2020: The Year That Changed Customer Service Forever


A picture of a team working together in 2020

Anne Webster of NICE inContact discusses why she believes that 2020 was the year that changed customer service and customer experience forever.

The global coronavirus pandemic was the story of 2020. The public health crisis dramatically changed human behavior, redefining the relationship between businesses and their customers.

From Fortune 500 companies to small businesses to nonprofits, public-facing organizations faced a daunting task. They had to address the urgent needs of their customers, all while providing a safe work environment for their employees and agents.

In most instances, customer service and support leaders were asked to steer this project. This required a major overhaul of their contact-centre operations.

In 2020, contact centres around the world tore up their customer service scripts. Agents were not only dealing with new issues related to the pandemic, but they were doing so from their own homes as organizations abandoned their traditional office spaces for a work-from-home model.

To help manage the sharp increase in customer interactions due to COVID-19, companies of all sizes turned to the latest customer experience (CX) technologies. Thousands of contact centres adopted new platforms, and even more fast-tracked their move to the cloud.

As NICE inContact reflect on the past year, they are proud of their efforts to assist customers new and old. NICE inContact took immediate action on the product side with the release of CXone@home, which helped thousands of organizations quickly transition their contact centre agents to remote working in the early days of the lockdown.

They also spent significant time working with their users to better understand the new customer journey. They have shared their findings along the way, offering thought leadership that hopefully informed customer experience decisionmakers.

Here’s a roundup of their top insights and recommendations as contact centres look to capture the lessons of 2020 to inform a more digitally agile foundation for the year to come:

Building a Sustainable Strategy for Remote Agents

At the outset of the COVID-19 pandemic, business continuity was the challenge of the day: Continuity for customers who still wanted and needed to engage with their favorite businesses, and also continuity for employees who were asked to maintain their level of productivity.

Unfortunately, most organizations did not have a plan in place for such a crisis, so customer service and support leaders had to create contingencies on the fly. Many decided to virtualize their contact centres, having their agents provide service from the safety of their own homes.

NICE inContact is not a stranger to remote work. Many organizations used CXone prior to the pandemic to enable their agents to work from home. They have seen what works and what doesn’t.

Chris Bauserman, vice president, Segment and Product Marketing, built a strategy for remote agents that incorporated the best practices. First, contact centre leaders need to do an audit.

“In the short-term, as the number of remote agents grow, now is the best time to conduct an audit to see where there are gaps in performance metrics between remote and in-centre staff,” Chris writes.

“Have scores dropped or even increased? Identifying those differentials provides an important basis for maintaining an experience standard, regardless of where agents are located.”

Coaching and collaboration is also key. Platforms like CXone can help with that.

A headshot of Chris Bauserman

Chris Bauserman

“Modern cloud customer experience platforms approach coaching and collaboration from a location-agnostic perspective,” Chris writes.

“In many ways, they’re designed to replicate the in-person experience as closely as possible through high-quality omnichannel functionality. That way, agents can have open, honest and productive discussions with their teams. From interaction analysis to 1:1 video, there are safeguards installed in order to ensure that agent development is a constant.”

Cutting Contact Centre Costs in COVID-19

Many businesses made drastic changes to their operations knowing that the economic downturn had hurt their financial outlook. While customer service is sometimes a victim of cost-saving measures, most forward-thinking companies realized that their contact centre had become more than a necessity.

The C-suite’s renewed interest in customer service did not mean carte blanche for contact centre spending. Many contact centres had to juggle growing customer demand in the near-term while ensuring costs did not balloon in the long-term.

Gayathri Krishnamurthy, NICE inContact product marketing director, noted in CustomerThink that there is not a cookie-cutter approach for every organization that has to cut costs. Nevertheless, there is one thing business leaders should keep in mind when it comes to contact centre investments.

“Cloud-based platforms do not just improve finances by increasing efficiency and optimizing workload management,” writes Gayathri Krishnamurthy.

“They also eliminate costs around maintenance, upgrades, redundancy and scale, reducing costs dramatically when it comes to implementation and integration. A recent Forrester study found the economic impact of investing in cloud technologies quantifies benefits not just in terms of high TCO but long-term ROI and rapid paybacks.”

Cloud Helped Small Businesses Connect Amid COVID-19

Small and mid-size businesses bore the brunt of the COVID-19 crisis, as many were forced to temporarily shutter after public officials implement stay-at-home orders.

Nevertheless, many companies with smaller contact centres were able to withstand the early onslaught of the virus by having their agents plug in at home.

From early spring to the dead of winter, businesses leveraged the cloud to replicate the pre-2020 agent experience at home.

This was a big move for smaller contact centres, which traditionally are more reliant on hardware housed in physical contact centres. Some small and mid-sized businesses found a quick fix in browser-based contact centre applications that allowed agents to perform their duties from their personal computers.

But setting up an agent portal at home fell short of a panacea. As Mark Ungerman, NICE inContact product marketing director, pointed out in Smart Customer Service, contact centre managers still required feedback and reporting.

A thumbnail picture of Mark Ungerman

Mark Ungerman

“After transitioning to work from home, managers must find a way to keep a healthy pulse on their operations, which presents obvious challenges when everyone is fully remote,” Mark writes. “Even the most intuitive interfaces that simplify the agent experience cannot eliminate the need for managerial oversight.”

Mark continues: “Software can empower managers to maintain their supervision over agents through quality management tools to listen in on live calls remotely, monitor performance, and roll out spot training when necessary, as they would when working shoulder to shoulder.”

Reopening Plans Must Look Forward, Not to the Past

It was a long year, but the end of the pandemic is in sight. As the economy reopens, businesses that are returning to offices will need to develop a plan to accommodate new working conditions.

In ICMI, Chris offered a few things for contact centres to keep in mind in 2021, including hybrid staff models.

“While some contact centres may evaluate the benefits of permanently keeping staff at home, the likelihood is that the majority will opt for a hybrid model,” Chris writes.

“Depending on the size and unique needs of your contact centre, this could take shape in a number of ways – including rotating agents in and out to reduce office congestion or designating some agents as remote versus in-person.”

Policies in contact centre will also likely change, as businesses should think about discouraging handshakes and keeping internal meetings and training sessions virtual. Despite these modifications, contact centre leaders must keep the human touch in mind when it comes to their interaction with customers.

“As agents begin to return to the office and reclaim a sense of normalcy, it’s an opportunity for them to take the lessons they learned through the early phases of the pandemic to translate into striving to provide a more human touch to CX,” Chris writes.

“For example, as agents and customers have navigated the pandemic, they’ve seen firsthand just how far empathy and other soft skills can go. Problem solving and communication are now skills every agent must excel in to succeed to meet customer needs.”

How to Bolster Customer Experiences With Business Agility

NICE inContact CEO Paul Jarman repeatedly emphasized the need for agility in 2020, something he advanced in his column for the Forbes Technology Council.

Paul explains why:

A thumbnail image of Paul Jarman

Paul Jarman

“Agility and continuous improvement have long been defining attributes of successful businesses. Typically powered by the immediate access of data, organizations can quickly identify, understand and act upon opportunities and challenges in near-real time.”

“In today’s world of constantly shifting customer expectations, that agility is vital for achieving consistent, sustainable growth. In the wake of global disruption stemming from the COVID-19 pandemic, these attributes have also proved to be an effective facilitator of organizational continuity.”

Paul offers several pointers to make contact centres more agile, including understanding and eliminating variables, addressing unexpected needs of customers, and rethinking what success looks like.

“As businesses look to increase their agility, it isn’t just a matter of changing process but measuring how those processes are working,” Paul writes.

“They need to be able to deploy new capabilities to cater to different measurement systems on the fly — for example, increasing agent chat capabilities as a result of spikes in chat usage among customers.”

Thinking Differently About Digital in Your Contact Centre

Digital transformation did not start in 2020. Many companies enjoyed the perks of digital technologies before the coronavirus pandemic. Consumers, meanwhile, have been ahead of the curve, favouring new tools like social media to communicate with the world around them.

One way contact centres dealt with the influx of traffic in 2020 was through omnichannel functionality. Chris summed up the value of digital channels in a piece in Contact Center Pipeline.

“Digital plays an important role in streamlining and optimizing customer experiences, particularly among those on the lower end of the complexity spectrum,” Chris writes. “Chatbots, for example, can automate up to 50% of customer interactions across chat and messaging, quickly and effortlessly delivering the right information without any hassle.”

He continues: “Furthermore, a cohesive digital-first omnichannel ecosystem allows for the simple transfer of data and context as customers move along the CX journey. Contact centres need to eliminate headaches, and this is an important step in achieving that.”

The need for a seamless customer experience will exist once COVID-19 fades away. More and more customers are inclined to switch to a competitor if they have a poor experience marred by long queues and unanswered questions.

“Chat, text and social media enable contact centres of all sizes to maintain consistent, exceptional outcomes for customers,” Chris concluded.

Evolving Contact Centres

Everything changed in 2020. But for contact centres, it wasn’t just temporary modifications. The pandemic required a complete reappraisal of contact centre operations, which are likely to soon settle into business as usual processes.

The adjustments made by customer service leaders will have a lasting effect on the customer experience. In that sense, businesses should not look at 2020 as a year of transformation. It was an evolution.

This blog post has been re-published by kind permission of NICE inContact – View the original post

To find out more about NICE inContact, visit: www.niceincontact.com

About NICE inContact

NICE inContact NICE inContact worlds No. 1 cloud customer experience platform CXone combines Omnichannel Routing, Workforce Optimization, Analytics, Automation and Artificial Intelligence on an Open Cloud Foundation.

Read other posts by NICE inContact

Call Centre Helper is not responsible for the content of these guest blog posts. The opinions expressed in this article are those of the author, and do not necessarily reflect those of Call Centre Helper.

Published On: 9th Feb 2021
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