{"id":50445,"date":"2022-01-03T09:48:51","date_gmt":"2022-01-03T17:48:51","guid":{"rendered":"\/us\/en\/blog\/?p=50445"},"modified":"2025-03-13T06:08:25","modified_gmt":"2025-03-13T13:08:25","slug":"steps-to-contact-center-digital-leadership","status":"publish","type":"post","link":"\/us\/en\/blog\/steps-to-contact-center-digital-leadership\/","title":{"rendered":"6 steps to contact center digital leadership"},"content":{"rendered":"<h2>Highlights:<\/h2>\n<ul>\n<li aria-level=\"1\">Today\u2019s customers expect contact centers to offer multiple communication channels, both physical and digital.<\/li>\n<li aria-level=\"1\">Contact centers need the right communications solution to provide a seamless omnichannel customer experience.<\/li>\n<li aria-level=\"1\">A digital-first communications solution gives agents the tools they need to service customers effectively.<\/li>\n<\/ul>\n<hr \/>\n<p>Why is it important to position your contact center as a digital leader? Simply put, it\u2019s what your customers want from you.<\/p>\n<p>Today\u2019s customers expect\u2014even demand\u2014that you provide them with their preferred methods for communication for your brand. Increasingly, those preferred channels are digital. According to a <a href=\"https:\/\/cmocouncil.org\/thought-leadership\/reports\/critical-channels-of-choice\">recent CMO Council survey<\/a>, 85 percent of survey respondents said that they expect companies to offer a blend of physical and digital communication channels.<\/p>\n<p>The proportions in that blend depend largely on the age of the respondent. For example, <a href=\"https:\/\/get.niceincontact.com\/Q320-The-Innovators-Guide-to-the-Digital-First-Contact-Center.html\">customer experience research by Dimension Data<\/a> revealed that:<\/p>\n<ul>\n<li aria-level=\"1\">32% of respondents less than 25 years of age prefer social media for communication with organizations, compared to less than 35 of respondents 55+<\/li>\n<li aria-level=\"1\">Of those who prefer messaging, 5% of respondents were 35-54 years old, 20% were 25-34 years old, and 18% were less than 25 years old<\/li>\n<li aria-level=\"1\">Communicating via mobile apps was preferred by 6% of 35-54-year-olds, 22% of 25-34-year-olds, and 27% of those less than 25 years of age.<\/li>\n<\/ul>\n<p>Age is not the only factor that impacts communication preferences. According to a <a href=\"https:\/\/www.bandwidth.com\/resources\/bandwidth-consumer-preferences-survey\/\">survey completed in late 2020<\/a>, the reason for the communication is also a factor, as illustrated in these graphs:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-50446\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2022\/01\/communication-charts.png\" alt=\"communication charts\" width=\"512\" height=\"233\" \/><\/p>\n<p>As all these statistics show, digital communication channels are here to stay. The question is, how can you ensure that your contact center is a digital leader?<\/p>\n<hr \/>\n<p class=\"p1\"><span class=\"s1\">\ud83d\udc69\u200d\ud83d\udcbc<\/span><b> <\/b><span class=\"s1\">\ud83d\udcab<\/span><span class=\"s2\"> <b>Teamwork makes the dream work\u00a0<\/b><\/span><span class=\"s1\">\ud83d\udcab<\/span> <span class=\"s1\">\ud83d\udc68\u200d\ud83d\udcbc<\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">\u00a0The key to building a customer-centric team: Enterprise edition eBook<\/span><\/p>\n<p class=\"p2\"><span class=\"s2\">\t<\/p>\n<div class=\"download-form-widget enterprise-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/ebook\/building-a-customer-centric-team.pdf\" data-id=\"6a8d963650945\" id=\"6a8d963650945\">\n\t\t<button tabindex=\"on\"  on=\"tap:6a8d963650945.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">How RingCentral helped these 6 companies better serve their customers<\/div>\n<form class=\"download-form ENTERPRISE\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog Enterprise\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"enterprise download form\" data-dl-name=\"Take me to it\">Take me to it<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:6a8d963650945.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\"> Happy reading!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<hr \/>\n<p>Here are six essential steps:<\/p>\n<h3 class=\"heading h3\">1. Own the digital channels<\/h3>\n<p>In many companies today, the contact center does not manage the digital channels offered to customers. Those channels may be managed by sales or marketing. The problem is that when customers contact your brand, in most cases, they are likely looking for customer service.<\/p>\n<p>Rather than being shunted from one department to another, your customers will have a far better experience if customer service owns the monitoring and engagement with customers via digital channels upfront. That ensures that a customer\u2019s first point of contact is a trained contact center agent, who will be focused on providing the best customer experience possible.<\/p>\n<p>Additionally, agents handling omnichannel interactions will be able to include other channels when appropriate for the customer and able to capture feedback that can be passed on to the appropriate departments to ensure data silos do not exist.<\/p>\n<h3 class=\"heading h3\">2. Use the right solution to support digital channels<\/h3>\n<p>If you want to be a digital leader among contact centers, you need a solution that can support all your digital channels seamlessly. Your communications solution should make it easy and cost-effective for you to add channels as the need arises and enable your agents to manage interactions between channels.<\/p>\n<p>Not all communications solutions allow for this kind of flexibility and this level of support for omnichannel communications. Because digital channels are not standardized and vary widely in terms of both user interface and capabilities, the solution you choose must have strong integration capabilities.<\/p>\n<h3 class=\"heading h3\">3. Pay attention to agent experience<\/h3>\n<p>If your agents aren\u2019t happy, your customers will not be happy either. Empower your agents to succeed as digital leaders by giving them the tools they need to manage omnichannel interactions.<\/p>\n<p>One essential tool is a unified inbox, which allows agents to handle all interactions, regardless of channel, from one centralized location. Rather than siloing your agents according to a specific channel (ie., voice\u00a0 vs digital), train and equip agents to become proficient with all channels. This will enable your agents to offer customers a rich, omnichannel experience.<\/p>\n<p>Look for a solution that allows agents to work with each channel with its native features intact. This helps agents meet customers \u201cwhere they are\u201d and provide a familiar, comforting experience to them.<\/p>\n<p>Handling multiple digital channels is easier for your agents when they\u2019re allowed to get their work from a dynamically prioritized queue rather than simply answering the next call that comes down the pike.<\/p>\n<p>In these ways, you build a unified agent experience that results in greater agent and customer satisfaction.<\/p>\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<h3 class=\"heading h3\">4. Give agents customer context<\/h3>\n<p>There are few contact center experiences as frustrating as being shunted from one agent to another and having to repeat the details of the issue about which a customer is reaching out. It is frustrating both for the agent and for the customer.<\/p>\n<p>Eliminate this frustration by providing customer context to your agents. Digital leaders in the contact center space give agents access to customer data such as customer history, previous customer contacts across channels, and even current customer sentiment.<\/p>\n<p>By providing agents with contextual information, you empower them to better handle omnichannel interactions. With immediate access to conversation history regardless of channel, agents are better prepared to provide a great customer experience before they even begin their interaction with the customer.<\/p>\n<h3 class=\"heading h3\">5. Provide a smooth ride on the omnichannel journey<\/h3>\n<p>When all is said and done, what your customers really want is to resolve their issues with the least amount of friction and frustration. The beauty of the Digital Age is that you can provide a smooth customer journey when you become proficient in handling omnichannel transactions.<\/p>\n<p>For example, suppose your customer contacts your agent by phone about a billing issue, stating that he is being billed a second time for something for which he has already paid, and he has the bank statement to prove it.<\/p>\n<p>Your agent can easily direct the customer to snap a quick picture of the bank statement and send it via text or his preferred app. The customer complies easily, sending along the statement while he\u2019s still on the phone. Your agent reviews the statement and makes adjustments in the customer\u2019s file to reflect the payment. The customer hangs up feeling happy and relieved, and your agent sends the appropriate notes and documentation to the billing department. Both your agent and customer are happy with the interaction.<\/p>\n<h3 class=\"heading h3\">6. Power self-service with AI<\/h3>\n<p>Although you want your agents to be omnichannel superstars, do not neglect to give them additional support in the form of self-service options powered with AI. Just as interactive voice response (<a href=\"https:\/\/www.ringcentral.com\/contact-center\/interactive-voice-response.html\">IVR<\/a>) systems support voice channels, chatbots support digital channels.<\/p>\n<p>Deploy well-designed chatbots to walk customers through self-service options, and leverage intelligent routing to live agents when the situation merits it. Be sure to enable customers who choose a self-service option to opt out of self-service in favor of working with a live agent when they want to do so.<\/p>\n<p>Don\u2019t forget to use AI on the back end of interactions as well. Bots can be used for simple post-processing activities to free up agent time for more high-value interactions.<\/p>\n<h2>Become a digital leader with RingCentral<\/h2>\n<p>RingCentral is a cloud-based communications platform that enables organizations to provide excellent digital-first omnichannel experiences.\u00a0 To see our contact center solution in action, <a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html#ring-cc\">request a demo<\/a>.<\/p>\n<p>To read more about how to evolve your contact center to become a digital leader, <a href=\"https:\/\/netstorage.ringcentral.com\/documents\/ebook-the-innovators-guide-to-the-digital-first-contact-center.pdf\">download the ebook entitled \u201cThe Innovator\u2019s Guide to the Digital First Contact Center.\u201d<\/a><\/p>\n<div class=\"rc-bottom-cta rc-bottom-cta__portrait\" style=\"background-color:#FF8800;flex-direction: row-reverse;\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t\t<img decoding=\"async\" width=\"615\" height=\"716\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-03-at-12.31.15-PM.png\" class=\"responsive-image\" alt=\"To read more ...\" \/>\t\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"rc-bottom-cta__text\" style=\"color:ffffff;\">\n<h3\n\t\t\t\t\t\t\t\tclass=\"rc-bottom-cta__title headline-copy\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t>To read more about how to evolve your contact center to become a digital leader download our ebook.<\/h3>\n<\/p><\/div>\n<div class=\"rc-bottom-cta__btn-wrapper\" style=\"\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg rc-bottom-cta__link\"\n\t\t\t\t\t\t\t\ttitle=\"Download the ebook\"\n\t\t\t\t\t\t\t\thref=\"https:\/\/netstorage.ringcentral.com\/documents\/ebook-the-innovators-guide-to-the-digital-first-contact-center.pdf\"\n\t\t\t\t\t\t\t\tdata-dl-name=\"Download the ebook\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"button\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"bottom cta banner\"\n\t\t\t\t\t\t\t\tdata-no-auto-dl=\"true\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t\t\tonmouseover=\"\"\n\t\t\t\t\t\t\t\tonmouseout=\"this.style.backgroundColor='';this.style.borderColor='';this.style.color='';\"\n\t\t\t\t\t\t>Download the ebook<\/a>\n\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Highlights: Today\u2019s customers expect contact centers to offer multiple communication channels, both physical and digital. Contact centers need the right communications solution to provide a seamless omnichannel customer experience. A digital-first communications solution gives agents the tools they need to service customers effectively. Why is it important to position your contact center as a digital &#8230;<\/p>\n","protected":false},"author":29,"featured_media":50447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18390,4],"tags":[],"class_list":["post-50445","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-and-collaboration","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>6 steps to contact center digital leadership | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Your customers want omnichannel communication, and you want your contact center to lead in digital customer experience. Learn how to accomplish both here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/steps-to-contact-center-digital-leadership\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Steps to contact center digital leadership\" \/>\n<meta property=\"og:description\" content=\"Your customers want omnichannel communication, and you want your contact center to lead in digital customer experience. 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