TELECOM TECH OUTLOOK April - 202319Contact Center Success in the Automation Age, two of the top five priorities for today's CX teams are: coaching agents on making "connections" with customers and improving the agent desktop/dashboard experience.Traditional CX Strategies are Falling Short The differences between CX strategies that have embraced digital and those that have not are becoming increasingly apparent. Where traditional models are typically characterized by:· Siloed data across channels;· Manual handling of data entry and status updates· All enquiries being handled by agents regardless of complexity· The need for agents to toggle between multiple screens on their desktop.In a next-gen digital model, they are characterized by:· Integrated data and omnichannel interactions· RPA bots handling routine work· Cognitive bots handling low- and medium-complexity queries· Desktop automation eliminating the need for screen switching and robots assisting agents in selecting the best course of action.Collectively, these digital innovations reduce effort and result in happier agents and happier customers who want to remain engaged with a brand.Digital Transformation Drives Business Benefits The benefits of a digital customer experience (DX) model extend far beyond driving exponential customer and employee satisfaction. A successful DX, whether executed internally or with the support of a trusted vendor, also drives tangible business results. As an example, at TELUS International, we recently built a cognitive bot to help our telco client intercept repetitive support queries on chat and provide appropriate fixes by drawing information from a comprehensive knowledge base repository that we also developed. This resulted in 45 percent of all support requests being handled by the bot and a 24 percent reduction in call volume to live agents, which drove operational efficiencies and reduced their costs. The Same, But Different At the end of the day, we have the same challenges to address today as we did ten years ago - minimize customer effort to provide the best customer experience to drive customer loyalty. The difference is that today, we are leveraging next-gen technology to deliver the highly-coveted personalized, anticipatory, and seamless customer experiences that customers have come to expect in the digital age.
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