Contact center (customer care) is an important aspect of any large product/service organization. It helps enterprises stay relevant in the market and enhance their products and services based on customer feedback.
With reference to contact centers, major transformations revolve around quality of delivery and the cost incurred. Some of the major challenges faced by MNCs maintaining a contact center are –
Agent Recruitment and Retention: Contact center agents are generally handpicked very carefully as one wrongly recruited agent might reflect badly on the quality of customer service. More than recruitment, retaining a good agent takes tremendous effort as call centers suffer from a high attrition rate. Companies spend more and more to come up with innovative ideas to retain their trained workforce but still are suffering majorly due to this aspect.
Increasing customer expectations: In recent times there has been a remarkable increase in customer friendly digital channels and enablers resulting in increase in competition. Growing customer expectations focused on immediate results have made it harder to retain agents. Hence, there is a pressing need to leverage technology to match evolving expectations of customers.
Workforce optimization: Contact centers are cost centers to the companies. Contact centers use innovative methods to handle the seasonal high volumes of calls during events and festivals. One of the biggest business drivers is cost reduction by work force optimization.
The objective of this article is to discuss the various levers of automation in a contact center that can be pulled to deliver a seamless customer experience.
Automation of contact centers can be done largely in two areas:
Large businesses, especially in the B2C segment, are realizing that quality assurance of contact center functions is vital. It reinforces the product roadmap, offering good visibility of the product performance in the market.
The business drivers for QA of a contact center are largely influenced by cost and efficiency. Every QA agent adds to the cost. To complement the cost reduction, the quality assurance function works on samples. 1% of the total calls are sampled for manual intervention assuming it represents the larger chunk.
Automation not only replaces agents in the long run resulting in cost reduction but also enables a comprehensive check of 100% of the calls apart from its ability to handle and analyze unlimited number of calls which, ultimately, improves efficiencies.
Some features/capabilities of an automated Quality Assurance Engine for a contact center are:
Some of the key outcomes that organizations expect through any transformation is cost optimization at scale with higher values delivered. With such motives we are certainly advancing towards a 100% automation-based approach with respect to Contact Center evaluation.
Conclusion
Amid the current pace of innovation, technology transformation should ideally be a part of continuous business improvement and not a one-time modification to match current market trends. We are advancing towards a fully digital contact center where human interventions will be limited to handling exceptions.
Hari Gautham Somasundaram
Senior Executive, Wipro HOLMES™
As part of Wipro HOLMESTM Go-To-Market team, Hari works closely with customers and internal stakeholders of Wipro to understand their business processes and propose various AI-enabled solutions to facilitate process automation. He works closely with various business units of Wipro to identify automation opportunities for efficiency improvements and cost savings to the customer.
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