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“An organization that provides a personalized service, makes its customers feel important everytime they interact with you.”
Jon Arnold
Telecom Analyst & Strategy Consultant
Even in today’s modern CX world, the example in the above video is quite common. An urgent meeting has come up and you need to switch dates of your flight. You contact the airline via web chat to change the flight, they’ve advised you to email them. Which you’ve done but haven’t received a reply. Naturally, next step is you call them, listen to lengthy IVR menu, long queue time, then finally an agent answers. The agent starts asking about your name, booking reference, reason for change, desired flight that you’d like to change to. All of this is information you previously provided via web chat and Email. Why do you need to say it all over again. The amount of time and energy as a customer you spent has been exhausting. So yes, the flight change is eventually resolved, however it took much longer than it should.
Cisco, has developed a powerful yet smart solution; where it skips the hassle of the customer repeating themselves to an agent, by integrating different CX silos and also providing the agent with the ‘Context’ of why the customer is calling based on interaction history. This is called Contextual Service.
This innovative solution creates a fast, painless, and personal customer service for your customers. It has the ability to store every interaction from multiple channels, such as: email, web, social media, applications, websites and much more. These interactions are then passed over on to the agent’s desktop, where the questions “What’s your name?”, “Which country are you travelling from?”, have already been skipped. With Context Services, the agent is presented with past data and the context of why the customer is calling, allowing the agent to handle the call much quicker leaving the customer satisfied and also cutting down on operational costs of the contact center by reducing AHT and improving FCR.
This could be a more efficient conversation between the agent and customer:
Agent: “Hi Mohamed, I can see that you want to change the dates of your flight tickets, departing from Singapore to Cairo; let me help you straight away with that. Please confirm that you want to change the dates from the 20th to the 19th?
Mohamed: “I confirm the dates.”
Agent: “Perfect, the dates of your flight tickets have been changed to the 19th instead of 20th. Thank you for flying with us, enjoy your flight.”
Mohamed: “Great, thank you very much for your help.”
The impact of contextual servicing on consumers
Contextual servicing, creates a more personalized service for your customers; where it switches their mood (from angry to surprised). This makes a positive impact on your organization and brand, where customers start to feel they are important to the business, due to the fast handling time of the agents. Customers don’t need to repeat themselves to different agents, which is time consuming and frustrating.
How does Contextual Service work?
Contextual service is a cloud-based solution that tracks every interaction the customer does, including when they surf websites, applications or with any other type of channel – with an unlimited barrier. This solution stores the data of every interaction done and delivers it directly to the agent’s desktop. It shows historical data to the agents who are handling the customers, which helps them to solve issues or requests in a smarter and effortless way. From now on, customers will not need to re-explain their issue again and again to an agent.
This kind of service, helps in making life easier for every agent, creating a better customer experience. Having a successful customer journey makes your customers feel that there requests are handled by experienced agents.


How beneficial is the contextual service?
Reduces time and effortfor the agent and customer, when interacting together.
Makes your customersfeel special, due to the personalized service; agents already know the issue from historical interactions.
Builds astronger imagefor your brand, and in turn, your NPS score
Better customer experience, creates happier customers.
Agents will have better understanding of the customer’s journey, due to there stored interactions, helping them to solve issues/requestsquicker and faster.
Contextual service also provides historical data frommulti-channel interactions f
rom many separate channels, helping businesses to better understand and respond to the needs of their customers.
Open interface allows integration of new customer care channels
and other business applications, with Cisco, or other third parties; to have a complete view and understanding of all types of customer journeys.
All organizations need to focus on creating a customer journey that is easy and effortless for a customer to go through, especially the angry ones. Making your customers feel special to your organization, is an important aspect that all companies should keep in mind, especially if their goal is to boost profits, increase brand loyalty and reduce expenses.
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Source: IST Blogs

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