Virtual Agent Usage Spikes as Self-Service Rescues the Customer Experience
By Mandy Reed, Global Head of Marketing
Making a call to a customer service contact centre can be a frustrating and time-consuming experience on a regular day. Throw in a global pandemic and all bets are off. Many organisations are struggling with an overwhelming increase in calls and the closure of call centres. Customers are taking to social media to complain about being unable to get through to call centres and being disconnected after waiting on hold for hours. Companies are asking customers to avoid calling them and adding notifications about long call wait times on their websites.
More customers are turning to company websites and apps for support, in some cases out of sheer desperation because they can’t get through to a contact centre agent and in other cases because they have been proactively directed there by the business. Companies with existing online support and easy-to-use self-service tools are at an obvious advantage. These organisations can ‘rescue’ the customer experience by guiding customers to the information they need online while at the same time relieving some of the pressure from their contact centre so agents can better serve customers with questions that need human support.
In a recent blog post, my colleague Laura Ludmany talked about the sharp increase of traffic Creative Virtual’s banking virtual agents had experienced over the previous month. As she pointed out, it’s not unusual for us to see an increase in usage during significant events. However, this sudden spike surpassed anything we’ve seen in the 16 years of the company’s history. With the help of another colleague and analyst extraordinaire, Lester Lane, I took a closer look at our recent virtual agent traffic.
The graph below shows virtual agent traffic globally and across multiple industries for the period of 1 January 2019 through 12 April 2020. Starting from late February, you can clearly see the number of transactions trending sharply upwards and peaking at the beginning of April.
To put this in context a bit more – by 12 April 2020, these virtual agents had reached nearly 50% of the total traffic they recorded for all of 2019, despite being only about a quarter of the way through this year. During the approximately month and a half between 1 March and 12 April 2020, these installs completed 30% more transactions than during January and February of this year.
It’s also interesting to break down the virtual agent traffic by region. The graph below compares traffic from our Europe-based installs and those from North America. Spikes in usage of our European virtual agents start showing up earlier, a reflection of COVID-19 lockdowns and stay-at-home orders becoming more widespread there before North America. The traffic increases also correlate with the timings of announcements about government schemes and stimulus packages in the UK and the US, two of the main countries where Creative Virtual has virtual agents deployed.
I’m curious to watch how virtual agent traffic changes over the coming months as coronavirus-related restrictions are eased – and potentially reinstated – and the world continues to transition. Will customers having their first virtual agent experience during the pandemic make those self-service tools their go-to for future support questions, thereby raising average usage figures? Only time will tell.
Hungry for more stats? Download The Inner Circle Guide to AI-Enabled Self-Service which delves into survey responses from customers on their customer service preferences and business leaders on their usage of self-service technologies.