{"id":11275,"date":"2023-01-30T11:45:47","date_gmt":"2023-01-30T11:45:47","guid":{"rendered":"https:\/\/www.contactbabel.com\/?p=11275"},"modified":"2023-03-24T11:54:46","modified_gmt":"2023-03-24T11:54:46","slug":"introducing-the-customer-interaction-cube-and-the-eight-types-of-contact-centre-interaction","status":"publish","type":"post","link":"https:\/\/www.contactbabel.com\/staging\/?p=11275","title":{"rendered":"Introducing the Customer Interaction Cube, and the eight types of contact centre interaction"},"content":{"rendered":"

Whatever the specific vertical market a given organisation\u2019s contact or <\/span>call centre<\/span><\/a> operates in, there are two main influences that will need to guide its decisions: the commercial activity within that sector, and the preferences and requirements that customers have in relation to contacting the organisation.\u00a0<\/span><\/p>\n

Yes, the nature of the given business vertical market does need to be taken into account; however, it is also crucial to consider how urgent, complex, and emotionally important each particular interaction is.\u00a0<\/span><\/p>\n

When customers call a bank\u2019s call centre, for example, the person who simply wishes to check their bank balance will likely have very different preferences and needs to the person who is urgently calling to check how their mortgage application is progressing.\u00a0<\/span><\/p>\n

What is the Customer Interaction Cube, and why is it needed?\u00a0<\/b><\/p>\n

With there being various types of customer interaction that organisations need to handle, a structure known as the Customer Interaction Cube has been developed. This structure provides a means of categorising contact centre interactions on the basis of their urgency, complexity and emotional input as far as the customer is concerned.\u00a0<\/span><\/p>\n

The existence of the Customer Interaction Cube, accounting for high and low levels of interaction urgency, complexity, and emotional input alike, enables organisations to be more informed in their decision-making.<\/span><\/p>\n

They can use it to, for example, analyse the volumes they receive of each type of customer interaction, cross-referencing it with other variables such as the times of day they receive certain types of interactions, and customer d<\/span>emographic preferences. This process, in turn, can help ensure the appropriate levels of resourcing are allocated to different channels, in order to improve the customer experience and lower the cost of service.<\/p>\n

The eight types of interaction that make up the Customer Interaction Cube\u00a0<\/b><\/p>\n

The Customer Interaction Cube takes the form of a 2x2x2 structure, effectively covering eight types of interaction through the various combinations of high and low urgency, complexity, and emotional input.<\/span><\/p>\n

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Distinguishing between these different types of interaction is important, given that different interaction types may be best suited to different channels. So, there could be benefits for both the organisation and the customer in ensuring certain interaction types are matched to a suitable channel.\u00a0<\/span><\/p>\n

But what <\/span>are <\/span><\/i>those eight interaction types, what would be good examples of each given interaction type, and what channels might be best suited to handling the given type of interaction? Below is a summary.<\/span><\/p>\n