However, to gain maximum value from these capabilities, organisations will need to focus equally on both their own operations and their employees. While IVAs offer clear benefits, human agents remain irreplaceable in shaping customer satisfaction, which is a key driver of business success.
A recent industry report, The Contact Centre Agent Experience (AX) Benchmark Report 2023, highlights the link between agent and customer satisfaction. Based on insights from contact centre agents, the report offers a unique perspective on improving the experience for both parties.
Challenges facing contact centre agents
The survey reveals numerous challenges faced by agents. The key ones include:
- Redundant information gathering: 81% reported having to ask customers to repeat readily available information.
- Slow information retrieval: 80% struggle with the time it takes to find relevant information or documents.
- Ineffective tools: 79% find traditional agent-assistance tools cumbersome.
- Excessive form-filling: 79% also feel they spend too much time filling out forms during customer interactions.
These issues not only frustrate agents but also negatively impact levels of customer satisfaction. Interestingly, the complaints don't stem from job dissatisfaction but rather relate to the negative impact on customer service and agent efficiency.
This is perhaps why agents have a positive view of CAI, GenAI, and IVAs. They are not viewed as replacements, but as tools to enhance performance and service delivery.
The benefits of AI integration
The survey found more than 77% of agents agree that IVAs benefit both customers and themselves. They cite faster, more efficient service, leading to higher customer satisfaction and improved agent-customer relationships.
This positive impact also extends to agent well-being. CAI and IVAs create a virtuous circle as reduced customer frustration leads to improved agent well-being.
Key benefits of IVAs for agents
It’s clear that IVAs can deliver some significant benefits for contact centre agents. This includes improved guidance as an IVA can suggest best actions and responses based on customer history, mood, and goals.
The technology can also act as a valuable personal assistant. IVAs can automate tasks such as scheduling appointments and setting reminders, freeing agents to focus on more complex issues.
They can also analyse customer interactions, identify recurring issues, and suggest improvements to internal processes and agent training.
Boosted productivity and cost savings
Organisations taking advantage of IVAs also experience a rise in agent productivity, with metrics such as first-call resolution rates improving significantly. Additionally, increased customer retention and revenue generation can lead to substantial cost savings.
For example, a wealth management firm with approximately 200 agents was recently struggling with a legacy system in which it took weeks to implement minor changes. After implementing an IVA trained on their specific needs, agents experienced a 12% reduction in request-handling time. This translates into significant cost savings and improved customer satisfaction.
AI enhancing rather than replacing the human touch
Concerns about technology replacing human contact and dehumanising customer interactions are often raised. However, CAI and IVAs actually empower agents to provide better, more responsive service.
According to the survey, almost 80% of agents view IVAs as a way to refine customer interactions, while 76% believe they help them serve customers faster and more efficiently.
The message is clear: contact centre agents require more time and support to deliver exceptional service. As a result, they are embracing AI-powered automation, viewing it as a tool to enhance their preparedness, improve their equipment, and free them up for meaningful customer conversations. In the realm of customer service, this is the ultimate objective.
The road ahead: A human-AI partnership
The future of contact centres lies in a successful partnership between human agents and AI, and businesses must prioritise agent experience alongside AI implementation. Achieving this requires a number of steps including:
- Training and upskilling: Equipping agents with the necessary skills to leverage AI effectively is crucial. Training programs should focus on understanding AI capabilities and limitations, using AI-generated insights to personalise interactions, and effectively handling complex situations that require human intervention.
- Ensuring agent well-being: By reducing agent workload and frustration, AI can improve job satisfaction and reduce turnover. Businesses should monitor agent well-being and create a supportive environment where agents feel valued and empowered by technology.
- Maintaining ethical practices: Transparency and fairness are paramount when using AI in customer service. Businesses should ensure AI algorithms are unbiased and avoid replacing human empathy with cold automation.
By fostering a human-AI partnership, contact centre operators can leverage the power of technology to deliver exceptional customer service while maintaining the human touch that keeps those customers engaged and loyal.
