Due to the human nature of interaction, contact centres should instead focus on providing customers with conversations that are relevant, intelligent and timely. Effective call centre agents should be able to gain meaningful insight and information from customers by positioning their dialogue in a manner appropriate to the individual conversation. By building an emotional connection with customers through showing an interest in the conversation, representatives are far more likely to make the consumer feel they’ve got some value to gain.

Instead, of agents being put in a position where they have to faithfully follow a script they should be supported with more of a guide, which would allow staff to have relaxed and conversational discussions, deepening the customer experience. Those agents that envisage themselves in the customer’s situation are in a better position to understand the process and advantages to their conversations, and empathise with a consumer’s decision making process. Through empowering agents with information and treating them as valued resources, they will be confident in knowing how, and when to ask the right questions.