Forrester’s recent report, Generative AI is the catalyst for change in the contact center, explores how Generative AI (Gen AI) is transforming contact centers in ways that are both exciting and challenging. This technology is not a trend but a major shift that will change how businesses interact with customers and run their operations. Here’s how Gen AI is making a difference and what contact center leaders should focus on to stay ahead.
1. Fixing old problems with new technology
The rise of Gen AI has shown that many contact centers have not kept up with technological and operational needs. This is a chance to address these issues:
- Improving knowledge management: Knowledge management has often been neglected. Gen AI can help by making information easier to find and use, turning vast amounts of data into useful insights quickly. This will help in providing better customer service.
- Upgrading agent workspaces: Many contact centers use outdated workspaces that slow down agents. Future workspaces, enhanced by Gen AI, will offer better, more relevant information and automate tasks, making it easier for agents to do their jobs efficiently.
- Training agents in new skills: As AI handles more routine tasks, agents will need to develop strong emotional intelligence and learn to work with AI effectively. Training should focus on both technical skills and soft skills to prepare agents for these new challenges.
- Revising metrics: Old metrics like Average Handling Time (AHT) are becoming less useful. New analytics should better reflect the performance of both human agents and AI, giving a clearer picture of how well the contact center is doing.
- Understanding agent workflows: Gen AI can help summarize calls, but it often misses out on the details of what agents do. Using tools to track and understand these workflows will help in finding areas to improve and make better use of automation.
2. Adapting to changing technology
The technology used in contact centers is changing fast, driven by Gen AI and other trends. Here’s how leaders can adapt:
- Choosing the right tech providers: The technology landscape is getting more complex with overlapping software categories. Leaders should focus on their goals and choose providers that fit well with their current systems.
- Deciding to build or buy technology: The choice between building custom solutions or buying existing ones is shifting. Companies should focus on adding their own innovations to proven platforms and partner with experts where needed.
- Embracing technology openness: Many companies are hesitant to adopt new tech due to old systems. Vendors need to design solutions that are flexible and can integrate with existing systems, offering more choices and less risk.
- Updating pricing models: As technology changes, pricing models must also change. New models should reflect the true value of the technology, such as performance-based pricing or consumption-based models.
3. Preparing for the AI-first future
As contact centers adopt Gen AI, they need to prepare for the future with a well-rounded strategy:
- Using structured summaries: GenAI can turn conversations into useful data that helps in making decisions. This data can be used to improve analytics and get more actionable insights.
- Creating a comprehensive AI strategy: After automating interactions, contact centers should use AI for more advanced tasks like predicting customer needs and improving fraud detection. This will help in making better business decisions.
- Redefining interaction strategies: Gen AI not only automates tasks but also enhances customer interactions. Companies like US-based healthcare provider, Memorial Hermann are using AI to follow up with patients and improve their overall experience.
- Investing in data management: Good data management is crucial for AI success. Contact centers should focus on managing and using data effectively, including handling the new data generated by AI systems.
Conclusion
Gen AI is changing contact centers, offering new opportunities and challenges. By fixing old problems, adapting to new technology, and preparing for an AI-first future, contact center leaders can improve customer experiences and drive growth. Embracing these changes will help turn contact centers into valuable assets for businesses.
