The pandemic has had a huge impact on the speed at which organisations have had to digitalise customer services. With contact centre agents initially being forced to work from home and consumers having to access services in different ways, organisations have had to embrace agility and new technologies to avoid being left behind. Now as necessity transforms into an expectation of choice these services need cementing into working practices.
As we move into the new year how can this journey towards an agile workplace that values the wellbeing and skills of agents also continue to enhance personalisation for customers? In 2022, we can expect to see customer service technology really taking centre stage as the investments organisations have and will make are leveraged to have maximise impact.
Artificial Intelligence (AI) is being recognised by more and more customer service decision makers as a critical component in delivering the customer experiences (CX) now expected from organisations. AI can successfully help organisations become more agile and efficient. Indeed, Odigo research released earlier this year showed 89% of UK executives will be looking into investing in AI within the next two years. Whether to improve contact centres (78%), build better customer support (72%), or simply to reduce contact centre costs (81%), UK respondents in the study consistently recognised the need to improve their CX and the role of AI in achieving those goals.
Natural language processing (NLP) is an AI process that turns text or audio speech into information that can be used by other programs. This technology has been developed over almost two decades. The information it creates can help throughout customer journeys from call qualification and routing to automated services. Advances and applications for NLP will only increase in the coming years.
Sentiment analysis and natural language understanding (NLU) are advances that help AI systems cope with the nuances and context of human speech, enabling them to see past the words themselves. Automated systems are now routinely used by customers but there will always be times, not necessarily tech-related, where frustration or even anger sets in. Now there is the ability to detect this so situations can be more quickly diffused by trained agents.
Leveraging what already works
While making full use of technology is something to get excited about in 2022, we need to remember that without agents customer services lose all their human connection. The beauty of technology is that it integrates into customer journeys to assist agents, and by taking over repetitive tasks, allow them to focus on where their skills are needed. Agent assist, next step prompts and intelligent routing all use the systems above to streamline services and connect customers with the help they are looking for.
With the increasing complexity of meeting customer needs economically using technology we predict a steady rise in Consultancy as a means of improving organisations CX and better serving customers. A strong consultancy partnership, like we offer at Odigo, can ensure organisations are investing the right way and in the most effective products that will improve the service customers receive. We know that CX is not one size fits all, and so it is important for the CX process to be designed in accordance with what businesses need.
Building strong training programmes for agents will further strengthen the relationships customers have with a business. Using the rise in vulnerable customers as an example, contact centre agents must be trained to expertly assist these customers, applying empathy and a light touch to every interaction. A recent Call Centre Management Association report supported by Odigo revealed two out of three UK adults (66%) self-identify as having at least one vulnerability. Not only has the pandemic taught us all the value in community and empathy, but to recognise not all vulnerabilities are immediately apparent. Through a seamless mix of agent and AI lead services CCaaS solutions cand customer satisfaction, retention and brand advocacy.
Organisations must also continue to harness their data to analyse their CX process and offerings, to better inform the decisions they make and improve the services given to customers. CX generates a wealth of data, from waiting times to customer reviews, and by effectively analysing this businesses can put in place solutions and processes that enhance overall customer satisfaction.
Finally, by continuing to adopt omnichannel tools for a channel-less approach to customer services, businesses can meet their customers on their terms. Omnichannel solutions ensure seamless interactions for customers anywhere, anytime and on any channel. This caters to a diverse audience and is proven to increase customer retention.
Innovation will move the dial
With all this in mind, it is clear that investment in innovation and new technologies will propel businesses forward as we move into 2022. The pandemic has brought about a new way of life and the ways in which consumers access customer service has been changed forever. Convenience and personalisation are the keys to the smoother, more efficient customer experience options that suit modern lifestyles. Businesses that act now will gain an edge over their competitors, build their brand’s reputation, and improve their own agents’ work satisfaction.
