The Contact Center in 2020
If you’re old enough you may remember the television series Lost in Space, in which the Robinson family blasted off earth en route to Alpha Centauri, but went off course and couldn’t find their way home. The series debuted in 1965, but was set in the year 1997, a time when the show’s creators apparently envisioned interstellar space travel but not GPS.
That’s the thing about the future – it always catches up and eventually becomes the present. So when predictions begin appearing online about what the contact center will look like in 2020, it might be wise to pay attention, especially as 2020 is less than four years away. By preparing now for the changes to come, your contact center can get ahead of the technology curve, and provide better customer service than other companies in your industry.
Let’s take a closer look at what the future holds.
The Role of Contact Center Agents
As contact centers embrace multiple channels for customer communication, agents will have to be skilled in more than one discipline. Companies that have already incorporated email, online chat, texting and social media may have agents trained in one of these channels. But in 2020, most agents will have the knowledge and skills to shift from one assignment to another.
As customers embrace more self-service options, find answers to basic questions and handle simple orders and returns on their own, they will not have a need to reach out to a contact center unless the situation calls for more extensive information. That means agents will need to be prepared to handle a wider range of product and service issues. Obviously this impacts training – and may manifest in prospective agents going through a more in-depth orientation that includes spending a day or two with different business departments within the company.
However, even with all of this additional knowledge and instruction, agents will also need to retain the qualities that companies require of them now – strong communication skills and listening skills, courtesy and empathy, and the ability to make decisions and resolve issues through their own initiative. Management, of course, will have to bestow the freedom on these agents to rely on their training and intelligence to act.
Given all the demands on the agent, this is a job that will no longer be classified as an entry-level position. A higher investment will be needed in qualified professionals. The hope is this will not just pay off in improved customer service, but also lower attrition rates.
The Role of Contact Center Managers
While agents will become more intimately involved in operations, managers will transfer out of a primarily operational role and adopt a more “big picture” outlook on the organization, and the strategic role of the contact center. Rather than monitoring KPIs, managers will be meeting with executive teams from other divisions on how departments can successfully work together to deliver a more efficient end-to-end customer experience.
To make sure agents receive the training they need to prosper in the contact centers of the future, managers will also have to make sure the contact center is recognized as a profit-boosting segment of the organization, and worthy of the additional investment necessary to make sure it functions at optimal efficiency.
The Role of Customers
The term “contact center” has already replaced that of “call center.” By 2020, we may be referring to these entities as “customer interaction centers.” That’s because customers want more options for communication, as well as the ability to switch from one to another if it might get them on their way faster.
Most customer contacts are still conducted by the telephone. Some experts believe that dominant role will gradually shift to webchat, as Millennials and subsequent generations come of age in technology-driven world where the answer to every question can be found on one’s smartphone. Fortunately, tomorrow’s agents will have grown up with the same technology and will be equally adept at these interactions.
The Role of Workforce Management
Workforce management will play a more prominent role in tomorrow’s contact centers, as the drive to optimize resources will always be key to running a successful business. In the contact center that means accurate forecasting, as well as analytics, skills-based routing and capturing important customer data.
Some WFM solutions, including Monet WFM Live, can do that now. As workforce patterns change, and more employees opt for flexible scheduling to balance their jobs with their personal responsibilities, WFM will have to keep up with even more accurate resource planning, and by making it easier for agents to bid on shifts in a way that does not negatively impact customer service.
The Role of Analytics
Analytics already plays an important role in tactical decision-making. That figures to increase as the contact center plays a more prominent role in delivering actionable business intelligence. Customer data will become even more specific, providing guidance toward new customer-centric services.
The Roles We Can’t Yet See
Speculating about future technology is always risky, as we learned from Lost in Space. But we do have some indicators about where contact center-related systems are headed.
We have video chat now but we’re probably going to have a lot more of it by 2020, a result of easier access, more bandwidth and customer comfort with the video webchat they already use through Skype and other services.
So if more customers opt for video, what channels will that replace? Some might say the phone, but according to a recent survey by Call Centre Helper it is email that is most likely to fall out of favor.
As speech analytics is already improving the depth of data derived from every customer call, a voice biometrics component may be added to this functionality. With it, agents can authenticate a caller’s identity instantly, without the repetition of a social security number, account numbers or other personal information. That results in both a faster and more secure transaction.
Speaking of faster – that’s what customers want, both now and in the future. The next-generation WFM solutions will strive to shorten average handle time by being even more intuitive in anticipating how calls should be routed and how issues can be resolved. The concept of “self-learning” functionality is no longer relegated to science fiction. The contact center of 2020 will be staffed by better agents working with better data, to drive customer satisfaction and retention, and deliver better value at a lower cost.
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