4 steps to leading digital transformation in your contact centre


Johannesburg, 21 Jul 2016
Read time 6min 00sec

The digital transformation is defined on how to orientate the company to meet new customer needs and expectations according to new digital channels used to interact with brands, says Presence Technology. This new era request; processes evolution, culture adaptation, new training on technology, and focus all the company efforts in one direction to reach a great customer experience.

The main benefits of adopting the digital transformation are the following: reach a positive customer experience, an enhanced brand reputation, a streamline operations saving time and money, an improved management decision with more flexibility, a global management that also encourages creativity and innovation. The digital adoption in the contact centre is usually part of a global strategy across different departments within the company: IT, customer service, marketing, sales, etc.

After analysing internally and externally the data and the technology being used, companies will then pursue these four basis steps to perform the digital transformation in the contact centre:

1. Transform the leadership and agents empowerment

Digital leadership in the contact centre is not a role, it is a competency. Managers and supervisors need to coach their team, motivate their agents to offer a real and good customer experience when engaged with clients. They need to solve the issues agents may face such as training on new technologies: video, chat, social networks, forums and blogs to connect and share their experiences, or personal skills to assist customers and deliver the right experience according to the brand positioning. It is clear that productivity is still the main goal in your contact centre. However, if agents are motivated with the use of new communication channels and quality of service, then satisfaction to customers will increase. Managers need to listen to agents daily feedback, motivate them and empower their employees in the digital world.

To empower employees to adopt digital changes, the easiest way is to show how the adoption of the new technology simplifies current work within the contact centre and in the same way increase customer satisfaction to meet immediacy exigence mainly. The rules of customer engagement are changing to continue acquiring and retaining customers, organisations need to recognise how agents work, to motivate them and help them adapt to these new dynamics. Digitally dedicated agents to multi-skilled teams to provide an enhanced customer experience: live chat, e-mail, etc. is crucial.

2. Transform mobile devices omnichannel experience

Mobile devices are increasing instant interactions with the contact centre. Meet customers' needs anytime and anywhere, either in the store or through smartphones apps or with a Web site accessing through mobile devices is a must for contact centres due to millennials and generic customer's needs. Contact centres need to perform really well with multi-devices adopters and mobile applications. This communication has to be transparent for users and consistent through different channels. The use of customer engagement platform in the contact centre enables standardisation across mobile devices, social media activities to engage with the brand.

All the transactions and interactions has to be mapped with homogenous communications and contents thanks to e-mail templates, scripting follow up, video templates, well designed, really intuitive and simple to deliver a global customer experience.

The digital culture is also characterised by helping customers to self-serve and provide fast paced responses that combine written and voice communication in a conversational style. Self-services applications also help reducing inbound calls in your customer service and help increase quality of experience (QoE) given by your contact centre.

3. Create digital performance metrics

Evolution and effective performance monitoring and management of a contact centre is a necessity for business decision makers and this is a critical part of many companies. Contact centres have to follow a global dashboard with the four different KPIs:

* Cost Metrics: cost per call, cost per inbound contact centre call, and cost per customers to measure in details the operational efficiency of the contact centre. Companies will generally invest more efforts in customers with higher value for their brand.
* Productivity Metrics: number of inbound contacts/agents/weeks, number of social media interactions (not only phone interactions, but e-mail, chat, social media exchanges) are the general indicators companies need to monitor.
* Service Level Metrics: Average Speed of Answer, Call Abandonment rate (Percentage of call that were connected to the ACD but were disconnected), Delay in Queue, Self-service accessibility. All these metrics will allow to deliver a proactive service to customers.
* Quality Metrics: First Call Resolution, Surveys, Sentiment Analytics (number of positive versus negative social media comments), Customers Recording. These metrics lead to convert the voice of the customers who are calling our Contact Centre, in high value for the company analyzing the recording, the social media interactions by integrating our Contact Centre Software with Third Party additional tools such as speech analytics or other and thank to our SDK capabilities really easily. In this way, the Contact Centre will always meet the uniqueness of the Customer Experience.

A Global Monitoring Dashboard Performance Tool will allow you to gather all the data analysis in a global technology, to reach quick business impact decisions and implement great improvements.

4. Business-outcome Orientation

The shift towards greater engagement in your Contact/Collaboration Centre and mutual business success, also shift from a cost-focused relationship to a more business-outcome oriented one. Organizations need to focus on how to leverage great value-added services within the Contact Centre and how their customers spend more with their brand than just reducing costs. More than cost-savings, the organization needs to analyze well the data, the communication between different providers or technologies to improve the experience of each customer within the Brand.

Additionally, Digital businesses operate differently and run at a different pace. They emphasize speed and agility at all times, piloting new ideas, iterating, improving and delivering. They realize that their business-outcome and technology agendas are one in the same. They understand the linkage between Digital opportunity and growth opportunity. Their digital strategies always describe new business models and focus on profitable outcomes.

In conclusion, Digital Transformation will bring Contact Centre activities more and more towards proactive actions, using the information available from different communication channels as an overall strategy and business-outcome revenue generator. Contact Centres should be seen as a crucial strategic resource for organizations - creating the conditions to be ready for rapid evolution, ideally proactive and taking the lead.

Changing the status quo is part of business transformation.

Editorial contacts
Presence Technology Fabienne Ducarouge fducarouge@presenceco.com
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