How the CX Industry is Now Navigating the Pandemic

Boosting digital transformation, remote working at scale and pace and increased AI dependence  

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How the CX Industry is Now Navigating the Pandemic
Contact CentreInsights

Published: February 24, 2021

Carly Read

The COVID-19 pandemic brought a wave of chaos to the world when the first outbreak occurred last March. There was devastation and uncertainty and for a long time, there seemed like no way out, let alone any suggestion of a roadmap back to the new normal we all found ourselves in. Yet over time, we’ve learned to manage this new life as best we can while vaccination programmes are rolled out. Among the mayhem, businesses have also been battling to keep their customers. Only, as next month marks a year of disruption since the pandemic swept across the planet, many contact centres are now thriving – and navigating the pandemic instead of it controlling their organisations.  

But how are they achieving this? Well, in three ways. These are boosting digital transformation, remote working at scale and pace increased automation dependence. Let’s take a closer look. 

Boosting Digital Transformation 

The contact centre is on course for continuing innovation and disruption at least for the next five to ten years. This is all down to companies embracing the digital transformation through the correct customer-first strategy, namely aligning marketing, sales and service. Only post-COVID the importance of these three factors has changed with CX being the driving factor behind the strategy. Winning customer loyalty online is a challenging task in itself, but with the correct technology tools such as cloud migration and omni-channel options, consumers are proving their loyalty and the customer journey is continuing at pace even in lockdown. 

Remote Working at Scale and Pace  

Managing remote workers can prove challenging if the correct software is not in place. This was the struggle for many businesses last spring, however, a swathe of companies adopted UC to enable them to manage their workforce at the same scale and pace as before COVID-19 took hold. Popular means of UC remain Microsoft Teams, Slack and Zoom, with many smaller firms still using WhatsApp. The change has proved so successful that the vast majority of businesses will not be returning to offices, or will adapt to a hybrid-style workplace of both home and office, with time being divided between the two. 

Increased Automation Dependence 

Augmented agents have been commonplace in the business world, but particularly contact centres. It’s only recently that business leaders have leant on them more to aid the working lives of their human agents. Calls, messages or video contact methods are funnelled to the right agent to prompt a first-time right culture, with automation providing the necessary support.  

In summary, contact centres have carved out a new normal for businesses and it’s a culture that’s very much here to stay. COVID-19 will remain something nations will have to live with, but for how long, we simply don’t know. However, with the right tools and workforce in place, businesses are not only protected from any further damage, but will continue to acquire the skills necessary to push back and serve their customers throughout.  

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