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3 steps to becoming an agile contact centre

3 steps to becoming an agile contact centre
Thibaud Pietri
Thibaud Pietri Chief Product Officer

Leading brands understand how vital it is to be proactive, adaptive and flexible. In today’s fast-changing world, this means providing customers with convenient, effective and personalised customer support. For large organisations, implementing an agile contact centre does not just resolve a customers’ issues, it also enhances a brand’s reputation and drives growth.

November 18, 2020

What is an agile contact centre? Simply put, it is a contact centre whose approach is more flexible and proactive through the combination of disruptive technology and highly-trained professionals. Agile contact centres leverage a software-centric approach that provides elasticity and scalability through adaptive planning and flexible responses that can deal with sudden spikes and drops in traffic, whether through seasonal fluctuations or unexpected emergencies. No longer a cost, but a value-generating centre, the agile contact centre delivers world-class customer service through convenient, channel-less communication. 

Read on to discover the 3 key steps to making a contact centre agile and enjoy enhanced operational efficiency, elevated agent satisfaction and increased customer satisfaction (CSAT). 

Encourage an open organisational culture 

This openness should be reflected in attitudes and processes, especially in regards to silos. Whether data or departmental-related, eliminating silos within an organisation and the contact centre itself is crucial to achieving increased efficiency and improved customer experience (CX). Indeed, if a smooth customer journey is to be achieved, the flow of data and information should permeate through all departments. Agile contact centre managers know that only then can agents provide rewarding CX. According to research conducted by eConsultancy, most UK companies recognise the need for fluent cross-channel collaboration, yet 70% fall short of the mark. 41% of respondents see their organisation’s structure as a significant barrier to omnichannel CX. 

Open communication between departments, agents and channels is what customers expect, as having to repeat information frustrates them and damages a brand’s reputation. Agile contact centres integrate experienced experts into customer service teams or have them serve as coaches, even joining interactions if needed. The result is the formation of cross-functional teams with multiple functions able to resolve more than 95% of customer requests during first contact, as McKinsey points out. 

The era of specialised contact centres is over. As a result, multi-disciplinary advisors and teams must be able to handle end-to-end inquiries, which cuts costs and raises Net Promoter Scores (NPS). Not only are CSAT levels increased, but agents enjoy more autonomy in managing customers’ requests, which leads to higher agent engagement and improved agent experience (AX). 

Commit to open technology

According to Zendesk42% of customers bought more after a good customer service experience, while 52% didn’t buy from that company again. Achieving rewarding CX requires an alignment of organisational strategy, staff and support – often in the form of cutting-edge, disruptive technology. 

That’s why organisations are increasingly turning to cloud solutions. The inherent scalability, continuous innovation and flexibility empower contact centres by enabling them to design customised strategies that suit their needs and reflect their goals. Agile contact centres look to the cloud not just for cost-cutting benefits but because it accelerates digital strategies, enables seamless integration and provides reliable security. 

Connectivity is essential to this process. Connectivity means being open to collaborative tools like Microsoft Teams, AI engines like IBM Watson and Google Dialogflow and customer relationship management (CRM) providers like Salesforce, Microsoft Dynamics or Pegasystems. As accessibility facilitates open communication and coordination within internal departments and external, third-party experts, an agile contact centre is open to the entire CX ecosystem

Cloud technology gives advisors the ability to carry out their work from anywhere, needing only a reliable Internet connection to achieve this. Indeed, the fact that cloud-based solutions can be part of a contact centre without being physically in a contact centre is the number one reason why most companies have moved to Contact Centre as a Service solutions during the COVID pandemic. With web real-time communication (WebRTC), agents don’t even need a phone line. The increasing demand to work from home, due to unforeseen events, means agile contact centres need remote work capabilities to ensure business continuity and customer care quality. 

Reinforce the human element of customer experience

Agile call centre managers understand that CX still needs the human touch

With the help of AI-backed sentiment analysis that understands a customer’s mood and comprehensive agent consoles that provide a 360-degree view of a customer’s history, today’s agents have unprecedented levels of insight. Agile contact centre managers adhere to a data-driven approach and ensure it is operationalised to its full effect, meaning data is shared between relevant departments to provide the ultimate customer service. 

Contact centre managers are mindful that customers should not be transferred from one agent to another as this frustrates customers and agents alike. That is why agile contact centres use intelligent routing strategies to streamline resolutions by immediately connecting customers to the right agent, thus resolving their issue quickly. Intelligent routing increases first call resolution (FCR) rates, lowers abandonment call rates and adds value to customer and agent experiences. 

Contact centre managers should also leverage artificial intelligence (AI). Zendesk reports that AI-enabled conversational agents (bots) are expected to handle 20% of all customer service requests by 2022. Simple, repetitive tasks can be managed by AI-driven tools, enabling skilled agents to concentrate on more complex, high-value interactions that require empathy and the human touch.  

However, AI-powered tools should not be regarded as a replacement for agents, rather as assistants – actively supporting them in their duties to adopt the right tone and anticipate the best actions to take. The resulting operational efficiency cuts down on costs, elevates AX and achieves higher CSAT and loyalty. 

Agile contact centres should be the standard, not the goal 

As legacy systems become increasingly obsolete, contact centre managers are searching for Contact Centre as a Service (CCaaS) solutions that are scalable, flexible and intuitive. That’s why organisations turn to Odigo, a Visionary in the 2021 Gartner® Magic Quadrant™ for CCaaS for the second year running. 

To learn exciting insights about the present and future of CX, consult the 2021 Gartner® Magic Quadrant™ for CCaaS report. 

1. Gartner and Magic Quadrant are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.  

2. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.  

3. Gartner, Magic Quadrant for Contact Center as a Service, By Drew Kraus, Pri Rathnayake, Steve Blood, 9 August 2021  

Thibaud Pietri
Chief Product Officer

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