":46320,"date":"2021-01-28T22:39:37","date_gmt":"2021-01-29T06:39:37","guid":{"rendered":"\/us\/en\/blog\/?p=46320"},"modified":"2025-11-21T13:00:25","modified_gmt":"2025-11-21T21:00:25","slug":"ways-to-automate-customer-experience-in-your-contact-center","status":"publish","type":"post","link":"\/us\/en\/blog\/ways-to-automate-customer-experience-in-your-contact-center\/","title":{"rendered":"4 ways to automate superior customer experience in your contact center"},"content":{"rendered":"<p>When you think about a positive customer experience, you may think about contact center agents who are able to provide timely, effective assistance. Yet, automation tools can have a significant and beneficial impact on the customer experience as well.<\/p>\n<p>In this article, we\u2019ll explore how chatbots, an <a href=\"https:\/\/www.ringcentral.com\/contact-center\/interactive-voice-response.html\">IVR<\/a> system, virtual hold, and call deflection can create a better customer experience.<\/p>\n<h2 class=\"heading h2\">Automating the customer experience: a look at the statistics<\/h2>\n<p>It might come as a surprise, but customers actually have a more positive customer experience when it\u2019s automated.<\/p>\n<ul>\n<li><a href=\"https:\/\/www.statista.com\/statistics\/815599\/causes-of-customer-service-frustration-us\/\">12% of Americans<\/a> say their top frustration with customer service is a lack of speed.<\/li>\n<li><a href=\"http:\/\/info.microsoft.com\/rs\/157-GQE-382\/images\/EN-CNTNT-Report-DynService-2017-global-state-customer-service-en-au.pdf\">90% of customers<\/a> expect an online customer service portal.<\/li>\n<li><a href=\"https:\/\/lmistatic.blob.core.windows.net\/document-library\/boldchat\/pdf\/en\/forrester-2018-customer-service-trends.pdf\">37% of customers<\/a> have used a chatbot on a company\u2019s website.<\/li>\n<li><a href=\"http:\/\/info.microsoft.com\/rs\/157-GQE-382\/images\/EN-CNTNT-Report-DynService-2017-global-state-customer-service-en-au.pdf\">30% of American customers<\/a> say that chatbots are \u201cvery effective\u201d in dealing with customer service issues.<\/li>\n<\/ul>\n<h2 class=\"heading h2\">Chatbots and the customer experience<\/h2>\n<p>Chatbots are computer programs that simulate human conversation. The most common way customers interact with chatbots is through text. Chatbots are becoming more popular in the context of customer service; they can handle simple interactions or gather information so that an interaction can be passed off to a human contact center agent.<\/p>\n<p>How do chatbots improve the customer experience? We\u2019ll illustrate with an example: Jim ordered a sweater for his wife\u2019s birthday from her favorite online retailer. He wants to know what the order\u2019s status is, so he goes to the retailer\u2019s website and opens a chatbot. Jim enters the order number, and within moments, the chatbot tells him when the order should arrive.<\/p>\n<p>Jim had a positive customer experience. It took him just a few minutes to find out when he could expect his order. He didn\u2019t have to wait on hold or repeat his question to three different people. It was fast and easy, and Jim looks forward to ordering from the retailer again.<\/p>\n<h2 class=\"heading h2\">The IVR system and the customer experience<\/h2>\n<p>The \u201cIVR\u201d in \u201cIVR system\u201d stands for <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/interactive-voice-response\/\">interactive voice response<\/a>. It\u2019s an automated telephony system that interacts with callers; an IVR system accepts voice or telephone keypad inputs. When you reach an IVR system, you\u2019ll be presented with a menu of options, and you select the appropriate one for your needs.<\/p>\n<p>When IVR systems were first introduced in 1962, they were heralded as a wonder of modern technology. Yet over the years, it became clear that IVR systems did not reach their ideal. Customers complain that the menu options are inadequate, it takes too long to reach an agent, or that the system doesn\u2019t understand the voice input. Given these gripes, it isn\u2019t surprising that J.D. Power and Associates researchers say that IVR systems offers a better customer experience than talking directly to a contact center agent <a href=\"https:\/\/blueocean.ca\/can-ivr-destroy-customer-experience\/\">just 7% of the time<\/a>.<\/p>\n<h2 class=\"heading h2\">How to improve IVR systems for a better customer experience<\/h2>\n<p>IVR systems don\u2019t have to offer a terrible customer experience, though. When configured properly, they can, in fact, make the customer experience better.<\/p>\n<p>Here\u2019s how:<\/p>\n<ul>\n<li>The <a href=\"https:\/\/www.business2community.com\/customer-experience\/how-to-improve-your-customer-experience-with-ivr-02233771\">menu options<\/a> should be useful and helpful.<\/li>\n<li>There should be self-service options built into the IVR system.<\/li>\n<li>Integrate business applications into the IVR system (for example, if customers want to pay their bills over the phone, you\u2019ll need to integrate the billing software into the IVR system).<\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html#ring-cc-off\">Route calls<\/a> to available agents with the expertise and skills to solve customer problems.<\/li>\n<\/ul>\n<h2 class=\"heading h2\">Virtual hold and the customer experience<\/h2>\n<p>The concept behind virtual hold (also known as callback) is that when a customer is on hold, that person can enter a phone number and a contact center agent will call back later on.<\/p>\n<p>Customers prefer having a virtual hold option. According to research, <a href=\"https:\/\/www.softwareadvice.com\/resources\/3-ways-to-offer-callback\/\">over 63% of customers<\/a> would rather receive a callback than wait on hold. Virtual hold technology offers a better customer experience because most people don\u2019t want to wait; they have more important things to do.<\/p>\n<h2 class=\"heading h2\">Call deflection and the customer experience<\/h2>\n<p><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/call-deflection-not-just-excuse-customer-service\/#ring-off-uk\">Call deflection<\/a> refers to a strategy of directing customers to an alternate channel. Let\u2019s say Sandy calls her credit card company to ask about her rewards program; the IVR system has a pre-recorded messaging saying call volume is high at the moment and suggests using the company\u2019s chatbot or knowledgebase. Those channels offer a faster response, or a faster way to get the answers she needs.<\/p>\n<p>Sandy has a better customer experience as a result of call deflection. She doesn\u2019t wait on hold \u2013 instead, she uses a chatbot to ask questions and learn more about her rewards program. Sandy saves the time by not sitting on hold.<\/p>\n<h2 class=\"heading h2\">A word about call deflection and call avoidance<\/h2>\n<p>It\u2019s important to note that there\u2019s a difference between deflecting calls to other channels and avoiding calls entirely. Call deflection, as we illustrated above, can create a positive customer experience; <a href=\"https:\/\/techhq.com\/2020\/10\/the-digitally-transforming-consumer-and-the-appeal-of-call-deflection\/\">call avoidance<\/a>, on the other hand, can aggravate customers.<\/p>\n<p>Call avoidance means that agents don\u2019t take calls. It can happen as a result of a call deflection strategy (although that certainly isn\u2019t the aim of such a strategy), or it could be intentional. When call deflection is intentional, it irritates customers and causes a negative customer experience. We\u2019ll illustrate with an example.<\/p>\n<p>Sarah ordered something online from a retailer that also has a bricks-and-mortar presence. She decided she wants to change the pickup location, so she calls the store where the item will be delivered. The store has an outgoing message that says that no one is available to take her call, and then hangs up. Sarah is annoyed \u2013 she wasn\u2019t given an option for another channel, and now she can\u2019t figure out how to change her pickup location.<\/p>\n<h2 class=\"heading h2\">RingCentral: automate a superior customer experience with contact center software<\/h2>\n<p>RingCentral\u2019s contact center software allows you to automate a superior customer experience through chatbots, an IVR system, virtual hold, and call deflection capabilities. These features enable your customers to get the help they need.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you think about a positive customer experience, you may think about contact center agents who are able to provide timely, effective assistance. Yet, automation tools can have a significant and beneficial impact on the customer experience as well. In this article, we\u2019ll explore how chatbots, an IVR system, virtual hold, and call deflection can &#8230;<\/p>\n","protected":false},"author":29,"featured_media":46321,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-46320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 ways to automate superior customer experience in your contact center | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"There are four ways to automate your contact center for a superior customer experience: chatbots, IVR systems, virtual hold, and call deflection.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">RingCentral Team<\/span><\/a>","rc_author_full_name":"RingCentral Team","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2022\/02\/ringcentral-logo-new.png","rc_author_link":"\/us\/en\/blog\/author\/ringcentral-team\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/trending\/customer-experience\/amp\">Customer &amp; employee experience<\/a>","amp_link":"\/us\/en\/blog\/ways-to-automate-customer-experience-in-your-contact-center\/amp","excerpt_title":"4 ways to automate superior customer experience in your c...","_links":{"self":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/46320","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/comments?post=46320"}],"version-history":[{"count":0,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/46320\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media\/46321"}],"wp:attachment":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media?parent=46320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/categories?post=46320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/tags?post=46320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}