The world of customer support is evolving at an extraordinary pace. With rapid technological advancements and changing customer expectations, organisations face a complex decision: how to design a service that aligns with their operational goals while meeting the diverse needs of their customers.
At Maximus, we are excited about the transformative potential of omnichannel services and the role they play in enhancing the customer experience. However, we also recognise that for organisations with simpler, more transactional requirements, there’s no need to overcomplicate matters. Sometimes, a well-designed phone-based service can more than meet expectations – particularly when supported by modern technology.
Below is a guide to help you navigate your way through the world of outsourced contact and call centre services.
The importance of customer experience
Historically, the primary goals of call centres were to improve accessibility for customers and drive operational efficiencies for organisations. Metrics such as average call handling time were often prioritised to measure success.
But customer service has come a long way since those early days. Today, the focus has shifted toward customer experience – a critical factor in organisational success. Metrics like first contact resolution, reduced hold times, and even net promoter scores now take centre stage.
Why this shift? Research consistently demonstrates that delivering an exceptional customer experience drives tangible results. One study found that 89% of companies offering a “significantly above average” customer experience outperform their competitors financially. Furthermore, 73% of people say customer experience is a significant factor in their purchasing decisions.
Importantly, customer experience and operational efficiency are not mutually exclusive. Omnichannel contact centres exemplify this synergy, combining efficiency with a seamless customer journey that builds trust and loyalty.
Omnichannel vs phone-only services
The range of communication channels available today is vast—and growing. From email and webchat to video calls and social media, organisations have more ways than ever to engage with their customers.
However, this diversity of choice doesn’t necessarily mean that traditional phone services are obsolete. Consider the following:
- The rise of digital channels: Younger audiences, in particular, are moving away from voice calls. In fact, one study found that 27% of smartphone users hadn’t made a phone call in the past week, and 5% never do. Texting and messaging apps now dominate as the preferred means of communication.
- Digital exclusion: While digital channels are essential, it’s important to remember that not everyone has access to them. In the UK, 1.5 million households lacked internet access as recently as 2021, and 6.3% of adults had never used the internet (2020 figures). This digital divide is more pronounced among older adults and lower-income households, making phone services a critical part of an inclusive support strategy.
Ultimately, the right solution depends on your organisation’s needs. For some, the simplicity and accessibility of phone-only services are sufficient. For others, the flexibility and customer-centric benefits of an omnichannel approach are increasingly indispensable.
The advantages of Omnichannel support
Omnichannel contact centres offer more than just a variety of communication channels – they represent a fundamental shift in how organisations interact with their customers.
1. Self-serve options
Omnichannel systems enable customers to resolve issues independently through tools like chatbots, FAQs, and knowledge bases. This 24/7 accessibility is invaluable for busy individuals and can significantly reduce operational costs for organisations.
However, self-serve options must be carefully designed. Customers should always have the ability to escalate to a human adviser when needed, particularly in emotionally charged or complex situations. Striking this balance is essential to maintaining trust and satisfaction.
2. Centralised information
Omnichannel systems centralise customer data within a single CRM (customer relationship management) platform. This ensures that regardless of the channel a customer uses – whether webchat one day or a phone call the next – advisers have access to the full interaction history.
This eliminates the frustration of customers having to repeat themselves and creates a smoother, more efficient experience for both the customer and the adviser. While this level of integration may not be as critical for transactional services, it’s becoming a business necessity for organisations aiming to build long-term customer relationships.
3. Proactive service
Unlike traditional call centres, which operate reactively, omnichannel systems can leverage data and automation to predict customer needs. By analysing customer behaviours and online actions, organisations can proactively address issues before they escalate.
This proactive approach doesn’t just improve efficiency – it enhances the customer experience by demonstrating attentiveness and care. As Judith Platz from Salesforce puts it: “Smart businesses are using automation to transform customer service from a reactive task to a proactive force that will enhance the customer experience with a magical touch.”
Specialist vs transactional services
The nature of your customer support requirements will also influence whether a specialist or transactional approach is more suitable.
- Transactional services: Generalist call centres, often operating on a blended or bureau model, are designed for high volumes of routine interactions. Advisers work across multiple client accounts, offering efficiency and adaptability but limited specialist knowledge.
- Specialist services: Dedicated teams trained exclusively on one account can provide in-depth support for more complex needs. They are often able to operate across multiple channels, offering a seamless experience for customers while handling specialised tasks or investigations.
Balancing cost and value
Both call centres and contact centres can be cost-effective, but in different ways.
- Call centres, with their simpler technological setup, are generally more affordable to establish and run. However, costs can rise if 24/7 availability is required.
- Contact centres require a larger initial investment but often deliver significant long-term returns by enabling self-serve options, improving efficiency, and fostering stronger customer relationships.
The right choice will depend on your organisation’s priorities, whether that’s managing high transaction volumes efficiently or building deeper connections with your customers.
Making the right decision
At their core, contact centres offer everything call centres can do – and often more. But that doesn’t mean they’re the right solution for every organisation. For those with straightforward, transactional needs, a well-designed call centre may be the ideal fit.
If you’re still not sure which is right for your organisation, our team at Maximus is here to help. With extensive experience providing outsourced call and contact centre services for a wide range of clients, we can help you design a support strategy that meets your goals and delivers meaningful results.
