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News » Future-proofing contact centers with AI integration

Future-proofing contact centers with AI integration

future-proofing-contact-centers
Photo from SiliconANGLE

MASSACHUSETTS, UNITED STATES — In an interview with BPO Bullhorn, Garry Gormley, Founder of contact center consultancy firm FAB Solutions, discussed the future of contact centers amidst the rise of artificial intelligence (AI). 

Gormley stressed that while AI and self-service technologies are reshaping the industry, they must not eclipse the vital human skills that improve customer interactions. 

He noted, “Most contact centers are too focused on AI and self-service technology, neglecting the human skills that are essential for a better customer experience.”

Gormley highlighted that emotional intelligence, conflict resolution, and active listening are irreplaceable by technology, particularly in complex or sensitive situations. He advocates for training agents to excel in these soft skills to maintain high levels of customer satisfaction as technology evolves.

Shifting focus to meaningful metrics

Gormley criticized the over-reliance on metrics like net promoter score (NPS), which often provide unreliable data due to selective sampling and skewed results. 

He urged a transition towards metrics that truly reflect service quality, such as first contact resolution (FCR) and customer effort score (CES), which emphasize problem-solving and ease of interaction.

“By applying speech analytics to capture unresolved data and sentiment and by training agents for FCR, customer satisfaction will continuously improve,” Gormley explained. 

He also advocated for moving away from average handling time (AHT), a change that is recognized but seldom implemented.

Strategic preparation for AI implementation

In terms of AI adoption, Gormley emphasized the necessity of having a clear purpose and use case for AI in contact centers. He pointed out that AI can provide significant operational benefits and enhance customer satisfaction through agent assistance tools. 

However, he warned that AI requires clean, structured data to function effectively, cautioning against the risks of poor data management.

Gormley recommended addressing issues with legacy platforms that do not integrate well before fully adopting AI. He advised focusing on a well-structured CRM system and ensuring seamless integration with other systems to fully leverage AI’s potential.

Evaluating in-house vs. outsourced solutions

Discussing the risks and benefits of building internal customer relationship management (CRM) or contact center as a service (CCaaS) tools, Gormley noted that while custom solutions offer flexibility, they pose significant risks if not properly maintained. He stressed the importance of having sufficient internal capacity and developer bandwidth for such projects.

Gormley acknowledged the advantages of using established CCaaS or CRM providers due to their scale, experience, and competitive nature. However, he warned of potential market consolidation leading to reduced innovation and higher pricing as larger players gain more control. 

Gormley’s insights offer a strategic roadmap for contact centers aiming to integrate AI effectively while preserving essential human elements in customer service.

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