AI Research Software Company ASAPP has released a new report into the US Contact Centre Industry.
CX: The Human Factor was authored in partnership with the University of San Francisco's Master of Science in Marketing Intelligence programme and consisted of in-depth interviews and a survey of 506 agents across the United States.
The report examines challenges faced by the over three million US contact centre agents in an industry with a high turnover rate – with 40% leaving roles within 12 months.
Among the findings were that 74% of agents viewed themselves as brand ambassadors for their company, although 51% reported being “pessimistic” about their careers. 38% of agents said that training and career growth opportunities would improve their jobs. That’s been hampered by the ongoing COVID-19 pandemic, however, with 37% of respondents saying it had been difficult to receive feedback during the pandemic.
"74% of agents view themselves as company brand ambassadors and the voice of the brand they represent. When companies fail their agents with dysfunctional technology, training and coaching, they risk not only a frustrating employee experience, but a poor customer experience that will have consumers looking elsewhere," said ASAPP Chief Experience Officer Michael Lawder.
"Contact centre agents want to be empowered and do their best to help consumers. They operate in a difficult environment with a frankenstack of poorly designed legacy systems that are difficult to use; policies and processes that prioritise cost and liability, over resolution and customer satisfaction—with a lack of ongoing coaching and training that does not help accelerate their progress."