When you assemble a room of people with extensive levels of contact centre experience, as we did for our event hosted at Sutherland Labs, you know from the noise levels over coffee there are going to be some great conversations! Add some fantastic speakers from our outsource and technology networks to share their views of the market and a lively, open dialogue around challenges and opportunities (new and old) will follow.
We are looking forward to continuing these conversations and scheduling another event. But in the meantime, how do we bring so much collective experience together in a short article that does justice to the quality of the conversations?
Navigating Business Decisions in a Rapidly Evolving Landscape
In the current environment, companies face a range of critical decisions, from implementing new technologies to fostering employee engagement. Despite knowing what needs to be done, many organisations struggle to translate that knowledge into actionable outcomes. This disconnect is often a result of inadequate systems, outdated training and coaching models, and an inability to adapt to change.
In our recent L&D survey it was apparent that there is a clear gap between knowing and doing. Results show that while employees understand their roles, there’s a significant disconnect between knowledge and execution. This is particularly evident in how businesses approach training, often relying on outdated, “once-and-done” programmes that fail to evolve alongside the changing work environment. As companies shift to remote work, many are noticing a reduction in employee loyalty and engagement, partially because of the lack of in-person interaction and relationship-building.
Addressing the Changing Needs: Evolving Training and Technology
To bridge this gap, organisations must rethink how they train their employees, particularly if they are to continue with a work from home or hybrid working model. Has enough been done to redesign training and refresher modules that better fit a virtual environment? Equally, more needs to be done to focus on continuous education rather than static, one-time courses which tick a box for compliance. Furthermore, conversational AI can be a powerful tool in reshaping learning; allowing employees to ask dynamic, evolving questions rather than relying on predefined solutions.
“Businesses recognise the correlation between staff development and brand reputation, but may not always apply the budget to ensure delivery”
AI offers the potential to unlock the true capabilities of people and data, but as we have said before is not a silver bullet. It can revolutionise business processes by supporting employees in their roles, reducing friction, and enhancing decision-making. AI can also help agents manage customer queries more efficiently, giving them access to foundational knowledge in real-time. However, the challenge lies in positioning AI correctly: not as a threat to jobs, but as a tool for augmenting human capabilities.
For example, AI’s ability to analyse customer intent and apply insights to guide agents through complex interactions can dramatically improve customer experience (CX). By properly integrating AI into business workflows, companies could potentially resolve the eternal challenge of moving from being seen as a cost centre to profit centre, unlocking new value opportunities across the customer journey.
Location strategy is still a consideration as the global market evolves. The outsourcing industry, particularly in sectors like fintech, IT support, and healthcare, appears poised for significant growth. We know countries such as South Africa have already emerged as strategic hubs for business services, offering talent and capabilities that align with the growing demand for multilingual and technologically adept service providers. Whilst there are valid concerns as to the capacity that remains available, with 33% unemployment in South Africa (60% for young people) as well as the wider continent opening for business, then combined with the capabilities of technology great opportunities remain available.
Overcoming Challenges in AI Adoption
While AI presents numerous opportunities, it also comes with significant challenges. Many process owners may be hesitant to adopt AI due to concerns about how it will impact their workforce and customer relationships. Meanwhile, senior leadership may be focused more heavily on the potential cost saving benefits. There’s a widespread misconception that AI will replace jobs, particularly in customer service. However, AI’s true value lies in assisting and enhancing human roles, not replacing them.
For businesses to adopt AI successfully, they need to:
- Align AI with company goals and culture: AI should be seen not as a technology investment, but as a strategic asset that drives both customer and employee experience.
- Shift from a cost-saving mindset to a value-driven approach: Technology shouldn’t be about cutting costs; it should unlock value, address problems at their root cause and improve service quality.
- Build the right business case: Secure buy-in from different budget owners by emphasising how AI can enhance outcomes across the organisation.
Aligning Metrics and Culture for the AI-Driven World
To fully leverage AI’s potential, cultural and operational changes are required. Business leaders need to:
- Align metrics with an automated world: Ensure that technology handles routine tasks, allowing people to focus on complex, human-centric work.
- Redefine the agent role: The agents of the future will need to deliver more value and possess different skills compared to traditional customer service roles.
- Foster a culture of continuous improvement: Embrace ongoing evolution, where AI serves to complement human skills and free up time for higher-value tasks.
- Focus on proactive engagement: Let technology handle the repetitive, allowing people to engage with customers in a more meaningful way.
- Encourage bravery in decision-making: Leaders must support bold decisions around AI investment to drive long-term success.
Rob Wiles, Zoom“AI is not the solution, it is a key to unlocking it”
Irrespective of delivery location, the future of CX delivery will increasingly rely on AI and automation to enhance customer journeys, optimise operations, and drive sustainable growth.
Transformation is never-ending. Businesses must approach AI and automation not as one-time projects but as ongoing evolutions. This requires understanding the unique challenges they face, aligning technology with business goals, and ensuring that AI enhances rather than replaces the human element.
With the right strategy, AI can unlock unprecedented opportunities for growth, helping companies stay competitive in a rapidly changing world. However, without the appropriate attention to employee experience, success will be illusory or limited.
Delivering the right experiences
At Customer Contact Panel we support organisations in delivering contact centres that match their ambitions. In a Deloitte Digital research articles from May 2024 it was cited that 55% of contact centre leaders reported that they didn’t meet their strategic goals in 2023 and 76% reported that their agents were overwhelmed by systems and information*.
If you are facing challenges meeting your strategic goals or fulfilling the ambitions you have for your people, customers or technology, we have the experience to support you. Just ask.
