We have all heard the automated message saying, “This call may be recorded for quality assurance purposes” but how often do we actually believe quality improvements are made? Following an inconclusive dialogue with a customer service representative of a specific company, customers who feels poorly serviced is left with few options for change. What often makes things more difficult is the trend of outsourcing customer service to third party call centers, without direct access to all the correct information. While some companies keep this operation in house, other have decided to do this for two primary reasons. The first being their own inexperience managing customer contact processes effectively or they have found it more cost effective to hire telecommunications companies specializing in these processes to handle it for them. However, whether the process is managed internally or outsourced to a third party, the impact of low customer satisfaction as well as poor queue management can be real threats to customer’s perceived value of a company or a product.
Raj Bose, a leader in global retail consulting, says that more often than not quality assurance staff only monitor a fraction of calls so improvements are only slight. However, with the significant advancements in artificial intelligence, it is likely consumers will begin to see more impactful and effective changes in how their issues can be addressed when contacting retail companies. The ability to sysnctly organize calls into specific categories not only allows customers to be serviced more quickly and accurately, but also allows management with better analyze information about their customers needs. These new AI tools that Bose details, allow every conversation to be recorded and transcribed into text, allowing language processing to determine whether an agent said all of the correct things. Over time, the technology will be able to build a log of potential issues and help a company exponentially increase its efficiency in customer service. This changes streamline the waiting line of getting service by increasing the number of lines, channels, and even phases in order to get customers the help they need.
Interestingly, Bose also noted how the most efficient way for tools such as this to be effectively implemented to manage waiting lines and increase efficiency is to closely examine the current processes before the implementation of new technology. Insuring each aspect of the network is working as best it can is an essential factor before artificial technology advancements can be properly applied. To inject technology into a bad process will not provide the results these types of advancements are targeted for.
While the overall impact of technology such as this is beneficial for consumers and their perceived-value, it could potentially hurt telecommunications businesses relying on the outsourcing of other companies customer service efforts. Comprehensive analysis tools such as this can make it easier for management to retain their customer service departments internally and manage directly instead of paying another company to do it. This allows them to have more control over their customer interactions while still having the flexibility to make process improvements and examine service times. Technological advancements such as this will improve service processes in the future and directly help companies connect with their own customers.