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As companies embrace omnichannel operations to modernize their contact centers, the question of blending arises. Specifically, they ask if it’s reasonable to have agents handle more than one media. The answer is that it depends on what you mean by blending — and on why you want to blend.
This blog post lays out the options and questions to ask when deciding which techniques make sense for your organization.
From my clients, I see four variants on the definition of blending.
Each type has different considerations. However, for many companies, all of these styles of blending exist in the contact center. Don’t panic, that’s OK. There often are multiple models because there are multiple reasons for blending.
Blending can improve different measures. Considering what measure(s) you want to improve leads you to the different types of blending you want to implement. Here are common reasons.
Your reasons will guide your models.
Blending your agents across media channels powers an omnichannel customer experience — and that’s what your customers want. Successful blending requires an infrastructure that supports omnichannel measurement, agent tools for easier operations, and a people strategy to identify, support and reward blended agents. Selecting your tools and your approach is based on how you want to blend, why you want to blend and how you’ll support your staff.
Stay tuned for techniques on how to implement blending in the modern contact. And to learn why building an omnichannel contact center is a good investment, read “Building the business case for an omnichannel contact center.”
* Special thanks to my teammate Craig Wilson for his contributions on this topic.
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