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THE FUTURE OF
CONTACT CENTERS
LIES IN ENHANCED
CUSTOMER
EXPERIENCE

Author: Paul Gillin



For innovative businesses, the future of contact centers will be less a
catch-all for customer complaints and more a window into building unique
customer experiences. Paying attention not just to customers’ one-off
experiences but also to how they interact with your company over time is
critical for business success.

Contact centers have long been a good news/bad news scenario for customer
engagement. The good news is that when customers call, they are initiating a
contact and creating an opportunity for the business to build loyalty. The bad
news is that incoming calls are often from people who are experiencing
difficulty with a product or service. Keeping customers on hold, transferring
them multiple times and being unable to answer their questions only makes
matters worse, turning an engagement opportunity into a negative experience and
an unhappy customer. But new emerging technologies such as artificial
intelligence (AI) and next-gen technologies can help organizations provide
personalized experiences with seamless, instant and consistent interactions that
consumers crave.

SELF-SERVICE GETS SMARTER WITH DIGITAL CUSTOMER EXPERIENCE

Interactive voice response (IVR) is the technology that provides menus of
options that customers can navigate to have their questions answered without
speaking to a human operator. While IVR has been around for years, its track
record in enhancing customer experience has been decidedly mixed. Many companies
implemented IVR soon after it appeared as a means of saving money by replacing
human operators with menu options. Unfortunately, the convoluted decision trees
they created were often confusing and difficult to navigate. That only
frustrated customers more.

More recent advancements in IVR technology use artificial intelligence, voice
recognition and cloud integration to streamline the process. At the same time,
the popularity of digital voice assistants has made people more comfortable with
speaking to machines.

Virtual assistants can now understand even complex customer questions in
multiple languages and provide automated responses or route callers quickly to
appropriate agents. Powered by artificial intelligence, virtual assistants or
agents provide an automated, self-serve customer experience across digital
channels that is consistent and personalized. From the first interaction, you
can get customers an answer quickly using the channel most convenient for them.

Conversational AI, or Conversational IVR, represents the latest advancement in
Virtual Assistant technology. Conversational AI uses natural language-based
speech recognition and understanding to capture the caller’s intent and
anticipate caller’s needs. Conversational IVR can carry on conversations that
almost feel human, and lets callers interact with the system in their own words,
delivering an enhanced customer experience with lifelike interactions. 

CONTACT CENTER TECHNOLOGY TRENDS: FASTER, MORE ACCURATE ROUTING

Another major innovation affecting contact center technology trends is automatic
call distribution (ACD), a technology that automatically routes calls to service
representatives based on factors such as availability, expertise, language
proficiency and even prior customer interactions. Customers who struggle with
IVR menus can be proactively routed to a live agent, and VIP callers can be
placed at the front of the call queue. In today’s hybrid or remote work
environment, where agents can work from anywhere, features such as ACD can
significantly reduce both customers’ wait times and unnecessary call transfers
by connecting the customer to the right agent every time.

ACD systems can also be connected to an organization’s customer relationship
management and order history systems to automatically pull up a complete record
of the customer’s previous experiences with the organization before the
representative even answers the call.

ANALYTICS-POWERED AID

Perhaps the most revolutionary innovation among contact center future trends is
speech analytics—software that listens to conversations in near real-time and
takes action based on what’s being said. Speech analytics open a world of
opportunities that can allow businesses to use their call centers to spot
customer experience trends and make improvements. Some sample use cases include:

 * The software can detect emotion in customer voices and present
   representatives with scripts tailored to either soothe frayed nerves or
   encourage add-on sales, depending on the customer’s temperament. Managers can
   be alerted to intervene in a heated discussion and guide the call to a
   resolution.
 * Mentions of a competitor can be flagged and representatives immediately
   presented with an offer to head off a customer defection.
 * Multiple conversations can be scanned to look for patterns, such as repeated
   mentions of the same quality or usability issues.

In addition, the combination of all three of these innovative technologies has a
collateral benefit of empowering service agents to delegate routine problems to
software and focus on the most interesting and impactful issues. In a field in
which turnover rates can run to more than 40%, according to Avoxi, the value of
retaining skilled agents can’t be overestimated. Human operators will be part of
the future of contact centers for a long time to come. Technology can ensure
that they’re working on the issues that most impact the business and using their
talents to send customer experience trends in the right direction.

Learn more about how Verizon solutions can help you build the virtual contact
center of the future.

The author of this content is a paid contributor for Verizon.





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