What happens when contact center, CRM, and AI & analytics come together?

It’s undeniable that we live in an experience economy. Independent research shows that over 75% of customers would switch to a competing brand if it provided a better customer experience. So, to be successful in this experience-driven market, brands must invest in customer experience (CX). But where? 

Customers interact with brands across many channels, and there’s a crucial moment in every customer relationship that can make or break the entire experience – it’s the point of conversation. 

When you think about it, customer experience is really a series of conversations or interactions that take place through both in-person and digital channels like bots, chats, FAQs, social media and more. 

Because an increasing number of these customer conversations are taking place in a digital format, they’re inseparable from the technologies that support them. Broadly speaking, these technologies fall into three categories: contact center, CRM (customer relationship management), and AI & analytics. Together these technologies come together to form the point of conversation.

To explain why contact center, CRM, and AI & analytics are so important to the customer experience, we’ve enlisted three TTEC Digital subject matter experts. In the videos below, you’ll hear from Ryan Swanger, John Seeds, and Marcy Riordan as they unpack what’s changed within the CX landscape and how you can leverage the point of conversation to create the experiences customers demand. 

Redefining the contact center for today – and tomorrow

Ryan Swanger, Global Sales Leader for TTEC Digital, discusses how contact centers are evolving to meet the changing needs and preferences of customers, as well as how TTEC Digital is helping clients improve both customer and employee experiences today and into the future. 

“Traditionally, in the contact center, we saw CCaaS and CRM as two separate applications. … Today we’re seeing those things really come together.”

Looking at CRM from a different angle

John Seeds, Chief Marketing Officer for TTEC Digital, discusses a different way of thinking about CRM in the age of AI, in addition to how integrating it into a client’s broader tech stack can unlock powerful insights and personalization across every aspect of the customer journey. 

“If you’re continuing to think about CRM as just a sales application, or just the way that you store and organize your data, or just a place where you house tickets, then you’re not unlocking its full power.”

Extracting more value with analytics & AI

Marcy Riordan, Global Head of Analytics & Insights for TTEC Digital, discusses how analytics and AI help clients extract more value from their technology investments, as well as the key outcomes that TTEC Digital helps clients drive through effective use of analytics and AI across platforms.

“Gen AI has had a huge and very positive impact in the world of analytics. It has taken the traditional advanced analytics that have been evolving over the years and made them that much more powerful.”

Putting the pieces of the CX puzzle together

While technology plays a major role in the customer experience, it must be supported with strong CX strategy and design, as well as software and digital engineering expertise. In our second blog in this series, SVP of Consulting Tom Lewis and Global Leader of Software and Digital Engineering Dave Murashige discuss why CX technology is most successful when it’s underpinned with CX consulting, software, and technology services.