Blog wolkvox, How do contact centers balance digital and human customer service?
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How do contact centers balance digital and human customer service?

The ethical debate, which takes place when talking about the role of Artificial Intelligence (AI) in automating processes which have been 100 % executed by humans, is historical and even endless. When considering the positions of those who affirm that in the future machines will do all the tasks and the humans will go into the background, in contrast to those who consider that both can coexist without inconvenience.

Regarding this, the International Business Machines Corporation, better known as IBM, affirms that "the purpose of Artificial Intelligence is to increase human intelligence, not replace it", but the company assures that although AI is here to stay and will impact on a large scale both companies and society, “this impact can be negative if the decisions that AI make are not considered as ethical or fair.”

This is how the historical debate continues after decades, and a possible conclusion could be found by posing the following question: how to balance digital processes, which can be solved by AI, with those that are typically handled by humans?

Contact centers have understood very well the importance of finding a balance between both when providing cloud solutions, which allow companies to serve their customers with high rates of efficiency, without forgetting empathy, a unique factor of human customer service.

Contact centers are deploying AI to automate processes to free agents from tedious and repetitive tasks so they can invest their time solving more personalized and complex requirements. “Prioritizing customer service cases utilizing digital self-service” is the advice Gartner Consulting recommends to contact centers in finding the right balance between both kinds of customer service.

The results of a study carried out by Verint, one of the most relevant US software companies in the world, in alliance with the firm Opinium Research, coincide with this "modus operandi" suggested by Gartner, which indicates that customers choose their contact channel interactions based on the complexity of their request.

This research in which 24,000 consumers from 12 different countries participated revealed that 79 % of them prefer to interact with people and 65 % indicated that better attention and service is provided either in person or by telephone. This reinforces the need for contact centers to find an adequate balance between digital and human interactions in order to satisfy customers.

That's the reason why today contact centers give customers the option of interacting with humans besides offering them the possibility of solving their requirements autonomously with the help of AI. wolkvox in addition to incorporating mail bots, voice bots, social bots, and customized IVR solutions with TTS, will enable organizations to be able to strengthen the capabilities of the traditional agent, both before reaching the customer and at the time of the interaction using tools developed with cutting edge technology such as:

wolkvox CRM: software solution focused on customer service, sales, and collection processes that allow managing and automating the relationship with customers from the cloud, integrating data obtained in operations by the agents with the analysis capacity of the tool in order to achieve a better customer experience.

wolkvox Meet: A cloud-based video conferencing application integrated with wolkvox Contact Center, which connects operations leaders with agents to facilitate online meetings, training, and staff onboarding.

wolkvox Agent: agent interface that integrates voice, instant messaging, and video, giving the advisor the possibility of managing different channels during a customer service interaction. The agent will be able to consult the customer's detailed account information in the database from the application.

Agent script: tool to develop a help script, which the agent must follow during their voice interaction with the customer. This speech is structured with decision rules and a forecast of the possible responses of the client.

Finally, digital and human customer service should not be excluding factors, but rather, understanding the client's need should be provided with the type of care most appropriate to it. In conclusion, Mary Wardley, vice president of Business Applications and CRM Software at ICD says that “human contact is still a critical factor among consumers, which raises the stakes for companies to seek the right balance to serve customers, retain them, influence sales, and increase their commitment and loyalty.”

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