Damovo’s discussion paper highlights the current state of the industry.
Contact Centre (CC) decision-makers and experts report noticeable progress in the integration of new communication channels such as social media. However, according to a survey by Damovo, an international ICT service provider, important digitalisation measures are only being tackled hesitantly across the board. There is a lack of willingness to change at the grassroots level. ‘Our discussion paper on digital transformation in the contact centre industry shows a differentiated picture,’ says Daniela Dilger, Head of Group Contact Centre Propositions at Damovo. ‘While the industry is increasingly relying on new interaction channels, it is still reluctant to automate routine tasks,’ Dilger continues.
Chatbots are becoming more important
This reluctance to automate routine tasks and free up agent capacity for complex issues is reflected in the survey results. ‘However, this is a necessary measure to meet the ever-increasing customer demand for more personalised care,’ says Dilger. In this context, the importance of bots is also growing. They can be used as an efficient solution for recurring, simple customer questions. The majority of CC decision-makers expect to see highly dynamic development and the increasing use of chatbots on both their own and their customers’ sites.
Increased demand for cloud
According to the experts, enhanced digital customer service can only be achieved with future-proof software solutions. Therefore, a large majority of those responsible for CC expect to obtain CC infrastructures and applications as standard from the cloud in the near future. One challenge with regard to cloud migration is to integrate real-time communication applications with their specific technical requirements and to provide work with personal data in a protected cloud environment. Contact Centre decision-makers must therefore carefully examine which components of the CC solutions can be provided from a public and which from a private cloud and how interaction can be ensured.
Customer service as a strategic business unit
In addition to the technical perspective, the initiators of the study also consider interdisciplinary cooperation and the self-image of the Contact Centre to be key factors in achieving more positive customer experiences and excellent service. Dr Andreas Stiehler, a freelance analyst, author and consultant, sees an urgent need for action here: ‘Only if contact centres see themselves as an integral part of the company’s value chain, and not as a closed unit or even a cost centre, can the core promises of digital change be fulfilled. Excellent customer service can only be achieved through teamwork.’ Dilger adds: ‘If companies invest in their digital business and recognise the importance of customer service as a strategic business unit, they can achieve long-term stability and move forward into a digital future with renewed strength.’