The Inner Circle Guide to Omnichannel

There are two main factors that influence contact centres within any vertical market: the need to provide profitable (or at least, cost-managed) service, and customers’ requirements and preferences for contacting organisations. 

 It is not only the nature of the specific business that needs to be considered. The urgency, complexity and emotional importance of the interaction is perhaps at least as important as the nature of the organisation that is being contacted: for a customer calling a bank, a simple balance request and an urgent call about the progress of a mortgage application are very different types of call, and should be treated as such.