Imagine a world where artificial intelligence (AI) and human expertise seamlessly intertwine, transforming the contact centre landscape as we know it?

As we embark on a journey towards 2030, the once futuristic notion of AI-powered contact centres is no longer a distant dream but a rapidly unfolding reality.

At Sabio Group, we have witnessed first-hand the evolution of AI and its transformative impact on customer service. From the early days of speech analytics and intent-based AI, which we successfully harnessed to enhance customer interactions, to the rise of conversational AI that redefined the way businesses engage with customers, we have been at the forefront of AI’s evolution in the contact centre.

However, this landscape is not a static one; it is relentless and ever-changing and continuously challenges us to adapt and innovate. Just as we began to grasp the full potential of conversational AI, the emergence of generative AI has once again shifted the goalposts; presenting new opportunities but naturally bringing with it further complexities. In this new world, the traditional roles of agents and AI are not merely evolving; they are undergoing a profound metamorphosis that will redefine the very essence of customer service.

What Today Is, Tomorrow Is Not

Today, agents stand as the pillars of customer support, with AI serving as a powerful ally in enhancing their capabilities. However, in the coming years, we will witness a remarkable inversion of roles. AI will emerge as the primary touchpoint for customers, taking centre stage in handling inquiries, resolving issues, and delivering personalised experiences. Behind the scenes, however, a new breed of highly skilled human agents will act as the guiding force, overseeing and fine-tuning the AI’s performance to ensure unparalleled customer satisfaction.

This shift will demand a cultural revolution within the contact centre industry, with the agents of 2030 becoming a far cry from their present-day counterparts. They will be the elite, armed with university qualifications and a deep understanding of AI’s intricacies. These “super agents” will possess a rare blend of technical expertise, emotional intelligence, and problem-solving prowess, enabling them to tackle the most complex customer challenges with finesse.

A Helping Hand

Sabio set up our AI practice more than 20 years ago and are – arguably – regarded as a true visionary in the space that has already begun paving the way for the contact centres of the future. With groundbreaking projects for clients like loveholidays and HomeServe, we’ve already demonstrated the transformative potential of AI in action.

For loveholidays, our support in helping them implement Twilio Flex, an AI-infused contact centre platform, resulted in a remarkable 20% boost in agent productivity. By harnessing the power of AI automation, agents were liberated from mundane tasks, allowing them to focus on delivering exceptional, personalised customer experiences.

Similarly, HomeServe UK’s partnership with Sabio unveiled the true potential of AI and automation in transforming customer journeys. Through intelligent self-service options and smart routing using Google’s CCAI tech, HomeServe UK witnessed a significant reduction in call volumes while simultaneously elevating customer satisfaction to new heights. The speech analytics project also identified those calls that were made as the result of customers being unable to complete digital journeys – thus helping the HomeServe digital team to focus on specific areas that were proving too complex for customers. This helped to unlock £1m plus annual return on its Speech Analytics investment.

As we stand on the edge of a new contact centre tech landscape driven by Generative AI, businesses must embrace this revolution or risk being left behind.

However, navigating the complexities of AI integration requires a steady hand and a visionary partner. This is where – in my opinion – Sabio’s expertise shines bright, and has proven itself over the years.

What will your AI strategy look like?

Our team are ready to guide businesses through the uncharted territories of AI-powered contact centres. By collaborating with Sabio, organisations can chart a course towards a future where AI and human talent work hand in hand, creating a customer service experience that breaks the boundaries of what was once thought possible.

The contact centres of 2030 will be a symphony of AI and human brilliance, delivering unparalleled efficiency, personalisation, and empathy. As customer expectations continue to soar, businesses that harness AI’s power will not only survive but thrive in this new era.

But, to realise this potential, the time to act is now.

Engage with myself or my team of experts at Sabio today and embark on a journey towards the contact centre of tomorrow.

The question is, will you be a pioneer or a spectator?

About the Author

Kevin McGachy is Head of AI Solutions at Sabio.

About Sabio

Sabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.

The Group, which includes ‘makepositive’, delivers solutions and services that seamlessly combine digital and human interactions to support exceptional customer experiences.

Through its own technology, and that of world-class technology leaders such as Avaya, Genesys, Verint, Twilio, Google, Amazon and Salesforce, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.

The Group works with major brands worldwide, including Aegon, AXA Assistance, Bankia, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Sainsbury’s Argos, Telefónica, Think Money and Transcom Worldwide.

The landscape of global business has been irrevocably altered by the emergence of call center outsourcing, a phenomenon that has reshaped the way companies interact with their customers.

Initially driven by the pursuit of cost reductions, this trend has evolved far beyond mere financial considerations. Businesses now recognize the value of accessing a global talent pool, tapping into specialized skills, and providing around-the-clock service to a global customer base. This evolution is not just a story of corporate strategy but a reflection of the transformative power of globalization and technological advancement.

Furthermore, the rise of call center outsourcing has been significantly influenced by the rapid development of communication technologies. Internet and telecommunication advancements have made it feasible and cost-effective to manage customer service operations remotely. This technological leap has not only increased the efficiency of these services but also broadened the scope of what call centers can accomplish, from handling basic inquiries to providing complex technical support and customer relationship management.

In tandem with technological advancements, economic factors play a critical role in this trend. For many companies, outsourcing is a strategic move to remain competitive in a market where cost efficiency can make or break a business. By leveraging lower labor costs in certain regions, businesses can reinvest savings into other areas, such as research and development, marketing, or expanding their product lines. This financial strategy has become a cornerstone for companies looking to thrive in an increasingly competitive global marketplace.

Despite these benefits, the shift towards outsourcing has not been without controversy. Concerns about job losses in developed economies and the impact on service quality are prevalent. However, as the industry matures, there is a growing recognition of the need to balance cost savings with ethical outsourcing practices and the pursuit of quality service. The narrative is no longer about replacing local jobs but about creating a global workforce that complements and enhances the capabilities of businesses worldwide.

The Global Economic Perspective

The economic impact of call center outsourcing extends far beyond individual businesses, influencing the global economic landscape. Countries that have become hubs for call center operations, such as India and the Philippines, have experienced significant economic growth in this sector. This growth has led to job creation, enhanced skill development, and increased foreign direct investment, contributing to the overall economic development of these regions.

On the flip side, the debate continues in countries outsourcing these services. While businesses benefit from cost savings and increased efficiency, there is ongoing discourse about the impact on domestic employment and the broader economic implications. This complexity is a hallmark of our interconnected global economy, where decisions in one part of the world can have far-reaching consequences elsewhere.

Moreover, the outsourcing trend has prompted a reevaluation of economic policies in many countries. Governments are increasingly focusing on creating a favorable business environment to attract outsourcing companies. This includes offering tax incentives, investing in education and training programs to build a skilled workforce, and improving infrastructure to support technological needs.

The shifting dynamics of global trade are also evident in the outsourcing industry. Traditional views of trade are being challenged as services, and not just goods, are now a significant part of international commerce. This change underscores the need for updated trade policies and international agreements that reflect the realities of a service-driven global economy.

The Impact on National Economies

Each nation grapples with the implications of call center outsourcing differently, based on its unique economic context. In countries that host outsourced call centers, the sector has become a vital part of the economy. It provides employment opportunities, often in regions where such opportunities were previously scarce. These jobs often pay well compared to local standards, leading to an improved standard of living for employees and their families.

In contrast, the narrative in countries that outsource these services is more nuanced. While businesses benefit from reduced costs and improved service capabilities, there is an ongoing discussion about the impact on local employment. This situation has led some governments to incentivize companies to keep call center jobs domestic, showcasing the delicate balance between participating in a global economy and protecting local interests.

The economic impact also extends to the development of infrastructure and technology in countries that host these call centers. The influx of foreign investment has led to improvements in telecommunications and internet services, which benefit not just the call centers but the broader population. This development can have a cascading effect, fostering other sectors of the economy and leading to overall economic growth.

However, the benefits are not without challenges. The reliance on a single industry can make these economies vulnerable to global market fluctuations. Changes in technology, shifts in business strategies, or political decisions in outsourcing countries can have immediate and profound effects on these economies. Thus, while call center outsourcing has been a boon for many, it also necessitates careful economic planning and diversification strategies.

Business Perspectives on Cost and Efficiency

From a business standpoint, the decision to outsource call center operations is often driven by the pursuit of cost efficiency and operational flexibility. By relocating these services to countries with lower labor costs, businesses can significantly reduce their operational expenses. This saving is not just in wages but also in related costs such as office space, equipment, and training. These savings can be substantial, especially for businesses with large customer service operations.

Outsourcing also offers businesses the flexibility to scale their customer service operations in response to changing market demands. During peak times, additional staff can be quickly added through the outsourcing partner, and scaled down when demand wanes. This level of agility is crucial in today’s fast-paced business environment, where customer expectations and market conditions can change rapidly.

Furthermore, call center outsourcing allows businesses to focus on their core competencies by offloading a non-core function. This focus can lead to improvements in product or service quality, as resources and attention are redirected to areas that directly contribute to the company’s value proposition. For small and medium-sized businesses, in particular, this can be a game-changer, allowing them to compete with larger companies by leveraging the resources and expertise of their outsourcing partners.

In this context, companies like SupportZebra, a leading company in call center outsourcing to the Philippines, are redefining the landscape of call center outsourcing. Their approach, which integrates AI technology to enhance efficiency and automation, offers businesses a sophisticated solution beyond traditional call center services. Specializing in sectors like eCommerce and SaaS, SupportZebra exemplifies how modern outsourcing partners can provide tailored services that align with specific industry needs. Their presence in the market reflects the evolving nature of outsourcing, where technology and customization play a pivotal role in delivering quality customer service.

Technological Advancements in Call Center Outsourcing

The call center industry has been at the forefront of adopting new technologies to improve service delivery. Advances in artificial intelligence, machine learning, and data analytics have transformed how customer interactions are managed. These technologies enable more personalized and efficient customer service, predicting customer needs, and providing timely solutions.

AI-driven chatbots and automated response systems are increasingly common, handling routine inquiries and freeing human agents to deal with more complex issues. This integration of technology enhances customer experience by reducing wait times and improving the accuracy of responses. For businesses, it translates to cost savings and improved efficiency, as AI can handle a large volume of interactions simultaneously.

Data analytics plays a crucial role in understanding customer behavior and preferences. By analyzing call patterns, feedback, and interaction history, businesses can gain valuable insights into customer needs and expectations. This information is critical in tailoring services, improving product offerings, and making informed business decisions.

The technological landscape of outsourcing is continually evolving, with new innovations emerging regularly. The future of call center outsourcing is likely to be marked by an increased reliance on technology, not just for efficiency but also for providing enhanced, personalized customer experiences.

The Social and Cultural Impact

The social and cultural impact of call center outsourcing is profound and multifaceted. For employees in countries hosting these call centers, the sector often provides better-than-average employment opportunities. These jobs can be a stepping stone to a career in technology or customer service, offering skill development and exposure to international business practices.

However, working in an outsourced call center can also present challenges. Employees often have to adapt to working in a different time zone, aligning their schedules with the countries they are servicing. This situation can lead to a disconnect with local culture and family life, impacting social dynamics.

Culturally, call centers act as a bridge between different parts of the world. Employees become familiar with the cultures and customs of the countries they serve, leading to a form of cultural exchange. This exposure can broaden perspectives and foster a greater understanding of global diversity.

Ethical considerations are also paramount in this industry. There have been concerns about fair labor practices, working conditions, and the overall treatment of employees in outsourced call centers. Companies and governments are increasingly recognizing the importance of addressing these issues, ensuring that the benefits of outsourcing are not overshadowed by negative social or cultural impacts.

The Future of Call Center Outsourcing

As we look to the future, the call center outsourcing industry is poised for continued growth and transformation. Emerging technologies like AI and machine learning are expected to play an even greater role, potentially reshaping the industry in ways we have yet to fully understand. This evolution will likely lead to more sophisticated and efficient customer service models, blending human expertise with technological innovation.

The geographic landscape of outsourcing may also change. While countries like India and the Philippines currently dominate the market, other regions are emerging as potential hubs. This expansion could lead to a more diversified and resilient global outsourcing industry, with different regions specializing in specific aspects of customer service.

Another key trend is the increasing emphasis on quality over cost. As the market becomes more competitive, businesses are recognizing the value of providing high-quality customer service as a differentiator. This shift could lead to more strategic partnerships between businesses and outsourcing providers, focusing on innovation and service excellence.

Environmental and social governance (ESG) considerations are also becoming increasingly important. Businesses are being held accountable for their outsourcing practices, not just in terms of efficiency and cost but also in terms of ethical and environmental impact. This shift could lead to more sustainable and socially responsible outsourcing practices, aligning the industry with broader global objectives.

Striking a Balance

The economic impact of call center outsourcing is a complex and multifaceted phenomenon, reflecting the intricate interplay between global economics, technology, and social dynamics. As businesses continue to navigate the opportunities and challenges presented by this trend, it becomes evident that the key lies in striking a balance. This balance involves maximizing economic benefits while mitigating the associated challenges and ensuring ethical and sustainable practices.

The benefits of call center outsourcing are clear: cost savings, access to specialized skills, and the ability to offer round-the-clock customer service. These advantages have made outsourcing an integral part of the business strategies of many companies. However, it’s crucial for businesses to approach outsourcing with a long-term perspective, focusing not only on immediate financial gains but also on building sustainable and mutually beneficial relationships with their outsourcing partners.

On a global scale, the outsourcing trend underscores the interconnected nature of today’s economy. It highlights the importance of understanding and respecting different cultures and labor practices. For countries that host outsourced call centers, the challenge lies in leveraging this opportunity for economic development while ensuring fair labor practices and sustainable growth. For outsourcing countries, the challenge is in balancing the benefits of outsourcing with the need to maintain a robust domestic labor market.

Technologically, the future of call center outsourcing is poised for exciting developments. As AI and automation continue to advance, they will undoubtedly transform the industry, making services more efficient and personalized. However, this technological evolution also brings the responsibility of ensuring that these advancements lead to better employment opportunities and working conditions for those in the industry.

Finally, call center outsourcing is more than a business trend; it’s a reflection of our globalized, digital world. It presents opportunities for economic growth, cultural exchange, and technological innovation. As the industry continues to evolve, it will be essential for businesses, governments, and individuals to work together to harness these opportunities responsibly. The goal should not only be economic efficiency but also the creation of a global workforce that is skilled, respected, and valued. In this way, the economic impact of call center outsourcing can be a force for positive change, both for businesses and for the communities they touch.

Businesses are continuously on the lookout for innovative approaches to enhance their customer outreach and engagement strategies.

However, one essential element of customer communication often goes unnoticed – outbound voice communication. This traditional yet robust channel, when implemented with contemporary strategies, has the potential to significantly elevate customer relations and fuel business growth.

Understanding Outbound Voice Communication

At its core, outbound voice communication involves proactive contact with customers or prospects through calls initiated by the business. This method is not just about sales; it’s an opportunity to provide value, gather feedback, and build lasting relationships.

Outbound voice communication serves as a powerful tool for businesses to directly connect with their customers and prospects. It allows companies to go beyond the limitations of written communication, such as emails or text messages, and engage in real-time conversations. By initiating these calls, businesses can provide personalized assistance, address inquiries, and offer valuable insights and recommendations.

In addition, outbound voice communication is not only about sales. It also allows businesses to gather feedback, refine products or services, and enhance the customer experience.

Building lasting customer relationships is a key objective of outbound voice communication. These conversations establish trust, show genuine care, and foster loyalty, demonstrating a commitment to customer satisfaction and long-term partnerships.

Setting Clear Objectives

When embarking on an outbound calling campaign, it is crucial to set clear objectives that align with your overall business goals. Defining specific objectives will not only guide your strategy but also help you measure the success of your campaign.

• Increasing Sales: One of the primary objectives for many businesses is to increase sales. Outbound voice communication can play a pivotal role in achieving this goal by proactively reaching out to potential customers and offering personalized assistance. By engaging in real-time conversations, businesses can address any concerns or objections, highlight the unique value propositions of their products or services, and ultimately drive sales.
• Gathering Market Research: Another objective for outbound calling campaigns can be to gather valuable market research insights. By directly contacting customers or prospects, businesses can gather feedback on their products or services, understand customer preferences, and identify areas for improvement. This data can inform strategic decision-making and help businesses stay ahead of market trends.
• Improving Customer Satisfaction: Outbound voice communication provides an excellent opportunity to enhance customer satisfaction. By reaching out to customers, businesses can proactively address any issues, provide personalized assistance, and offer valuable insights or recommendations. This level of proactive customer care shows a commitment to customer satisfaction and can significantly improve the overall customer experience.
• Expanding Customer Base: For businesses looking to expand their customer base, outbound voice communication can be a powerful tool. By reaching out to potential customers, businesses can introduce their products or services, establish a personal connection, and nurture leads. This approach allows businesses to go beyond written communication and build relationships that can lead to long-term partnerships.
• Measuring Success: Defining clear objectives also enables businesses to measure the success of their outbound calling campaigns. By setting specific metrics, such as the number of sales generated or customer satisfaction ratings, businesses can track their progress and make data-driven decisions to improve future strategies. Regularly analyzing campaign performance allows businesses to identify areas of improvement and optimize their outbound voice communication efforts.

Audience segmentation

Audience segmentation is a critical aspect of effective outbound voice communication. By tailoring your message to fit the specific needs and preferences of your audience segments, you can significantly enhance the effectiveness of your outreach. Utilizing customer data to segment your audience allows for more personalized and relevant communication.

Segmentation allows businesses to divide their customer base into distinct groups based on demographics, behaviors, preferences, or other relevant factors. By understanding the unique characteristics of each segment, businesses can create messaging and communication strategies that resonate with their target audience.

An outbound lead generation call center can deliver personalized experiences by treating every interaction as an opportunity to understand and meet the unique needs of each prospect. – Michael Mcguire, Contact Center Software Consultant @NobelBiz

Scripting and messaging

One key strategy for effective communication is scripting and messaging. Developing compelling scripts that are flexible enough to be personalized for different segments of your audience is key. These scripts should serve as a guide rather than a strict template to allow for genuine conversation. By customizing the message based on the specific needs and preferences of each segment, businesses can create a more personalized and engaging experience for their customers.

Adapting to changing market dynamics is crucial when executing new outbound lead generation programs. Call centers must be agile, leveraging advanced analytics and automation tools to stay ahead of competition and deliver targeted, personalized interactions. – Brad Butler, Contact Center Software Consultant @NobelBiz

Leveraging omnichannel contact center software, technology and tools

In addition to scripting and messaging, leveraging omnichannel contact center software, technology and tools can enhance the efficiency and effectiveness of your outbound voice communication efforts. Automated dialing systems, for example, can streamline the process of making calls, allowing your team to spend more time in conversation with potential or existing customers rather than dialing numbers.

To further elevate your outbound voice communication strategy, consider the transformative power of NobelBiz’s cloud contact center solution. This innovative platform seamlessly combines ease of use with a comprehensive suite of productivity tools, all while maintaining low IT overheads. With features like high server redundancy, built-in compliance tools, a unique proprietary Voice Carrier Network, and advanced omnichannel capabilities, NobelBiz OMNI+ sets the stage for unparalleled efficiency and effectiveness in customer outreach. Each client benefits from an individual cloud architecture, ensuring a tailored and robust solution for any contact center’s needs.

Training and Empowering Teams

Training and empowering your teams are crucial for the success of outbound voice communication. Providing comprehensive training and continuous support empowers your team members to perform at their best. Communication skills training can enhance the effectiveness of conversations and result in positive customer experiences. Ensuring that your team has in-depth knowledge of your products or services enables them to provide valuable information and answer questions confidently.

Regulatory Compliance and Ethics

Regulatory compliance and ethical communication practices are essential for building trust with your audience. Adhering to privacy laws and regulations is crucial to protect your customers’ information and your business’s reputation. Promoting ethical communication within your team helps to ensure that all interactions are respectful, transparent, and considerate of the customer’s preferences.

By incorporating these strategies for effective communication, businesses can optimize their outbound voice communication efforts and create meaningful connections that drive business growth. Tailoring messages to specific audience segments, leveraging technology and tools, and providing training and support to teams can enhance the effectiveness of outbound voice communication and ultimately improve customer relationships.

Conclusion

Incorporating effective strategies for outbound voice communication can significantly enhance your customer outreach efforts. By understanding your audience, leveraging technology, and empowering your team, you can create meaningful connections that drive business.

The Centers for Medicare and Medicaid Services (CMS) test call season is right around the corner, which means prospective beneficiary call centers are bracing themselves for the Accuracy & Accessibility Study.

The Accuracy & Accessibility Study is part of the CMS Star Ratings program and includes test calls that are made by CMS “secret shoppers” every year between February and June. The purpose of the test calls is to measure the accuracy of the information provided to a prospective beneficiary as well as the accessibility of interpreters in French, Spanish, Vietnamese, Cantonese, Mandarin, and Tagalog. The test callers ask a series of questions related to the plan’s policy, which an interpreter must interpret quickly and accurately.

While call center performance represents a small portion of an organization’s Star Rating, a lower rating can mean the loss of millions of dollars in reimbursements. Star Ratings are also a marker of plan quality and published on the Medicare Pathfinder (MP); if a plan receives a score of fewer than 3 stars for three years in a row, the plan is flagged with a low-performing icon. Medicare Advantage plans that receive a 5-star rating can enroll beneficiaries and market their products year-round.

Preparing for CMS test call season requires strategy, training, and a close-knit partnership with your organization’s language services partner, but the process doesn’t have to feel like a black box. Here’s how you can set your organization up for success.

Equip Your Agents for Success

It’s a stressful season, and you want your agents to feel at ease and confident that they’re armed with the knowledge and support they need to succeed.

• Set expectations with agents. Clarify their roles, goals, and performance expectations so they know exactly what’s expected of them and how they can contribute during CMS test season.
• Ensure that agents can quickly identify a CMS test call. Train teams to recognize the signs that a call is actually a test call—for example, overly scripted language or formulaic questions.
• Collect and share past questions. Because many questions are recycled from one year to another, it can be helpful to collect questions asked during past test call seasons to help your teams make a quick ID. Pass these along to your language services provider as well.
• Furnish agents with informational scripts. This can help them facilitate communication intended to educate and answer prospective beneficiary questions, even if an interpreter is not needed.
• Ensure that agents know how to access help. Make sure that they understand how to quickly and efficiently loop an interpreter in and that they have ample support during calls.

Reinforce Your Call Center Operations

While agents play a critical role in answering CMS auditor questions and looping in an interpreter when needed, their success hinges on the processes you put in place in the call center.

• Ensure that your organization is listed accurately on the Health Plan Management System (HPMS) list, which CMS uses to make test calls. Verify your toll-free beneficiary call center numbers, toll-free pharmacy help desk numbers, and current and prospective enrollee toll-free TTY numbers. Inaccurate phone numbers can cause you to receive poor results on the measures.
• Periodically review your call center’s internal processes, policies, and training protocols to make sure they’re up-to-date and reflect best practices. This includes things like establishing a phone line dedicated to your CMS calls and implementing an internal monitoring program to verify that every call your agents handle—regardless of whether the beneficiary needs an interpreter—is up to par.
• Staff up during test call season. Ensure that you are adequately staffing your call center during CMS-designated “usual business hours,” so your agents can answer test calls promptly.

Choose Your Language Services Provider Wisely

Whether you already have a partner in place or are evaluating potential partners, you should ensure that your language services provider is experienced with CMS call monitoring requirements.

• Ensure that your language services provider takes test call season just as seriously as you do. Learn more about the organization’s approach to supporting health plan clients before, during, and after CMS test call season. Look for a partner who has a comprehensive year-round program focused around CMS that targets not just interpreters but also their call center.
• Work with an organization that has a proven track record. A seasoned language services provider will not only be knowledgeable about CMS regulations, but will also staff interpreters who are familiar with CMS terms and test calls, able to correctly interpret and completely relay Medicare program information, and comfortable with protocols to ask for repetition or clarification to ensure accuracy.
• Make sure your partner has the right resources in place. Ensure that your partner has ample interpreters in the six languages required by CMS—including Tagalog, which can be difficult to staff for—and who are familiar with the precise terminology the auditor will be listening for.
• Evaluate the provider’s quality assurance (QA) processes, particularly around CMS calls. They should expect—and be willing—to take part in regular calibration sessions to review any calls that failed.
• Use the CMS test call season to bolster your relationship with your language services provider. Your relationship should be a collaboration, one that doesn’t end when test call season does. Share your test call results with your partner, so they can better decide where to put more resources to help you perform at your best next year.

Above all, ensure that everyone—from your operations managers and your agents to your language services provider—understands the critical importance of the CMS test call season. The process is designed to advance health equity, improve quality, and help eliminate health care disparities—and it can also impact your organization’s bottom line. By taking steps to prepare your agents, call center, and language services provider, you can feel confident that you’re putting your best foot forward.

About the Author

Kristin Quinlan serves as CEO of Certified Languages International (CLI), a U.S.-based, on-demand interpreting company founded in 1996. Kristin joined the company in 1999, rising to CEO in 2006. With over 250 employees and thousands of professional interpreters, CLI is a full-service language company specializing in remote interpreting services over phone and video in 230+ languages, servicing 20,000–30,000 calls per day. Thousands of organizations across the country rely on CLI to help them communicate with a growing demographic of limited English proficient (LEP) speakers in every industry, including financial institutions, call centers, insurance companies, government agencies, court systems, schools, healthcare systems and medical clinics, pharmacies, utilities, telecommunications, technology, retail, and technology companies. Under Kristin’s leadership, CLI isn’t just a provider of interpreter services, but an advocate fighting for the greater good of comprehensive language access.

About Certified Languages International

Established in 1996, Certified Languages International (CLI) provides fast and easy 24/7 access to 2,500+ professional interpreters over phone and video in 230+ languages, servicing up to 30,000 calls per day. Interpreters with industry-specific knowledge are carefully selected and stringently vetted to ensure they can provide effective communication between parties who speak different languages, which can help build trust between businesses and their clients. In addition to remote interpreting services, CLI offers a virtual interpreter call center solution, document translation in 100+ languages, transcription (audio, video, and Braille), and assessments for bilingual proficiency and interpreter skills. The company’s exemplary language services are complemented by its commitment to collaborative partnerships with clients, high-touch support, and extraordinary customer service. CLI isn’t just a provider of interpreter services but also an advocate fighting for the greater good of comprehensive language access.

As we step into a new year, the customer experience sector is gearing up for a transformative 12 months. It seems as though we talk about that every year – but I genuinely believe 2024 will finally live up to those expectations.

There’s been plenty of talking points in 2023; with the explosion of generative AI of course being the main one. However, this year we will see some real change in the industry.

I’ve pulled out some trends that I expect to see coming to the fore over the next 12 months, and I’d be eager to hear your thoughts if you agree or disagree – or even have a different viewpoint entirely. Indeed, we’ll be talking about many of these trends – and more – at our upcoming Disrupt events in both London and Madrid next year.

Experimentation Takes Centre Stage

The contact centre industry will become a hotbed of experimentation.

The rapid evolution of Artificial Intelligence (AI) – and specifically generative AI – is set to drive organisations to execute projects faster and embrace more of a ‘trial-and-error’ approach. Next year will be the year of executing projects faster, and generative AI will be a major player here. Within a matter of days, we will very quickly start to show value from generative AI-based projects. With that, I think you’ll see a lot of Proof-of-Concept projects that very quickly become real, tangible propositions which are then baked into broader CX strategies, for example within the likes of a Salesforce or Genesys-based contact centre infrastructure.

Another way to look at it is this. Every time an agent touches a keyboard, there’s an opportunity for automation. Businesses will be on the lookout for processes that can be streamlined and improved through AI, from chatbots handling routine queries to predictive analytics guiding decision-making.

The experimentation mindset will not only enhance efficiency but also elevate CX. Contact centres will increasingly use AI-driven tools to personalise interactions, anticipate customer needs, and resolve issues swiftly. As a result, customers will enjoy faster, more tailored support, and companies will benefit from reduced operational costs.

The Influence of Hyperscalers Will Persist

Hyperscale cloud providers will continue to be a significant force in the contact centre industry, particularly in the realm of data. In 2024, there will be a continued focus on structuring and extracting valuable insights from the ever-expanding pool of unstructured data. With the advancements in data analytics and AI, organisations are better equipped to harness this data goldmine.

By leveraging the insights buried within unstructured data, contact centres can enhance their understanding of customer preferences, pain points, and trends. This knowledge empowers them to offer more personalised and proactive customer service, thereby elevating the overall customer experience. The partnership between hyperscalers and contact centres will be crucial in unlocking the full potential of this data-driven transformation.

Cloud CCaaS Migrations Will Continue to Slow – But Not Forever

While the cloud has been a buzzword in the contact centre industry for some time, we’re witnessing a slowdown in Cloud Contact Center as a Service (CCaaS) migrations which I think will continue in 2024. Currently, only 25% of the market has made the transition to the cloud, primarily consisting of organisations with less sophisticated requirements.

This deceleration can be attributed to cost pressures and a cautious approach to large-scale digital transformation projects as well as a recalibration of priorities as organisations assess investments in AI. However, this pause is not indicative of a permanent shift away from the cloud. On the contrary, cloud capabilities are continually improving, making it an attractive option for contact centres seeking scalability, flexibility, and resilience.

Vendors, recognising the enduring demand for cloud solutions, are enhancing their cloud offerings, further bridging the gap between on-premise and cloud-based systems. As cost concerns ease and cloud capabilities continue to evolve, a resurgence in cloud CCaaS migrations is anticipated.

In conclusion, 2024 promises to be a year of significant transformation and innovation in the contact centre and customer experience industries. Embracing experimentation, harnessing data insights, and navigating the evolving cloud landscape will be key to staying competitive and delivering exceptional customer service.

As organisations adapt to these trends, customers can look forward to more personalised, efficient, and responsive interactions with contact centres in the years to come – with generative AI at the forefront of all things good in our industry!

About the Author

Stuart Dorman is Chief Innovation Officer at Sabio Group.

Sabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.

The Group, which includes ‘makepositive’, delivers solutions and services that seamlessly combine digital and human interactions to support exceptional customer experiences.

Through its own technology, and that of world-class technology leaders such as Avaya, Genesys, Verint, Twilio, Google, Amazon and Salesforce, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.

The Group works with major brands worldwide, including Aegon, AXA Assistance, Bankia, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Sainsbury’s Argos, Telefónica, Think Money and Transcom Worldwide.

The call came in early Sunday morning: “Our systems are down after a cyber-incident, and we need to get our contact centre back up immediately. Our customers cannot phone us, which is a major problem as all our other systems are down, so we are completely cut off.”

This was the desperate plea from a major, global healthcare solutions company – and one of our customers here at Sabio – after a devastating ransomware attack had crippled their internal IT infrastructure. This attack took down their on-premise contact centre, resulting in them having no access to critical customer data and communications. It was a nightmare scenario.

Our customer took immediate action – shutting down certain systems and seeking assistance from external cybersecurity and forensic IT experts. But what about the contact centre solution that is vital to its operations?

This is where Sabio comes into the picture. And we had a plan…

Within hours of that distress call, our team spun up a 100-seat cloud-based contact centre solution ready to support multiple European countries powered by the Twilio Flex platform.

By the start of business Monday morning, our client’s customers throughout Europe could once again reach service agents, thanks to Sabio’s quick action, extensive contact centre knowledge and the flexibility of the cloud.

The Sabio Advantage 

Our preparedness was no accident. We maintain detailed playbooks for these exact crisis scenarios and recently helped a multinational home emergency repairs and improvement specialist following a similar cyber incident earlier in 2023.

On that occasion, Sabio launched new Contact Centre Platforms in the UK and US within 24 hours after a cyber-attack hit the Home Emergency Specialist’s outsourced contact centre platform provider. The speed and agility shown by Sabio meant customer service was maintained, and policyholders continued to receive the support they needed.

Whether due to ransomware, natural disasters or simple human error, we know that system outages, even in public cloud solutions can occur. But with the right cloud-based tools and experience, we can get customers back online by providing replacement contact centre and automation solutions in a matter of hours, not days or weeks.

In this most recent case, we provided a complete and modern cloud contact centre platform, including identity management provision (including Multi-Factor Authentication), within 8 hours. This enabled secure agent access from anywhere (i.e. the agent’s homes) without reliance on existing potentially compromised credentials. It was the fastest and most resilient way to restore customer service capabilities.

A Cautionary Tale

The attack on our customer, a Fortune 500 company and S&P 500 member, shows that no organisation is immune to the growing threat of cyber-attacks.

Between January and March 2023, Sophos – a cybersecurity software specialist – commissioned an independent survey of 3,000 IT/cybersecurity leaders employed by organisations operating across 14 countries. It found that it cost companies on average $1.82 million to recover from a ransomware attack — and that doesn’t even include paying a ransom. For companies with annual revenue of less than $10 million, the average cost of recovery was $165,520. For companies with annual revenue greater than $5 billion, the average cost of recovery approached $5 million. On top of all this, 84% of private sector organisations hit by ransomware said the attack had caused them to lose revenue as a result of lost business opportunities.

So, whether for large enterprises or small businesses, the need for preparedness and business continuity planning has never been greater. Events that seemed unthinkable years ago are now lurking around every corner.

At Sabio, we make it our business to implement contact centre technology and truly understand your business and customer journeys. We’ll work with you to identify and create contingency plans should the worst-case scenario happen, and your customers need peace of mind you’re on top of it.

And if the worst does indeed happen – and it can happen to anyone – you can trust us to bring calm, confident and rapid support when needed. That’s the Sabio way.

Don’t wait until you’re pleading for urgent help on a Sunday morning.

Reach out today, and let’s build cyber resilience and contact centre business continuity plans together. Your customers are counting on it…

In the meantime, read in full how we helped another customer, a multinational home emergency repairs and improvement specialist, recover after a cyber-attack rendered their contact centre platform inactive in the UK and US.

About the Author

Rob Scutchings is Chief Technology Officer at Sabio Group.

Sabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.

The Group, which includes ‘makepositive’, delivers solutions and services that seamlessly combine digital and human interactions to support exceptional customer experiences.

Through its own technology, and that of world-class technology leaders such as Avaya, Genesys, Verint, Twilio, Google, Amazon and Salesforce, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.

The Group works with major brands worldwide, including Aegon, AXA Assistance, Bankia, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Sainsbury’s Argos, Telefónica, Think Money and Transcom Worldwide.

When selecting a contact center to assist your company, you want more than outsourced services.

You want a partnership: a team of agents and managers that you would have been happy to hire. They not only answer calls and questions, but engage your customers in friendly conversation, enthusiastically representing your brand values.

If this sounds far from what you’ve experienced, you may wonder if it’s even possible to have this type of outsourcing solution.

It’s not only possible, but necessary in a market where customer experience often outweighs price and quality as determining factors in brand loyalty. In order to get there, you need to partner with a contact center that places employees and their training as its highest priorities.

Training: The Secret Ingredient

The right training solves a multitude of challenges, including high attrition rates, poor call resolution times and losing customers due to lackluster service. You might be wondering how a training program can mitigate so many of the common challenges that normally plague in-house contact centers.

It’s true that no ordinary training program can do all of these things. It requires a personalized, innovative approach to training. It’s far more than simply sharing a brand message with a team of agents or a quick orientation before they take their first calls. A true partnership between your contact center agent and your customer requires a belief in customer empathy and a rigorous (but highly positive) training structure.

Our team at Protel BPO, located in Belize City, Belize, from contact center agent to Quality Assurance to Team Lead and upper-level management practices empathy daily. Our rigorous training, called Brand Camp, helps our team with specific skills toward understanding and being sensitive to the needs of each individual customer they connect with.  Empathy as a core value also means fewer escalated calls and faster resolved calls, and it shows in our data.

Here are the Five Basic Elements of the Protel BPO Brand Camp:

The Right Team: Any exceptional contact center begins with exceptional candidates. Protel BPO agents are selected from a fast-growing contact center labor pool. In fact, labor shortages aren’t a problem at Protel BPO. In Belize, the contact center industry is the 4th largest in Belize, and growing. Jobs are favored and sought after, and Protel BPO maintains a high retention rate. Not only do we have an enthusiastic labor force, but our ongoing incentives and trainings create an environment where our agents are excited to come to work.

Brand Immersion: Over a two-day intensive session, Protel BPO agents learn not only about products and services, but about values and messaging, even learning the specific phrases you prefer they use and those they should avoid. Working closely with our leadership, the atmosphere is positive, generous and motivated toward one shared goal: Our clients’ success.

Integrated Agent & Leadership: A Brand Camp approach is an open-door environment, encouraging the interaction between agents and managers for exceptional service.

Ongoing Incentives: With the right incentive program, agents want to keep learning about the brand, developing their communications skills and progressing toward better and better service.

Daily Refocus: At Protel BPO, Brand Camp never ends; daily reminders of the brand values and identity occur in the context of updates about promotions or the highlighting of a particular product line.

A Real-Life Example of Protel BPO Brand Camp in Action

When a Fortune 500 retailer closed many of its brick-and-mortar stores during the pandemic, they required the services of a contact center services provider to handle customer service for their online sales.

The retailer partnered with a contact center that fully embraces the Brand Camp approach. The retailer was highly involved in Brand Camp, and not just at the beginning, but on an ongoing basis, even stationing an employee at the contact center to be a part of the team.

In the early stages of Brand Camp, the retailer equipped contact center agents with three weeks of training and presented them with a 500-page step-by-step guide to handling every possible customer request, inquiry and challenge.

As the agents began serving the retailer’s customers, detailed reporting assisted the leadership from both companies to determine how to shape ongoing training items. They also were able to closely track KPIs, such as Average Order Value.

In addition to the on-site retail employee, a corporate team from the retailer visits regularly, which allows the two companies to enjoy shared values and goals. It’s an arrangement that works far better than a simple contact center and client relationship.

Hear From the Protel Team:

Two employees of Protel BPO share about their experiences with serving the retailer with a Brand Camp approach.

“What makes us different is that we use several different case studies or scenarios that actually happened in weeks prior and we use those to add to the agenda for the training with the supervisors and QA’s.

We seize every opportunity to improve the way our agents serve our brands. It is the process of having constant meetings, communication, email and really teaching them and showing them where they need improvement. We praise them when they do well and post it on the blog, we give bonuses, we give incentives. We try to get them excited about doing well; making sure they want to be here and are willing to go the extra mile for our clients.”

–Illiana Pollard, Operations Manager

“I’m a certified teacher, so I have my license and everything to teach kids, but I love working at the contact center for this retailer. So, I teach what I love.

It’s not really like hard work; we work hard but we have a family culture. We know everyone. We talk to everyone.

You will meet the owner. You will meet the CEO. You meet them in the breakroom and even when the clients come it’s like they’re not restricted. We all talk to each other. There’s an open door policy for all of the campaigns and all of the managers and QA’s and all levels. It helps you to stay with your employer, cause we’re at work, but work feels like home because of the openness.”

–Moesha Ifield, Trainer

Why Protel BPO Embraces the Brand Camp Model

At Protel BPO, the company culture focuses on taking care of people as the top resource and top priority. While it may not seem immediately obvious why prioritizing employees would lead to better results for clients, it has proven to be a reliable business model.

“Basically, who we are is our employees. We try to invest a lot in terms of our facilities; we try to invest a lot in technology, but when it comes down to it, what we really do is about people.”
                                                                        –Kevin Herrera, CEO

With attractive incentives and a development approach that promotes from within, Protel BPO employees know they are valued and that they have a future at Protel BPO. This translates into contact center agents that enjoy their jobs and appreciate the opportunity to serve customers.

If you are simply looking for a contact center services provider, there are plenty of options available. But if you are interested in developing an integrated service model with a business partner that adds value, look for a contact center that uses a comprehensive training approach and values its employees as its greatest asset.

About the Author

Kevin Herrera is Founder, CEO, Protel BPO.

About Protel BPO

Located in Belize, Protel BPO is a nearshore contact center service provider that offers unparalleled service, competitive rates and highly trained agents working as an extension of your company. Founded on a culture that rewards agents with fair wages, incentives and a positive work environment, Protel BPO has created a setting where happy, engaged employees offer the best customer experiences. Learn more at www.protelbpo.com.

Providing excellent customer service is key to the success of your call center, and having sound strategies in place can help make that happen. Follow these helpful tips to ensure a smooth running call center environment in 2023.

1. Establish Clear Priorities: Establishing clear priorities is essential for effective call center management. Focus on understanding the customer’s needs, and make sure to outline specific strategies before taking action.

2. Monitor Performance: Closely monitor performance levels in order to identify areas of improvement and make necessary adjustments. Regularly review data and metrics to ensure that targets are being met and customer satisfaction is high.

3. Develop Detailed Procedures: Develop detailed procedures for handling calls effectively, including scripting if necessary. It’s important that all staff members follow these procedures closely, so customers receive uniform service quality from each representative.

4. Train Agents Properly: Invest time and resources in initial training as well as ongoing skill development for agents, so they can handle their tasks adequately and competently respond to inquiries quickly and professionally.

5. Make Use of Technology: Utilize cutting-edge technology such as artificial intelligence (AI), natural language processing (NLP) and call routing software to increase efficiency in the contact center environment.

6. Accept Customer Feedback: Provide customers with an easy way to leave feedback about their experience on the phone or online chat interactions so you can better understand how your services are being received – then use this feedback to improve performance levels over time.

7. Focus On Quality Assurance: Implement a system of quality assurance to help ensure quality standards are met throughout each call experience; communicate these expectations clearly with agents before they begin taking calls and provide regular coaching if needed based on results from QA processes adopted by the company.

8. Maintain Professionalism: Make sure all representatives demonstrate professionalism during each interaction with customers – this may include things like speaking clearly, remaining calm under pressure, responding promptly etc., depending on the kind of services your call center offers this will vary accordingly but it’s important that agents remain professional at all times while interacting with buyers or prospects alike.

9. Analyze Data Collected from Calls: Carefully analyze any data collected from incoming calls or chats in order to gain insights into customer demands or behaviors which could help inform future decisions or policies within your organization; this could also be valuable when trying to optimize campaigns or sales tactics based off of existing customer trends and patterns observed through analysis conducted over timeframes both short term and long term.

10. Embrace Change: Stay flexible enough to embrace changes when necessary; it’s not uncommon for organizations who don’t keep up with current trends and technologies within their industry to fall behind quickly – utilize emerging technologies such as AI, machine learning, automation systems etc., which can help streamline operations and reduce costly mistakes made by manually executing tasks which can greatly improve overall success rate within your organization.

By implementing the proper techniques, your call center will be able to deliver exceptional service and generate substantial rewards for your business this year—and for years to come.

If the festive season left your frontline staff frazzled, now is the time to give them a welcome energy boost. Magnus Geverts shares his top tips for beating agent burnout—and the competition—in 2023.

Despite the cost-of-living crisis, research from Statista predicted that retail sales during the holidays were expected to reach more than £82 billion in the UK, the busiest shopping period of the year when customer queries typically increase dramatically. Great news for businesses that rely on the festive season to tide them over during the leaner months but extremely stressful for agents in contact centres. 2023 has arrived and the same tough economic challenges prevail, requiring urgent remedies to beat agent burnout and restore the contact centre to full health for a profitable New Year.

Your 5-step Detox Programme Starts Here

The New Year is the perfect time to turn realistic health intentions into reality. Blend strategies for enhanced emotional wellbeing with the latest agent-empowering technology to ensure frontline staff are feeling fit and healthy. Here are our top tips:

1. Get the foundations right—start by tackling the major stress triggers in your contact centre when the calls flood in from customers wanting to return or exchange their gifts. Don’t know what they are? If you don’t have automated analytics tools then simply ask agents directly—they will welcome the opportunity to be involved and asking shows you care and value their input. Next, rethink flexibility—what does it mean for your agents in 2023? Could experimenting with different scheduling techniques be effective? Remember to build mandatory rest time into schedules so agents can recharge their batteries. Managers might also consider developing a special DIY de-stressor kit, full of practical tips to reduce stress levels, whatever the season.

2. Build a team of brand guardians—as consumers continue to tighten their belts, competition is fiercer than ever and contact centres need to engage more intimately with customers to influence brand perception, win sales and build longer-term loyalty. Encourage agents to perfect a compelling storyboard that makes your product or service offering stand out from the crowd. Inspire and motivate team members through gamification, offering rewards to those who share their successes and learning with others. A quick Zoom call at the beginning of the day or an online video that can be watched at leisure is all it takes. This gives everyone the chance to embrace their new role as brand guardians while customers will pick up on their positive energy and enthusiasm.

3. Focus on soft skills—today’s brand guardians require a broader skillset because today’s customers want efficient service with the human touch.  Reassess agent training programmes to make sure they are ready for the year ahead. Blend traditional hard skills such as speedy resolution of customer problems and product knowledge with softer skills. Focus on the top five behaviours that are the hallmarks of good customer conversations: empathy, helpfulness, adaptability, active listening and patience. To minimise stress, empower agents with practical coping mechanisms for dealing with frustrated customers. For example, rather than over-use the word ‘sorry’ to pause a conversation or fill voids, encourage frontline staff to show genuine empathy with an opening response such as, “I know late deliveries are not acceptable and very frustrating for you”. Closing the conversation with a positive resolution of, “let’s see how we can put this right,” is a simple way to keep customers on your side while boosting agent confidence.

4. Introduce ‘lifestyle’ scheduling—and make it an intrinsic part of your wellbeing strategy to beat agent burnout. Self-service automation allows agents to build and edit their own schedules around their life rather than the other way round, in real-time, using their mobile devices. This new form of ‘lifestyle scheduling’ is particularly beneficial to hybrid working when domestic chores and work duties naturally heighten stress levels. Moreover, giving agents greater control over their work-from-home (WFH) regime will leave your brand guardians energised to deliver exceptional customer experience (CX).

5. Analytics are the way forward, inside and out— these modern-day miracle-workers capture and analyse data from within the contact centre and beyond, converting data into valuable business intelligence that can be used to enhance the agent and customer experience. Consider deploying Voice of the Employee (VoE) analytics to capture how agents are feeling to identify those who are struggling and need extra support. Next, boost agent confidence to deliver stellar customer experiences by introducing Voice of the Customer (VoC) analytics. These clever tools release intelligent insights that give frontline staff a complete understanding of their end-to-end interactions including mood on every step of the customer journey. Meanwhile, they help supervisors uncover potential knowledge and skills gaps to refine and strengthen agent coaching and training. It’s a winning combination that allows the whole contact centre to flourish as brand guardians and make 2023 your best year ever.

For more ideas on how to beat agent burnout and deliver an outstanding customer experience, download Calabrio’s Workforce Wellbeing Toolkit or visit www.calabrio.com.

About the Author

Magnus Geverts is VP Product Marketing at Calabrio.

Calabrio is a trusted ally to leading brands. The digital foundation of customer-centric contact centres, Calabrio helps enrich and interpret human interactions, empowering the contact centre as a brand guardian.

We maximise agent performance, exceed customer expectations, and boost workforce efficiency using connected data, AI-fuelled analytics, automated workforce management and personalised coaching.

Only Calabrio ONE unites workforce optimisation (WFO), agent engagement and business intelligence solutions into a true-cloud, fully integrated suite that adapts to your business.

Contact centres are giant candy stores full of rich, tempting data but how do you choose and where do you begin? Jim Davies shares five delicious tips for mastering effective data collation and optimisation.

I remember the good old days when sweet shops existed on every street. The walls were lined with shelves, filled with large plastic tubs of our favourites—rhubarb and custards, pear drops, lemon bonbons, kola cubes, flying saucers… Happy days.

If I owned a sweet shop, I’d be somewhat rotund as I am rather drawn to a sweet or six, apart from evil products like liquorice wheels and dolly mixtures that really need to be banned.

Bringing this ramble around to customer service, I feel the industry is very much like the sweet shop, but with a very slim owner. Our sweets are our data sources. We have a lot of different types and a plentiful supply, but they are just sitting on the shelf being ignored. And, it’s not just me, the latest statistics prove it. While consumers increasingly expect a personalised, seamless experience across all channels, 71% think contact centres are siloed within their organisation and 43% say this negatively impacts the overall customer experience (CX). 

So, ditch the New Year diet. We should be gorging on the feast in front of us. After all, you’d never trust a skinny chef so why trust a skinny sweet shop owner?

5 Essential Ingredients for the Perfect Data Pick ‘n’ Mix

While data collection isn’t new, many organisations still aren’t capitalising on the true voice of the customer. There are several steps you can take to manage the gold mine of sweets, well, data coming in and out of the contact centre:

1. Access data holistically

There’s a myriad of sweets in the shop but they are usually in individual jars. Similarly, you’ll probably find your data comes from multiple places, different silos where the perfect customer experience falls into a black hole.  Aim for seamless data. Moreover, when you add new channels, make sure they are fully integrated with the rest of the systems in your contact centre. A customer should be able to channel surf and if they do end up speaking with an agent, ensure that agent has access to the full journey and associated information captured along the way.

2. Analyse data properly

It’s not just about buying a great analytics tool, you need the right level of human competency to bring it to life. Dedicate the necessary budget to ensure you have appropriately trained resources to help better understand what all that data really means. Start with the wealth of information held in call recordings and post call surveys – is it chatbot containment? Is it agent availability? Is it agent knowledge? Picking up on the loudest customer frustrations and striving to resolve these will have the biggest impact on CX.

3. Actions not words

Over the past few years, the emphasis has moved beyond collection and understanding of data to actions. Make data insights actionable to drive tangible business value. For example, give a supervisor a top 5 list of to-dos that will have the most impact on their goals. This could be as simple as ‘send Fred on a product training course’ because your data has picked up that a customer was frustrated because Fred couldn’t help them.

4. Be a CX driver

Look beyond the contact centre and work with your Marketing, Sales, Product, and HR teams to identify how the voice of the customer can assist them. Currently, only 28% of contact centre managers admit to sharing data outside their organisation on a daily basis – half are only doing it monthly or even quarterly. It’s time for contact centre leaders to drive CX best-practice across the whole enterprise, whilst encouraging their agents to become brand guardians with the power to influence corporate perception, boost customer loyalty and profits using the data-infused sweets in their store.

5. Feast on the right technology

Speech and text analytics are no longer deemed witchcraft (I recall the days where that was a common perception). They are now proven AI-driven technologies, yet only a very small number of contact centres worldwide leverage them. Agreed, they’re not the cheapest of investments and you need a level of associated competency to get the most out of them, but the calorific rewards are enormous. Think about:

• • Operational Efficiency—such as checking for situations that should have been contained within a chatbot dialogue or is a growing potential category for self-service inclusion.

• • Customer Experience—classic examples are checking for active listening skills versus an improvement in customer sentiment or red-flagging when unnecessary call backs are causing frustration.

• • Growth—for example, actively looking for qualified opportunities by assessing an agent’s ability to overcome customer objections to a special offer and then coaching them accordingly.

All of these examples, and the data they unlock, are currently just sat on the sweet shop shelf being overlooked.  You will get value from the latest AI-driven tech, I promise, and I encourage you to at least pencil this technology in for serious consideration in 2023 and beyond.  To identify other gaps and opportunities that contact centres could be missing, download our latest report: “State of the Contact Centre 2022: Empowering the contact centre as brand guardian.”

About the Author

Jim Davies is Chief Experience Officer at Calabrio.

Calabrio is a trusted ally to leading brands. The digital foundation of customer-centric contact centres, Calabrio helps enrich and interpret human interactions, empowering the contact centre as a brand guardian.

We maximise agent performance, exceed customer expectations, and boost workforce efficiency using connected data, AI-fuelled analytics, automated workforce management and personalised coaching.

Only Calabrio ONE unites workforce optimisation (WFO), agent engagement and business intelligence solutions into a true-cloud, fully integrated suite that adapts to your business.