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How to create an exceptional communication experience with unified communications

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Unified communications (UC) brings together multiple communication methods and channels in order to gain more control over the different channels, networks, systems and applications that a company might be using.

“Gartner defines unified communications (UC) products (equipment, software and services) as those that facilitate the interactive use of multiple enterprise communications methods. This can include control, management and integration of these methods. UC products integrate communications channels (media), networks and systems, as well as IT business applications and, in some cases, consumer applications and devices. (Gartner IT Glossary - Unified Communications)”

Through clever use of unified communications, it’s possible to deliver an improved customer experience and an improved internal communications experience, especially when taking into account the different audiences and customers.

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The combination of advancing technologies and communications and an increased focus on customer experience has led to higher customer expectations in which customers want personalised communication experiences and exceptional experiences regardless of the channel they use.

The methods of communication have also changed with more options that ever before, including (but not limited to): email, mobile applications, SMS texting, web forms, web chat, chatbots, in-person experiences, phone calls and mail (paper documents).

In order to provide an exceptional communication experience, you need to consider both your audience and the customer lifecycle, taking into account inbound and outbound communications at every point.

One way to do this is to map your customer facing processes, add in all of the touch-points and scheduled communications and then consider whether it’s an inbound or outbound triggered communication.

If it’s outbound and communicated by someone internally, who is it and what channel are they using?

If it’s inbound, how is the customer communicating, who needs to receive the message and where does the information go?

Ideally, for a proper unified communication approach to work, your company needs a way to capture and track all communications in one place, regardless of channel and then follow up with the appropriate actions. This might be to distribute the message to the right person or department or it might be to trigger a follow-up.

Why unified communication is important and the benefits it brings:

For customers:

Unified communications helps to drive an exceptional customer communication experience, which is personalised and responsive. By unifying the communication channels, it’s easier to take a proactive approach, making it faster and easier to respond to customers and meet their demands.

For your operations team:

For those who have to deal with the customer communications, it can be difficult to track the messages when they come from different channels at different times and have to be passed on by the relevant team.

With unified communications, it’s possible to create and manage tailored, intelligent communications with a single platform, improving your business processes, saving time and increasing operational efficiencies.   

The aim of implementing unified communications might vary from company to company, but for many, it’s all about creating a better communications experience, not just for the customer but internally as well.

With all communications coming through one place, it’s easier to be proactive and respond quickly and appropriately, no matter the stage of the customer journey.