Finding the Balance Between Human and Automated Delivery

Automated Delivery & Contact Centers

In early 2016, The Economist predicted the death of call centers. They predicted that this death, unsurprisingly, would come from the hands of rising technology. The author explains that, soon, call center workers will not be needed to perform repetitive tasks over the phone, as technology will handle those seemingly mundane activities.
 
Contact centers walk a fine line between implementing new technology and maintaining the human touch that customers appreciate and expect. Technology is transforming the way contact centers operate, offering the opportunity for a more efficient, compliant, and concise interaction with customers. But how do these technologies impact Customer Satisfaction (CSAT)? Has the industry seen a shift in CSAT with the rollout of new technology? Let’s take a look:
 

The Current Scope of Contact Center Technology

What is the technology supposedly leading this charge? Artificial Intelligence. It is believed that Artificial intelligence will grow to become a $47 billion market by 2020, impacting many contact centers that seek to take advantage of this technology and incorporate it into the customer experience.
 
However, this argument is a bit one-sided. There are certain tasks that this technology cannot perform such as individual relationship building and troubleshooting certain issues. Striking a balance between the two ends of this spectrum improve the customer experience and maximize CSAT.
 

Human versus Automated Delivery and CSAT

When choosing between human and automated delivery, the deciding factor should be the one that improves CSAT. But it isn’t that simple. Both methods impact CSAT due to the differing tactics they employ.
 
The Huffington Post reported that Artificial Intelligence in Contact Centers has increased CSAT scores by, “optimizing agent availability, wait times and opportunities for proactive service delivery.” Customers have responded well to the increased efficiency and opportunities provided through an increase in contact center technology.
 
On the other side of the spectrum, human delivery provides a unique alternative approach to CSAT. With these new methods of seeking help, calling a contact center is almost always the last option. Emotions are often heightened and agents are handling more challenging issues with frustrated customers. It is not easy for Artificial Intelligence to handle these delicate situations, while also achieving the desired results. In these instances, CSAT improves when customers have a positive interaction with a real agent that possesses empathy and personal judgment.
 
Artificial Intelligence can increase speed and compliance, but human interactions can lead to upsell opportunities and relationship building. Contact centers are challenged with finding the right balance.
 

Maintaining the Human Touch in a Technology-Driven Landscape

Agents often feel threatened by the increase in of Artificial Intelligence. Since their human touch and expertise remain crucial in driving business objectives, organization leaders should help agents understand their long-term value and role. Organization leaders need to provide the training in the art of blending technology with their human touch and traits. Teach the value of technology in increasing efficiency and compliance, while providing positive human-to-human experiences. Technology makes agent tasks easier, enabling them to focus more energy on these positive customer experiences.
 

The Future Contact Center Is Here: Are You Ready?

The contact center world is changing and Artificial Intelligence is leading the charge. There are opportunities for Contact Centers to vastly improve the speed and quality with which they serve their customers, but there still needs to be that uniquely human interaction. Find the balance within your organization as you evaluate the needs of your customers, agents, and business. One of the best ways to balance between human and automated delivery is to implement technologies that are able to blend human intuition and personal interactions and the required complex process systems. ProtoCall Lite is exactly this type of tool. To understand more about our unique software solutions call and schedule a demonstration.
 
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