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Aug 04, 2020 Jean-Marc Cheong

Digital Infrastructure is at the Heart of Successful Customer Service

digital backend

When you think of superior customer experiences and world-class customer service, the first thing that comes to mind for most is consumer-facing technologies. While you’re not wrong to think that, the real heart of successful customer service is the backend digital infrastructure behind it.

Modern customer service puts huge emphasis on the front-end. The initial contact a customer has with an agent - whether it's through online chat, the phone or other innovative means - is often seen as the moment that defines a company’s customer experience. 

We’re not saying that’s not important, in fact far from it. Customer-facing technologies such as contact center artificial intelligence, self-service tools and omnichannel service are a huge component of creating incredible customer experiences. 

All we’re saying is, it’s not the only aspect of building a successful customer service program.

Why backend technology is the driving force behind successful customer service 

Customer-facing technologies improve the customer experience, they make life easier for the customer by reducing the amount of effort they have to put in to find a solution and they provide a superior way for customers to engage with your brand. 

Beyond this initial contact, however, customers expect successful outcomes. They want their queries to be answered fast, seamlessly and, most importantly, correctly. Having the right digital infrastructure in place is crucial to customer service agents being able to provide that.

Backend technologies ensure customer queries are being sent to the right department within your customer service team, and that customer service representatives are performing to the high standards expected of your brand.

The technologies behind world-class customer experiences

Creating an enduring digital infrastructure that powers your customer service team and connects to your customer-facing technologies is the key to building a successful customer service program that lasts long into the future. 

But what technologies make up that infrastructure? Advantage Communications has listed just a few of the backend technologies that make our contact center so successful:

Operational intelligence: A real-time tool that transforms customer data into in-the-moment feedback for customer service agents. By displaying customer data in a visual, actionable and accessible way, agents can use operational intelligence to make decisions based on insightful data during a call with a customer. This helps to provide a personalized customer experience and improve successful outcomes.

Quality assurance: Customer expectations are constantly evolving, and customer service teams need to be able to continually grow with them. Quality assurance technologies provide customer service team leads with the data they need to ensure agents are performing to the high expectations of your brand. QA technologies give customer service teams the ability to solve existing problems, make ongoing improvements and respond to changes at a moments notice. 

Live-call guidance: Using artificial intelligence (AI) technology to analyze real-time phone conversations between an agent and customer, live-call guidance is able to send instant prompts to agents. By analyzing the conversation as it happens (including the customer’s reactions), this technology is able to provide customer service agents with the best answer based on the unique customer on the call.

There are of course many other backend technologies that Advantage Communications uses to build successful customer service programs and world-class customer experiences. Want to learn more? Contact our team of customer service technology experts today


Operational Efficiency Guide

Published by Jean-Marc Cheong August 4, 2020
Jean-Marc Cheong