Customer care within the contact center space is downright competitive these days thanks to the integration of cutting-edge technology and consumers’ heightened demand for a flawless customer experience. Hence, if your contact center agents don’t have quality technologies to support their efforts with customers, the experience they provide your customers is likely falling short of expectations.
In fact, a recent study revealed that 73 percent of customer care professionals have difficulty meeting their performance metric goals. Furthermore, 27 percent of those respondents revealed that outdated technology is the biggest hindrance to meeting their goals.
This means that contact centers need to make updating and utilizing more advanced technology a top priority. Additionally, contact center managers ought to set performance goal benchmarks so that they can ensure they’re maximizing their use of contact center technology.
For example, technology such as skills-based routing ensures that only agents who’ve been dubbed subject-matter experts handle specific categories of customer queries. As such, contact center supervisors can set a benchmark stating that agents must effectively address “x” number of customer inquiries in a specific category before they are considered experts. By so doing, supervisors can rest assured that pertinent customer inquiries will be addressed in a thoroughly knowledgeable fashion.
Another technology that is setting a new standard for contact center services is customized customer relationship management (CRM). For example, businesses that utilize third-party contact center services should evaluate whether their CRM technology complements the outside agents’ experience. More specifically, a best-in-class contact center will provide comprehensive tools such as screen pops, on-screen scripts, access to customer profiles and ability to edit scripts on the fly that support contact center agents during phone interactions with customers.
Agent-facing technology such as this will help agents meet their performance goals, as they will have more resources to leverage when servicing clients. Conversely, a lack of innovative contact center technology will negatively impact your business for the sheer fact that your competitors are using these advanced solutions right now to upgrade their agents’ performance. Indeed, without skills-based routing or supplementary CRM tools, you’re leaving the door open to comparative—and actual—uninformed and ineffective customer interactions.
Even if your agents’ inherent talent can’t be beat, providing them with tools to boost their success is how you’ll derive the most contact center service ROI. So … set goals, and use technology to help you reach them!
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.