Conversational interfaces (AI) and virtual assistants are facilitating the rise of fully integrated digital channels. As an industry we’ve been talking about the move to omni-channel for years, the panacea where a customer can have a conversation that flows across multiple channels, where the contact centre agent can see all the different interactions and respond appropriately. We’re still not there yet, but AI is playing an increasingly important key role.
Pressure to change
This year the pressure on contact centres has been immense with customers desperate to speak to suppliers, at a time when the suppliers had fewer agents to take the calls. By opening up more digital channels and harnessing conversational AI, contact centres have been able to route incoming calls more intelligently, taking pressure off voice and facilitating more digital conversations and self-service. Straightforward queries can be routed to self-help or knowledge base/frequently asked questions (FAQs) sections online, or can be answered by virtual assistants using AI. Bringing these additional channels online provides the customer with an instant answer and frees up contact centre agents to deal with the more complex enquiries that require human empathy.
AI in Action
We’ve seen numerous examples in recent months of how contact centres have adapted to meet increased customer demand, even while agents have been working from home.
One high profile animal charity has stepped up its use of conversational AI to answer routine questions and improve operational efficiency. This approach allowed agents extra time to handle more of the urgent contacts, enabling them to focus on the higher value contacts. This resulted in 46% more calls being taken since June 2020 with a corresponding 50% reduction in lost contacts and average handling times have been reduced.
A high street retail group is now processing 62% of customer contact through digital channels. 45 seconds saved on average per interaction means agents can take an extra 10 calls per day, resulting in better customer satisfaction.
A nationwide supply and servicing company is now using intelligent call routing for 94% of calls. This has resulted in a 15% improvement in agent adherence and a 10% increase in agent utilisation.
One well known manufacturer and retailer now dynamically changes wording and links on its website to encourage customers to use the channel that will be the quickest for them at that particular point in time. Again, this has resulted in increased customer satisfaction.