The future of voice - a six step survival guide for contact centers, from Teleopti
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According to Annika Edberg at <strong>Teleopti</strong>, <strong>voice</strong> is no longer the endangered<br />
species many would have us believe. It all comes down to adaptability and flexible<br />
work<strong>for</strong>ce management (WFM)<br />
Mary Phillips<br />
PR Artistry<br />
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PressReleasePing - February 27, 2018 -London, UK - Voice<br />
may no longer be at the top <strong>of</strong> everyone’s technology wish list but<br />
the old beast still has plenty <strong>of</strong> life left. Just listen to the experts:<br />
research indicates that inbound telephone calls to live agents<br />
Adaptability and flexible WFM is the<br />
name <strong>of</strong> the game and will ensure the<br />
<strong>survival</strong> <strong>of</strong> <strong>voice</strong> <strong>for</strong> many years to<br />
come.<br />
today account <strong>for</strong> 65.3% <strong>of</strong> all <strong>contact</strong>s with 53% <strong>of</strong> pr<strong>of</strong>essionals claiming that this type <strong>of</strong> interaction is likely to<br />
increase greatly, slightly or simply stay the same in the <strong>for</strong>eseeable <strong>future</strong>.[i] In today’s multi-channel <strong>contact</strong> <strong>centers</strong>,<br />
the continued existence <strong>of</strong> <strong>voice</strong> as a popular communications method puts added pressure on managers seeking to<br />
create a seamless, blended call experience <strong>for</strong> customers by ensuring the appropriately skilled agents are available to<br />
deal with telephone, email, chat, sms and social media at the right time.<br />
<strong>The</strong> other part <strong>of</strong> the conundrum is that when combined, both inbound and outbound <strong>voice</strong> calls in <strong>contact</strong> <strong>centers</strong> are<br />
on the decline and have statistically been that way <strong>for</strong> some years now. But does it really matter? Well, it definitely<br />
matters if the status <strong>of</strong> <strong>voice</strong> affects the way that <strong>contact</strong> <strong>centers</strong> are run, evolve and even survive. Understanding how<br />
to replace <strong>voice</strong> channels and maximise schedules to maintain service levels is essential to the longer-term wellbeing<br />
<strong>of</strong> customer service, <strong>contact</strong> <strong>centers</strong> and the agents who work in them. Contact center leaders who choose to<br />
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ury their heads in the sand or just accept that <strong>voice</strong> will eventually go away risk losing experienced staff as well as<br />
customers and revenues. Here we look at the major trends affecting <strong>voice</strong> in the <strong>contact</strong> center industry, what<br />
managers need to do to stay ahead <strong>of</strong> the game and how the latest Work<strong>for</strong>ce Management (WFM) solutions can help.<br />
Facing the <strong>future</strong>: a <strong>survival</strong> <strong>guide</strong><br />
1. Customer expectations are growing – this is something most <strong>of</strong> us have probably suspected but 80.3% <strong>of</strong> the 380<br />
<strong>contact</strong> centre pr<strong>of</strong>essionals who responded to Call Centre Helper’s latest survey believe this to be the case.[ii]<br />
Advances in mobile technology and the Internet <strong>of</strong> Things have created an always-on culture that has radically<br />
changed the way that people consume in<strong>for</strong>mation along with the goods and services they buy. <strong>The</strong>y expect instant<br />
access to an organisation’s shop window 24 hours a day, every day <strong>of</strong> the year. Technology is a great enabler and<br />
<strong>contact</strong> <strong>centers</strong> need to keepup with this trend and use WFM creatively<br />
2. Accept that new technology is here and make it work <strong>for</strong> you – rather than seeing new technology as a threat to<br />
the status quo or another thing to worry about, <strong>contact</strong> center leaders should view their operations as a strategic part <strong>of</strong><br />
the corporate digital eco-system where new technologies have the power to trans<strong>for</strong>m customer service. Email, web<br />
chat, social media and SMS are all on the rise.<br />
However, first <strong>of</strong> all <strong>step</strong> back and consider if it is absolutely necessary to <strong>of</strong>fer all channels because if you do, the<br />
quality has to be consistently high and meet expected service levels. Next, whatever channels you decide to <strong>of</strong>fer, be<br />
sure to blend them successfully with traditional <strong>voice</strong> to create a true multi-channel <strong>contact</strong> center environment that<br />
gives customers greater choice <strong>of</strong> how they can communicate and delivers a faster, highly personalised customer<br />
experience. Likewise WFM should be blended enabling resources to be switched between channels while ensuring<br />
the most qualified agents respond to enquiries when and where required<br />
3. Consider Artificial Intelligence (AI) to overcome staff shortages – according to Call Centre Helper, staff shortages<br />
represent a real barrier to providing great customer service, a situation that has risen steadily to 30% since 2015.[iii]<br />
In its report, ContactBabel reveals the alarming reality <strong>of</strong> agent skills today. In medium or large <strong>contact</strong> centres, 60% <strong>of</strong><br />
agents handle <strong>voice</strong> only and 5-10% handle text only (email, web chat and social media). Perhaps it’s time to turn to<br />
the various <strong>for</strong>ms <strong>of</strong> AI – virtual or digital assistants and chat bots or bots – to manage the gap between agent<br />
abilities/time and the customer experience? Start by making bots the first port <strong>of</strong> call <strong>for</strong> customers and remember to<br />
take them into account <strong>for</strong> WFM purposes.<br />
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Virtual assistants, <strong>for</strong> example, can begin by directing customers to the correct part <strong>of</strong> the website or accessing the
correct part <strong>of</strong> the knowledge base. If they cannot answer a request, they may then seamlessly route the customer to a<br />
live web chat agent.<br />
4. Chat bots – next stage in Internet revolution - chat bots are computer programs that mimic conversations with<br />
people using AI and are fast trans<strong>for</strong>ming the way people interact. <strong>The</strong>y are revolutionizing the mundane tasks in our<br />
daily lives, rather like having your own virtual butler. <strong>The</strong>y can order lunch or a taxi, set up meetings, shop and book<br />
flights. Other more complex industries, such as insurance, are experimenting with conversational personal assistants<br />
to automate claims management.<br />
5. When only the human touch will do – despite all this, don’t <strong>for</strong>ce digital channels if your customers don’t want<br />
them. Why alienate certain demographics like the less technology-confident older generation when the spending<br />
power <strong>of</strong> the silver pound is legendary? Certain organizations, with a higher than average mix <strong>of</strong> emotional or complex<br />
enquiries (<strong>for</strong> example local housing authorities, chronic illness or emotional health charities) are more likely to<br />
consider retaining <strong>voice</strong> to accommodate their customers’ specific needs and conduct sensitive conversations. Voice<br />
will always play a part in crisis management situations such as emergency services. Maintaining service levels<br />
depends on having agents available at the right time, there<strong>for</strong>e to ensure <strong>survival</strong> when only a human will do, WFM will<br />
need to take priority<br />
6. Look at the agent journey – customer journey mapping is a hot topic but if a customer has a life cycle, what is the<br />
lifecycle <strong>of</strong> the agent? Enriching the agent journey will make them happier and more productive. Look at each stage –<br />
recruitment, training, working, personal development, potential attrition – to identify the delights and the pain points<br />
and then find the solutions and technology necessary to support them. Building agent friendly schedules and providing<br />
advisors with the right tools to handle customers, based on their own judgement, improves customer loyalty and<br />
delivers the quality <strong>of</strong> service that all customers deserve and expect.<br />
Adaptability and flexible WFM is the name <strong>of</strong> the game and will ensure the <strong>survival</strong> <strong>of</strong> <strong>voice</strong> <strong>for</strong> many years to come. Act<br />
now to face facts, address the challenges ahead and take positive <strong>step</strong>s to support the evolution <strong>of</strong> <strong>voice</strong>. Make the<br />
most <strong>of</strong> this trusted channel and robust WFM to create high-per<strong>for</strong>ming agent teams and maintain exceptional levels <strong>of</strong><br />
customer service now and into the <strong>future</strong>.<br />
Annika Edberg, Senior Project Manager and Consultant at <strong>Teleopti</strong><br />
[i] ContactBabel’s UK ‘Contact Centre Decision-Maker’s Guide 2017-2018.<br />
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[ii] Call Centre Helper ‘What Contact Centres are doing right now’ 2017 survey<br />
[iii] Call Centre Helper ‘What Contact Centres are doing right now’ 2017 survey<br />
View Related News<br />
Category: Technology<br />
Region: Europe<br />
Tags (meta-keywords): work<strong>for</strong>ce management, call centre s<strong>of</strong>tware, <strong>contact</strong> centre technology<br />
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