It’s morphed into customer experience. And an optimal customer experience is something every business is striving to deliver. Trouble is, unlike the old days where the business basically dictated how it communicated to its customers, the boot is now on the other foot.
The customers are doing the dictating. They are choosing how they communicate with their suppliers. And they are choosing multiple channels: telephony, email, web and – directly and indirectly – Facebook and Twitter. So companies need the technology to communicate back across these multiple channels.
At the very least they need an IP based telephone system that, because it uses the same digital communications technology as email and the web, is able to accommodate different means of communication other than voice. And a good system offers facilities well beyond just communicating. It supports presence: knowing the availability of employees, and the most appropriate means of contact: put a call through, or send it to their mobile, or send it to voicemail and attach that sound file to an email message.
