Agents focus little on customer service — Salesforce Report
CALIFORNIA, UNITED STATES — A recent report from cloud-based software company Salesforce shed light on a significant inefficiency within contact centers as agents spend only 39% of their time actually servicing customers.
This revelation comes from a comprehensive survey involving over 5,500 service professionals across 30 countries, highlighting a critical gap in customer interaction.
What fills the gap?
The Salesforce report reveals that an agent’s time is primarily consumed by internal meetings, administrative duties, and manual case note logging.
This diversion is largely due to the increasing complexity and expectations of customer service roles today.
As the report points out, 86% of service professionals acknowledge that customer expectations are on the rise, demanding not only solutions but personalized interactions.
Strategic challenges and financial pressures
Service leaders are currently facing the dual challenge of adapting to evolving customer expectations while managing financial pressures.
The report indicates that 85% of decision-makers expect their service teams to increase revenue contributions through upselling, cross-selling, and enhancing customer retention.
This shift is part of a broader trend of viewing service as a potential revenue generator rather than a cost center.
AI and automation in customer service
To address these challenges, companies are increasingly turning to artificial intelligence (AI) and automation. These technologies are becoming essential tools in managing simple queries and generating knowledge articles, thereby allowing agents to dedicate more time to complex issues and relationship-building.
According to the Salesforce study, 93% of professionals in AI-equipped organizations believe that this technology significantly saves time.
Kishan Chetan, EVP and General Manager of Salesforce Service Cloud, emphasized the transformative impact of AI, stating, “Service and field service teams are getting more proactive and productive with the power of data and AI.”
Future outlook
Salesforce expects the reliance on AI and automation to grow, with 83% of decision-makers planning to increase their investment in these technologies next year.
This strategic pivot is aimed at better supporting agents and enhancing overall customer satisfaction, aligning with the broader goals of modernizing customer service practices to meet and exceed the evolving demands of consumers.
