Four Ways to Level Up Your Existing Contact Center

The Omnichannel Contact Center - Part 3: Wondering how to create your dream contact center out of the one you have now? Here’s your blueprint.

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Four Ways to Level Up Your Existing Contact Center

This is the third article in the three-part series: The Omnichannel Contact Center

Are you locked into an expensive contact center that shines in some places and falls short in others? Don’t settle for less while agile contact centers pass you by.

Twilio communication APIs give you the power to transform your contact center into an engaging omnichannel customer experience that you can continue iterating until you get it right.

Here are four ways to augment your existing contact center:

1. Iterate Your IVR to Instantly Connect Agents With Hot Leads

Every contact center has interactive voice response (IVR) functionality. Yet, at Twilio, we find that many of our customers—including brands with users around the world such as Airbnb—route their phone calls via Twilio. This is despite having very high-end systems installed.

Because contact center platforms are very complex, many organizations can’t make the necessary changes in-house. This often means being unable to modify an IVR to successfully prioritize calls based on the hotness of the lead. Using Twilio, contact center managers can iterate on the exact IVR flows more rapidly, putting in place A/B tests and different flows to see which works best for their users.

With Twilio you can iterate interactive voice response IVR functions using a SIP interface. Build your IVR with any web language, making it easy to change, improve, and scale across different office sites and agent numbers.

Because Twilio is vendor-agnostic, our API can integrate with your current CRM, contact center infrastructure and existing channels. Rather than enforcing a set of certified applications and relying on in-house developers for innovation, Twilio draws on a vast pool of developers in the wider community, constantly building their own solutions using all kinds of platforms and software, and sharing the code with other Twilio users.

  • Control the IVR through your app or contact center system logic.
  • Build with any web language.
  • Easily change, improve, and scale across different office sites and numbers.

Your developers can learn how to build a Twilio powered IVR here.


2. Build Click-to-Call to Make it Easy for Customers to Contact You

The omnichannel contact center enables customers to seamlessly connect with your sales or support teams. Using Twilio building blocks, it is easy to create a frictionless Click-to-Call experience.

Customers enter their phone number on a webpage or app and receive a call back connecting them to your existing call center. You can track the call, record the call, or add any number of programmable voice functions.

Critically, it also offers valuable context. Your agent knows where the contact is coming from (for example, a product page), providing insight into the likely nature of the communication. It makes for an efficient customer experience. This is particularly useful for complex or higher value products, such as insurance or mortgages, where customers require more help.

  • A visitor clicks a link to reach an agent and enters their phone number.
  • Twilio automatically connects the visitor and the agent.
  • The agent has valuable context about the origin of the contact.
  • Calls are tracked and logged.

Your developers can learn how to build Twilio powered Click-to-Call functions here.


3. Add Messaging to Give Customers More Ways to Contact You

Nine out of ten people would like to use messaging to communicate with businesses. However, only four out of ten contact centers support messaging as a customer contact channel.

Text messaging is one of the most effective forms of communication. Enabling customers to simply reply to a text can bypass many of the steps in a contact center user journey. For example, a message that says “A field technician can visit your house at 3:30 pm. Does this time work for you? Reply Y or N”. Using the Twilio SMS APIs along with voice, you can pivot between channels without losing context. This not only improves efficiency but also customer experience. You can also reduce call wait times by letting customers text you to get a call back when the right agent is available.

Your developers can learn how to build Twilio powered SMS here.


4. Use TaskRouter to Route Any Task from Any Origin

System adaptability is key for setting the pace of the move towards omnichannel. You don’t need every single feature ‘out-of-the-box’ (Lego blocks, not fixed structures).

TaskRouter is an incredibly powerful tool in the Twilio box. It offers contact center routing made available for orchestrating interactions within CRM, support workflows and the Internet of Things.

TaskRouter enables you to do the following:

  • Handle any inbound channel
  • Maintain context
  • Route any task

Ultimately, the more channels that you can support and the more contacts you receive, then the more important it is to route tasks intelligently. It provides an opportunity to make decisions around what’s important to your business and your customers. TaskRouter allows you to do this, and embrace omnichannel with more ease and flexibility than purchasing weighty contact center packages.

The TaskRouter API allows you to build intelligent routing into your existing system to create smarter workflows. In short, you can handle information from any channel, creating a true omnichannel experience.

Watch a TaskRouter visual walkthrough.

With these four building blocks, you can quickly and easily create engaging omnichannel contact center experiences for your customers on top of your existing infrastructure—no rip and replace, and no upfront investment.