08 08 2016
The magic of an experience is at its most powerful where technology and humans meet, but a focus exclusively on technology will come up short without a balancing emphasis on the agent.
How digital transformation affects the agent experience
Growing complexity in contact centre interactions is not a new trend. It is, however, being accelerated by heightened customer expectations, by advances in self-service and by the opening up of additional channels of communication. This accelerating complexity makes it necessary that we re-think the support we provide to staff who serve our customers.
The agent is positioned at the point of engagement between the organisation and the customer and we must empower the agent to deliver an experience that is richer than has been possible up to now. By “richer” I mean that the engagement must be personalised, it must be based on a complete picture of the customer’s relationship with us and it must be informed by the context within which the engagement is taking place.
This clearly places demands on the technologies that agents have at their disposal. But, more than that, it changes the nature of our relationship with the agent – what we expect of them, how we manage their performance, and how we motivate the agent behaviours that are required in response to changing customer behaviour.
The Agent Desktop
The Digitally Transformed Agent
A recent Capita eBook, “The Digitally Transformed Agent”, considers the impact of digital transformation on the agent experience ( you access it here - with no gates and no forms to fill).