As the operating costs of contact centres increase, more government organisations are looking at alternative and less expensive channels to communicate with citizens.
A new guide on Enriching Your Customer Experience with Active Customer Communications examines five common channels and factors to consider before using them.
1. Automated Voice Agent
An automated interaction typically costs significantly lower (between US$0.05 to US$0.25) compared to a call taken by a contact centre agent (US$5 to US$25). While human interactions are more appropriate for assisting unhappy citizens, government agencies can use automated outbound calls for common repetitive tasks, such as appointment reminders, checking of application status or getting basic account information.
2. SMS / Text messaging
Besides being a less expensive channel, a SMS message is a less obtrusive form of communication. Mobile penetration rate is high across the Asia Pacific region, so governments can expect a high adoption rate for this service.
3. Email
Email is another low cost, unobtrusive channel. However, emails can be easily lost in an inbox among many other messages, and are not well-suited for two-way automated interactive communication.
4. Social Media
Social media platforms such as Facebook and Twitter have become popular channels for government organisations to broadcast messages to the wider population. Find out how to develop a social media strategy here.
5. Push notifications on mobile apps
Messages can be generated automatically from a server, triggered based on a citizen’s activity, location, or personal preference. The limitation of push notifications is that these messages require the user to have a mobile application installed on their device, and the customer must have opted-in to receive such messages.
You can find out more details about Enriching Your Customer Experience with Active Customer Communications here.
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Autor(en)/Author(s): Kelly Ng
Quelle/Source: futureGov, 06.11.2014
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