• by Ray Schultz , Columnist, Yesterday

Contact centers are so focused on phone and chat that they often neglect input from channels like email. But one firm is offering what it says is a solution. 

Cresta, an AI-based contact center platform, has added email-based customer support to its Agent Assist and Conversation Intelligence tools.

The goal is to help brands “understand what their customers are saying–no matter where they say it,” says Ping Wu, CEO of Cresta. 

Users can obtain a unified view of coaching, quality management, and voice-of-the–customer insights across all major channels including email, voice and chat.

In addition, the automated tool drafts full email replies based on conversation context and historical performance data, the firm says. It also provides automated quality scoring on every email, it adds. 

Brands can also support employee performance by suggesting top-performing replies and policy compliance verification, the firm says.

They can also view prescriptive coaching recommendations and quality gaps, it adds.

Other firms may offer a similar range of tools. But Wu contends that Cresta’s new solution supports quality and efficiency “while giving businesses unprecedented insights into 100% of email conversations, just like we have for voice and chat.” Businesses can then “turn every customer conversation into a competitive advantage,” Wu concludes.