What’s the Point of Contact Deflection?
By Björn Gülsdorff, Head of Business Development
Contact Deflection – is there a reason why so many companies have this as an objective? Well, our clients tell us what their goals and pain points are, but I can’t help thinking that treating one’s contact centre as a cost centre is past its prime. Also, if you want to make money, contact with your customers is a good thing. At least, that was my theory.
I was therefore quite happy to be able to speak in front of the Call Center Verband (Call Centre Association) in Halle, Germany, as well as meet the European customer service directors of the Deutsche Telekom AG at their gathering in Budapest. An opportunity to talk to people from the field and test my thinking. I expected at least some consensus, though: DTAG gave me 90 minutes of airtime for a speech on “Growth Through Customer Service” (funnily enough the title of one of our blogs from 2015), so I could tell I was on the same page with the organisers at least.
As the Budapest event was with the service directors while the one in Halle was with those who actually run the call centres, the two meetings represented two different points of view on the same topic. Still there was a lot of agreement: Customer service has become a differentiator for companies and a driver of revenue. People expect immediate, seamless service and their user journey starts on a (mobile) device. If you make them call, you can forget about first time resolution, channel containment and similar metrics, because it is too late. When people call or email, they have tried to get help through other channels before – and failed. Another thing came up: In this new scheme, agents need new skills. It was never fair to look at them as FAQ answering machines, but the demand for social and selling skills has grown a lot. It is now all the more important to support them in their work, serve them facts, help with procedures and let them focus on the relationship with the customer.
Not everything received such unanimous consent, however. The pace of such changes, the differences between industries and the rise of voice messages as a new channel left more than enough room for debate. Quite enjoyable, because nothing beats the voice of the customer – ours and theirs!
Check out this contact centre guide to learn more about the changes contact centres are facing and the transitioning role of agents.