Faced with the emergence of artificial intelligence and bot technologies, customer relations have been confronted with these developments and have had to adapt to these changes. But then what about the human relationship in contact centers? What is the place of call center agents in customer relations today? What balance should be struck between people and technology? We will answer these differences questions in this article.
Personalization, key to the customer experience
Customer relations are key to the success of a business. Many developments and new technologies have emerged in recent years, leading contact centers to rethink their practices and tools. Companies are thus torn between the creation of the most personalized customer relationship possible and the automation and robotization of customer services. However, it is necessary to keep the human at the heart of the customer relationship for optimal personalization. The objective is to understand the needs and expectations of customers and to provide answers as quickly and efficiently as possible. Customer service should treat each customer as a unique individual by providing personalized experiences. The technologies jointly make it possible to use the data available to know their preferences and adapt the interactions.
Voice, the No. 1 channel for a personalized customer relationship
Despite the sharp increase in bots and new artificial intelligence technologies, voice remains the preferred channel for customers. Channels such as email, chat or social networks are on the rise, however in many areas, customers feel more reassured by human interaction. Indeed, the voice makes it possible to create confidence and to retain the customer. The contact center agent will create closeness and empathy when assisting a customer. A bot or an artificial intelligence do not have this essential capacity in the customer relationship which remains above all a human relationship.
Chatbots are useful in particular for creating a first filter and communicating general information (opening hours, orders, etc.). This first contact makes it possible to absorb a large volume of requests. Agents will be able to focus on more complex queries and offer more precise answers. Another argument in favor of voice, it allows more conversion and generates business.
The limits of bots in the customer relationship?
Bots, chatbots, voicebots, callbots and more generally the tools called « selfcare » may offer some features and benefits, but they also have some drawbacks and limitations. Bots are not able to empathize and understand the emotional. They are computer programmed to best respond to predefined scenarios and frequently asked questions. They are currently less suitable for solving complex problems that require in-depth analysis. This can lead the customer to a frustrating and unsatisfying experience. The risk is to lead to a decrease in customer satisfaction.
Towards a combination of human and technology
The combination of human and technology allows better customer knowledge through the use of data. In order to best meet expectations, the appropriate use of technology can be a powerful tool. Customer relationship management (CRM) systems to collect and analyze customer data, offer in-depth knowledge of upstream demand and a tailor-made experience. At the same time, the human aspect will make it possible to maintain a personal and warm interaction. The goal is to find the right balance between technology and human interactions. CRM interconnections and call center solutions make it possible to orchestrate the judicious use of data. Thus a smart combination of automated technologies and human agents can be the key to providing quality customer service.
Invest in training your employees to develop strong interpersonal skills. Encourage them to be empathetic, patient, and responsive to customer needs. Create a corporate culture that emphasizes customer satisfaction and well-being. Establish tracking mechanisms to measure customer satisfaction and continually assess your customer service performance.
By putting these principles into practice, you can create a customer-centric culture and deliver positive experiences that put people at the heart of the customer relationship.
