By Mandy Reed, Marketing Manager (Global)
The New Year is here, and with it the much anticipated 2016 predictions, outlooks and trends for just about every industry and field, including customer service. With customer service a key part of the overall customer experience, every organisation should be keeping an eye on developments in the space and evaluating which can help improve support for their existing and potential customers.
Analyst Kate Leggett shared five of her top trends to watch this year in her blog post Forrester’s Top Trends for Customer Service in 2016. Trend number one should come as no surprise: Companies will make self-service easier. Kate reports that in 2015, web and mobile self-service interactions exceeded those over live-assist channels. Conversations with live agents were more frequently initiated as escalations when customers were unable to successfully self-serve, rather than as the initial channel of contact. In 2016, organisations will strive to make self-service easier for customers by looking at their knowledge management strategies and exploring virtual agent solutions.
The themes of self-service and human assistance – and the combination of those channels – also featured prominently when Call Centre Helper turned to their readers and contact centre experts with the question: What Will Happen to the Contact Centre in 2016 and Beyond? One contributor predicted that artificial intelligence will ‘take care of everything’ with only complaints being escalated to a human agent. Another reader looked to self-care options to handle transactional queries but not be able to replace the desire of customers to speak with a human. A third reader declared that as soon as virtual agents pass the Turing Test, ‘it will be Artificial Intelligence all the way!’
While it’s not likely that contact centres will turn to artificial intelligence ‘all the way’ in 2016, it’s important to recognise the impact that advances in natural language virtual agents are having in the customer service space today. Once stand-alone tools only able to answer basic questions, they are now sophisticated Smart Help solutions proven to improve customer satisfaction while also reducing support costs for organisations. Virtual agents are great at handling transactional queries, including personalised, account-specific questions and tasks, thanks to advanced integration options. When backed by the right knowledge management platform, virtual agents can easily be deployed across customer channels, including web, mobile and social, to make consistent, accurate self-service easier for both companies and their customers.
The virtual agents of 2016 are also designed to be complementary to live chat and other human-assisted support channels, with seamless escalation from self-service to a human agent. They are being successfully deployed within contact centres to support live agents and assure consistent communication from all agents and across contact channels. Through real-time and Voice of the Customer reporting, virtual agents are also giving organisations incredible insight into customer questions and behaviours that help improve their customer service strategies.
With customer preferences shifting towards easy self-service, there’s no better time than 2016 for organisations to explore the combination of virtual and human agents to create a seamless, personalised and convenient customer service experience.