In today’s business landscape, contact centers play a crucial role in providing quality customer service and ensuring cost control. However, contact center leaders are facing significant challenges. The top strategic priorities for these leaders are centered around customer experience and cost control. Unfortunately, many contact centers are falling short in meeting these priorities. This article examines the major challenges faced by contact centers, such as the inability to seamlessly transition customers between channels, high turnover rates, and the urgent need for improvement.
Inability to Seamlessly Transition Customers Between Channels
One of the key challenges faced by contact centers is the inability to effectively transition customers between different channels while preserving crucial interaction data. Surprisingly, only 7% of contact centers offering service across multiple channels have managed to overcome this hurdle. This means that valuable customer information, history, and context are often lost when a customer switches channels or interacts with different agents. This lack of continuity greatly hampers the customer experience.
High Turnover Rates in Contact Centers
Another pressing challenge faced by contact centers is the alarmingly high turnover rates. According to reports from contact center agents and managers, the average yearly turnover rate has now reached a staggering 60%. Such a high turnover rate not only affects the overall efficiency and effectiveness of the contact center but also has a negative impact on the customer experience. Constantly changing agents means customers may have to repeat their issues, leading to frustration and dissatisfaction.
It is evident that contact center and customer experience leaders need to step up and address these challenges. The current situation is not sustainable and is resulting in slipping customer experience standards. To prevent further deterioration, action must be taken promptly.
Addressing the Lack of Connected Channels
One of the primary concerns in contact centers is the lack of interconnected channels. Adding new channels without ensuring seamless integration and data preservation is akin to adding fuel to an already raging fire. Contact center leaders must prioritize creating a connected ecosystem where customers can effortlessly switch channels without losing valuable information. This will significantly enhance the customer experience and streamline operations.
Unsustainability of Current Numbers and Declining CX Standards
The high turnover rates and disconnected channels have a detrimental impact on customer experience across the board. Inadequate personnel, knowledge gaps, and information loss contribute to declining CX standards. This is simply not acceptable, and urgent action must be taken to reverse this trend.
Urgency for Reframing the Role of the Contact Center
To navigate their way out of this malaise, contact center leaders and senior executives need to recognize the critical importance of the contact center in the overall customer experience. It is necessary to reframe the role of the contact center and invest in its development and improvement. This starts with acknowledging the central role that contact centers play in shaping customers’ perceptions of the brand and its services.
Cautious Approach to Adding More Channels
Before adding more channels, contact center leaders must carefully assess the existing infrastructure. Instead of blindly expanding channels, they should ensure that the current channels are connected and functioning optimally. Only then can they consider adding new channels. It is crucial to prioritize connectivity and integration to provide a seamless and consistent customer experience across all channels.
Valuing Contact Center Employees
One clear route to address the supply and demand issues in contact centers is to value the contribution of customer agents, particularly through higher and more competitive wages. By offering attractive compensation packages, contact centers can attract and retain skilled professionals, reducing turnover rates, and ensuring smoother operations. Valuing contact center employees not only strengthens the workforce but also improves the overall customer experience.
Contact center and customer experience leaders need to realize that a reformation is on the horizon for the contact center space. It is imperative that they address the challenges faced in providing a seamless customer experience and achieving cost control. By prioritizing the integration of channels, reducing turnover rates, and valuing contact center employees, these leaders can ensure a positive transformation in the contact center industry. The time to act is now to improve the customer experience and secure the long-term success of contact centers.