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In March 2023 the European Contact Center and Customer Service Exchange (ECCCSE) conducted a survey of 6,000 consumers from six different European countries. Against the backdrop of supply chain challenges, the conflict in Ukraine and unpopular political policies, the ECCCSE made seven significant discoveries. Among these, two stand out, indicating a potential shift in the ongoing evolution of customer service:
These findings were consistent across all six countries, despite variations in communication styles, level of industry tech adoption and political environments. This may not be surprising, but it is significant. As noted by the ECCCSE and the professionals contributing to the research, two important conclusions can be drawn with implications for contact centers providing service:
Previous experiences wield immense influence; they serve as the benchmark against which consumers assess service quality. Exceptional experiences raise expectations, while poor ones significantly lower the bar. Regardless of whether it’s a luxury brand or a budget option, consumers inevitably compare their experiences, and the effect is underscored in the research findings.
Consumers are now exposed to a wide array of experiences and service quality due to varying levels of contact center investment in digitalization and channel integration. Increasingly aware of what organizations can achieve, consumer expectations are rising. This phenomenon becomes particularly pronounced in times of uncertainty when the need for support and urgency of resolution intensify.
The desire to meet these escalating standards will be reflected in the evolution of customer service. However, it’s important not to mistake rising customer expectations solely as emerging digital needs. At its core, the driving force remains the same: swift resolution. High-tech and digital solutions merely introduce newfound efficiencies, bolstering the strategies of the world’s most successful organizations. However, when implemented poorly, tech can lead to high-effort journeys marked by frustration-induced channel switching and repetitive interactions; precisely the opposite of what customers seek. This leads to the second conclusion and the concept of appropriate service.
Recent global events and instability undeniably impact European consumers. Across all six countries surveyed there were high levels of uncertainty and financial difficulty. With heightened vulnerability, the urgency and complexity of queries shoot up and the repercussions of an interaction may also have wider ramifications. It’s not just about processing a refund; it’s about preventing overdrafts and avoiding extra fees. It’s not merely securing a delivery slot; it’s ensuring a meticulously researched item, fitting within a tight budget, can be delivered and checked for damage amidst a hybrid working schedule.
Though widespread digitalization and well-integrated 24/7 self-service touchpoints offer many customers welcome convenience, every contact center professional knows the channel of choice for queries in this context: voice. Contact centers that heavily invest in digitalization, hoping it will suffice for service while streamlining costs, might experience rising customer dissatisfaction. It’s not a matter of lacking a diverse array of touchpoints; it’s about whether those pathways align with the current service context. If not, front-line agents can be exposed to higher volumes of emotionally charged and complex interactions, compounded by ‘unsatisfactory self-service’.
Even in the current climate, offering self-service isn’t solely an efficiency measure driven by contact centers. Many customers prefer this channel. However, promoting these services shouldn’t mean creating barriers or adding complexity to reaching an agent via the voice channel. This only increases frustration and negative sentiment. Consequently, after the initial effort to find the contact number, agents must invest even more effort to overcome customer dissatisfaction and establish rapport for a satisfactory resolution. Supporting customers efficiently and effectively demands clear unobstructed pathways to rapid resolution.
The emphasis, in the ongoing evolution of customer service, is clearly shifting back to the voice channel. Not only is it viewed as the most reliable route for resolving complex queries, but also it offers reassurance in sensitive situations. “I’m changing your records now”, “I’ve finalised your request” or “I’ve set up your new payment schedule” provide a tangible sense of progress and closure which diffuses customer anxiety.
If customers have higher expectations when it comes to rapid resolution and need easy access to agent-led support for complex and sensitive queries, how can contact centers optimize their services to meet these needs sustainably?
Utilise UCaaS connectors so experts from outside the contact centre can become an extended resource available to support first call resolution through direct interaction with customers.
Odigo works to provide an ever-expanding range of connectors and integrations as well as maintaining the Odigo Connect Marketplace for synergistic software. With Odigo as a partner, contact centers can keep evolving and leverage the best technology has to offer in pursuit of rapid resolution for customers.
If you would like more insights to inform your strategies the full ECCCSE Voice of the European Contact Center Consumer report, supported by Odigo is available on our website.
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