Inability to integrate inbound and outbound channels

There is often a chasm between front of house and back of house and it can take an abundance of effort to link inbound and outbound channels. With so much content now created by the consumer (eg calling in or providing responses via web) it is imperative that inbound and outbound activities be linked. Not just by mediation layers and manual piecing together – but in real time.

Real-time means that organisations respond to customer requests for information or fulfilment of post-sales information… less than 5 seconds after receiving the request. It also means that organisations report on their campaigns, customers, sales, processes and activities in real-time.

Linking of inbound and outbound channels provides organisations with the ability to build, harness and leverage all interactions and the content within those interactions to drive more lasting, relevant and profitable relationships with the customer. The digital world and consumer adoption of online technologies means that even short delays in response will lead to decreased customer satisfaction and potential shifts to another brand.

Ask yourself if you know whether you triggered an inbound activity. Can your Call centre staff view what an outbound piece was that triggered an inbound response so that they can best handle the call; does your outbound communications generate enough response to your inbound; do you have the right measurements and views to manage this?

SEMA develops the hubs that enable the real-time processing, linking and reporting and back-feeding of information into organisations systems in real-time to ensure true integration between inbound and outbound channels.