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Customer Contact Centre

The simple truth is that the way your contact centre performs can make or break how customers perceive your business, and ultimately whether they come back or not.


Customer contact centres should resolve enquiries, issues and complaints with minimal of a customer’s effort or time. Depending on the business’ priorities, there’s a number of ways contact centres provide value (in addition to addressing the customers enquiry). This may be to:

  • Ensure customer satisfaction

  • Provide additional services to customers thereby increasing revenue

  • Retain customers

  • Carry out marketing and sales activities

  • Carry out customer research activities

  • Provide insights so management can improve certain areas of the business


And depending on these priorities, it’s important to track the right key performance indicators. The most common ones can be:​

  • First contact resolution

  • Advisor satisfaction

  • Customer effort

  • Net Promotor Score (NPS)

But contact centres can be ineffective for business and not fun for staff either.


It seems unavoidable that contact centre work is repetitive, demanding and often emotionally draining. No wonder contact centres suffer from high attrition levels, which incur recruitment and training costs for the business. 


So businesses try to change things - something new to raise service levels while maybe reducing costs at the same time. There’s a whole menu of things to try, such as outsourcing, bringing back in-house, introducing more technology, and process mapping. But there’s no magic wand and sadly performance problems appear to be perennial issues for contact centres.

Four reasons for disappointing performance.


We see four factors that cause disappointing contact centre performance and ROI:


1. Contact centres often need to handle many communication channels which makes work time consuming and fragmented. Channels may include​

  • emails in different formats

  • phone calls

  • text

  • website forms

  • website chats


2. Despite efforts to systematise and scale contact centre function, much of the work remains manual, such as​

  • understanding the nature of the enquiry

  • deciding if the enquiry can be dealt with satisfactorily

  • establishing the feasibility of resolving the enquiry

  • identifying who will resolve the enquiry

  • managing customers expectations and then delivering on those expectations


3. Contact centre staff often deal with multiple enquiries concurrently. This can add complexity when scaling the operation, both for front line staff, and management.


4. Staff regularly need to empathise, problem solve and be creative while also having to hit performance targets and metrics based on volume, all the while handling disparate information from disparate sources.

The problem is, there’s no getting away from any of these factors - they’re all the nature of the job. So, what can be done?


Improvement Option 1: intelligent interventions

You certainly can improve performance and ROI by making intelligent interventions to processes, performance tracking, and raising staff morale. There are plenty of resources to help contact centres improve. Often you’ll have to hire yet more consultants or more people and most probably run programmes that take months to implement and longer to deliver results.


These are approaches used over and over again and proven over time to measurably raise performance, but often improvements are too small, too temporary long, and not transformative.


Improvement Option 2: Digitalisation

Alternatively, you can automate your manual and repetitive tasks. Robotic process automation (RPA) leverages the whole business function by looking at what to tasks to automate with software robots (AKA softbots) and what is best left to the real employees. You can quickly automate repetitive actions and leave the important, creative, problem solving tasks to your staff. 

Here’s how automation can work:​

  • tasks and repetitive business activities are performed by digital virtual assistants

  • staff are freed up to work on important and valuable human to human interactions, and are able to be more engaged as a result

  • a lower amount of human resources are spent on repetitive tasks

  • many of the quality team's jobs are also automated 


The direct benefits are striking.​

  • faster individual task performance

  • greater transactional throughput

  • improved quality of results

  • improved agent motivation and engagement

  • improved first contact resolution rates

  • improved customer satisfaction and loyalty metrics 

  • real time monitoring of performance 

And a range of indirect improvements such as a reduction in employee attrition which in turn leads to lower hiring costs and training costs.

Decide Your Best Approach

The SoftBot No-Code RPA Platform

SoftBot's no-code Robotic Process Automation (RPA) platform lowers economic barriers to entry, enabling small and medium-sized businesses (SMB) to access a low-cost Digital Workforce that scales with your business needs; ensuring that you achieve an ROI within months, not years. Available as standard for deployment on-premise or in the cloud.

The SoftBot platform enables quick, agile implementations through rapid iteration of a production system. That means it will be deployed in days, not weeks. There is no need to write code to tell the Digital Worker what to do; and if an omission needs to be fixed or an improvement made, it only takes hours not days.

SoftBot's no-code Robotic Process Automation (RPA) platform will orchestrate the tasks to be executed within the business across the available workforce. This orchestration also manages escalations and exceptions. The typical benefits of this are:

  • Speeding up of individual task performance

  • Greater transaction throughput

  • Improved quality of results

  • Real-time monitoring of performance

  • Measured and controlled business processes (CMMI Level 4)

  • Data collection for business process improvement, providing the foundation for CMMI Level 5 - Optimising.

The combination of orchestration and automation has the possibility of delivering a whole that truly is greater than the sum of the parts.

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