Customer expectations for effortless service experiences have never been higher. The appeal of fully automating customer service functions is clear – opening up opportunities for 24/7 support while also deflecting many interactions into self-service channels.

However, while digital innovation and automation are revolutionising the customer service business, they can never be the whole story. Many predicted that the era of digital transformation would displace contact centre employees for good, but this simply isn’t the case.

Indeed, today’s most successful contact centres are those that successfully combine automation and AI with human intelligence to create ideal customer experiences across all channels, touchpoints and key moments.

So in order to not just drive down costs but also drive up value from their contact centre operations, brands need to secure exactly the right mix of human and digital technology services. Getting this right requires four key elements:

  • a data-driven CX strategy that’s powered by customer insight
  • continual investment in people skills
  • omni-channel technology powered by the latest cloud, AI, machine learning and RPA technologies
  • ongoing optimisation of CX operations

Bring these elements together successfully and the results can be astonishing. Indeed, some organisations are now targeting CX cost reductions of around 25%-30% while still delivering the highest quality customer experience.

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For me, the contact centre is the most valuable function in a business. There are two main reasons why this is the case. The first is that the contact centre, as the hub of all customer interactions, is also at the centre of all the insights a business gathers. The second, more prosaic reason, is that customers still want to forge human connections with the brands they do business with. To make this vision a reality, however, we need to reverse the recent alarming slump in customers’ perception of customer service quality. Let’s take a look at how.

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