The words “call centre” will make some think back to the hit BBC TV programme “The Call Centre”. This fly on the wall documentary series followed the lives of those working in a call centre in Swansea – offering viewers an insight into what it’s like to work with a motivational boss, offering hugs on tap and endless “banter”.
Fast forward to today and long gone are the days of the traditional call centre. In the digital age that we now live in, there are more multimedia centres covering both phone call conversations and email services. But is it enough?
We live in an age ruled by millennials. More often than not, these individuals would much rather speak on an Instant messenger (IM) chat box or drop an email over with the peace of mind someone will reply within the hour – as opposed to pick up the phone and believe it or not – actually speak to a human being.
So how can we cater to this societal shift?
Increasing our online presence
Connectivity is the word on everyone’s lips, with 95 per cent of those aged between 16 and 24 reported to own a smartphone. It therefore goes without saying that any online presence should be designed with the presumption that users are likely to be viewing content via a mobile device, rather than a traditional PC, and with this, the chat possibilities it opens up. With four in ten UK internet users considering their smartphone to be the most important device for accessing the internet – we can see why phone calls via apps such as WhatsApp or WebRTC are easier, cheaper and also offer a much smoother transition than switching to a standard mobile call.
It is vital that contact centres handle customers quickly, efficiently and effectively. This is the best way to maintain trust in a brand – and loyalty from the customer. In order to do this, contact centres must consider ways to communicate with callers via mobile technology. Given that mobile apps are slick and streamlined, the agent of course, must be equally smooth and professional.
Embracing broadband
Broadband is highly accessible – in fact, 88% of adults have access to broadband – and more often than not we’re purchasing landlines primarily to be used as a carrier for our broadband, rather than to use for a home phone. Increasingly millennials who are paying for a landline, don’t even own a landline device. This and the changing role of mobiles, from a voice-call tool to internet browser, means that the prime method of communication today is via the internet, whether via Broadband or smart phone.
An invitation to call an 0800 number and chat is increasingly less attractive than talking via a web-link using the computer’s built-in microphone and speakers – especially for millennials who practically live with their laptops in front of them. Given the renowned short attention span of millennials, we can foresee that contact centres need to focus even more on answering calls very quickly and ensure the transition from initiation to agent resolution becomes ever shorter.
Say goodbye to international calls
Gone are the days of calling friends and family abroad from a landline device at a serious cost per minute. With access to more digital, modern tools including FaceTime, Skype, WhatsApp and Facebook Messenger, more and more of us are opting to make our international calls via these apps. The lack of crystal-clear audio when using these Apps is easily outweighed by the zero cost of usage; it really is a no-brainer!
However, the business impact of this is significant. Complex inbound international numbers and routing must be reviewed. Consumers do not want to be dialling a premium number, when it is much easier, and cheaper, to use a web-based audio. First time exporters don’t necessarily have to establish a network of inbound numbers around the world for consumers to ring in with queries and complaints – simply publish an email and a web address and handle inbound enquiries by whichever media the consumer chooses, whether email, chat, web-based call or full video. This model still needs to provide the customer with a feeling of intimacy however, and convey the sense that the agent knows them and cares about them.
Ultimately, for contact centres to remain relevant and trusted, they must embrace more modern ways of communicating. This means adapting to new social and technical trends to contact their customers. If a millennial wants to chat via IM, contact centres must offer this service. Whilst adapting to these new methods of communication, it is also vital that businesses don’t not lose sight of their primary objective of First Contact Resolution. Always remember that outstanding customer service will save much more money than one single technological innovation. Like in the BBC’s “The Call Centre” – service with a smile really is priceless.
Guest Blog by Brian Mackow-McGuire, Product Manager, Data, Maintel
