Delivering Superior Service: The Critical Role of Interaction Routing in Multimedia Customer Service
by Ralph Breslauer, Executive Vice President, Sales and Marketing - Concerto Software, Inc.

Under the burden of heightened customer expectations, service desks are being called upon to manage interactions across a broader range of channels than ever before. While the multimedia help desk is the logical next step for the service and support industry, several challenges remain before it can deliver on its promise. One of the most fundamental challenges facing multimedia desks is the effective routing of customer interactions to optimize customer service representative (CSR) productivity while ensuring quality customer service. To succeed in providing efficient, cost-effective customer service, companies operating multimedia service operations must deploy solutions that, among all other functions, strategically prioritize inbound and outbound customer interactions based on specific business rules, real-time customer context information, current and lifetime customer value and agent skill sets.