Focusing on digitalization, it is easy to forget that people are the soul of the contact center. In the second article in Puzzle’s “People, Process and Technology” blog series, Colin identified three reasons why humans stay here.
In the late 1980s, contact centers became a popular source of employment as the social skills of the evolving service industry replaced the traditional manual skills of manufacturing. In the UK, approximately 6,200 customer service centers currently employ nearly 1.3 million people, but as consumers embrace digital technology, these employees face challenges. According to ContactBabel latest forecast, 45,700 jobs will disappear by 2021 as a result of artificial intelligence call center.
Anne-Marie Stagg, executive director of the Call Center Management Association, believes that machine learning has inspired a whole new world of artificial intelligence (AI) and is the culprit behind these predictions or “real ghosts.” It’s not uncommon to continue to explain: “Every two years, a shameless ghost will find a job, but we don’t see it, the number of calls is reduced, but the people arriving are more complicated and need more time to resolve.” as compared to artificial intelligence call center.
Anne-Marie’s inspiring statement reflects Puzzel’s own conclusion that technology is critical to the development of a contact center, but it is vital to its survival. So, is it time to stop talking about it?
The main role of the contact center is to make humans invaluable:
Customer understanding: Intelligent technologies, such as voice analysis and silent monitoring, are a great way to capture the mood of your customers. Website analytics provides useful information about website visits and user experience. Evaluate which is valid and which is not.
However, if you don’t use them properly, it’s useless to put all of these technologies and information at your fingertips. A good customer service strategy begins with a competent employee and a well-thought-out approach to working closely with and communicating with the entire organization, such as:
Use your agent: Deal directly with customers, they will know why they contact you first, if they are satisfied, what are the weaknesses and what channels they prefer to use. Effective managers will design mechanisms for agents to collect and share this important knowledge.
Managers note that contact center managers need to consider customer feedback to improve call scripting and agent training, and then improve business processes to proactively manage predictable situations and resolve problems quickly which is same process but complex to implement for artificial intelligence call center.
Introducing important technologies: When agents and managers understand their customers, they are better able to introduce technology that meets their needs, rather than implementing technology to service technology. For example, if you know that 80% of your customers are 65 or older and prefer to use a mobile phone, then over-emphasize online chat rather than risking alienating valuable customers.
Managing today’s complex conversations: This may seem counterintuitive, but digitization actually increases the role of contact center agents. Current agents should understand all products and services, manage web chat, messages and emails on social networks, and respond to calls on an equal basis. In addition, proxy-supported voice calls typically take longer, are more complex, and require judgment and empathy.
This is good news for those who work in the contact center today. Companies are paying a high price to attract and retain such new super-agents because it’s not a technology that promotes positive customer interaction, which really sets them apart.
Of course, emerging technologies such as various forms of AI: robots, digital assistants, and virtual agents have fundamentally changed the interaction with customers, but are turning off the phone or providing services which is very good for the customer.
The creation of appropriate frameworks must be managed first, including legislation such as the PCI DSS (Payment Card Industry Data Security Standard) and the General Data Protection Regulation (GDPR), there is a person responsible for implementing the appropriate process. Manage an ever-changing regulatory environment. Users can ask the right questions and build effective ways to work with suppliers and technology partners. This is where people talk face to face. They encourage best practice processes and then integrate them into automation technologies and workflows to support them.
According to the alarmist, humans have been threatened by contact centers since the first Internet bubble in the late 1990s. Omnichannel communication has indeed changed the way customers serve. However, interpersonal communication will remain the center of the contact center and a special experience for customers.