Free People Up for the Highest-Value Parts of CX

Too many contact centre leaders find themselves trapped in a cycle of firefighting, where their agents are swamped with repetitive queries, administrative tasks, and low-value interactions that sap their energy and limit their capacity to make a real impact on the customer experience.

But there are ways to combat this! That’s why we spoke to CX experts to find out more about what it really takes to shift resources, time, and energy toward work that truly has the most impact.

Devote Energy to the Parts of CX That Truly Require Empathy, Judgement, and Human Insight

The first thing to note is that freeing people up isn’t about reducing workloads arbitrarily – rather it’s about allowing agents to devote energy to the parts of their role that truly require empathy, judgement, and human insight.

AI and chat systems can make a big difference here! And they aren’t a gimmick, they’re practical tools to handle tasks like checking a flight baggage allowance, confirming bank charges, or answering FAQs.

This allows agents to focus on high-value human interactions, such as resolving complex complaints or delivering personalized service.

“By deploying voice automation and chat solutions, we were able to free up time for the empathy and human judgement that truly impact the customer experience.

Automation isn’t about replacing humans – it’s about empowering them to do the work that only humans can do.” – Dan Pratt, Founder & Director of DAP Consultancy

And don’t try to hide your phone numbers to force your customers’ hands either! When it comes to self-service, it’s best practice to display all contact options – phone, WhatsApp, email – clearly alongside self-service resources.

This ensures customers who want to solve problems independently can do so, while those needing human support can find it immediately. This clear access empowers both your agents and your customers, and ultimately eliminates wasted time.

For more, take a look at our webinar on The Empathy Advantage: How Vulnerable Customer Care Drives Business Success

Without Intrinsic Motivation, Time Disappears – Regardless of Workload

Yet freeing people up isn’t solely about technology – it’s also about motivation and focus. Without intrinsic motivation, time disappears regardless of workload.

Quite frankly, agents who are genuinely engaged and purpose-driven will invest their energy in the highest-value activities.

“Intrinsic motivation is key. If people are excited about their work, curious, and feel purpose, time becomes abundant.

The challenge is aligning what employees love doing with what creates value for the customer.

When you find that overlap, employees naturally gravitate to high-value tasks, and productivity rises – without forcing it.” – Nate Brown, Co-Founder and Executive Director, CX Accelerator

Look out for and plug energy drainers too! Contact centre agents often juggle far too many software tools, many of which are redundant or overly complex.

By removing or streamlining them, everyone can win back extra capacity to engage in more meaningful CX work. And the scaled-up benefit of this can be enormous!

For ideas on how to motivate staff and drive employee engagement, read our article: How to Motivate Staff and Drive Employee Engagement

When Everyone Knows What Outcomes Are Most Valuable, Effort Is Concentrated Where It Matters Most

Engaging your teams in high-value work requires clarity too!

Agents must understand the customer journey and know what “success” looks like for their role. By aligning teams around a shared definition of success, leaders ensure consistency and focus.

After all, when everyone knows what outcomes are most valuable, effort will be concentrated where it matters most, and agents will feel empowered to act confidently.

By viewing value through these lenses, leaders can allocate time and resources where they generate the most significant impact.

This approach ensures that employees are not just working harder – they are working smarter, toward outcomes that matter across the organization.

“Freeing people up isn’t just about making customers happier – it’s also about creating value for employees and the organization.

When employees feel their work is meaningful and see opportunities for personal reward, they become strategic assets.

They can identify improvements, share insights, and drive initiatives that elevate the entire business.” – Justin Robbins, Founder and Principal Analyst at Metric Sherpa

Effective Planning Is the Foundation for Freeing People Up for High-Value Work

And none of this happens by chance! Effective planning should be the foundation for freeing people up for higher-value work. This means that leaders must intentionally schedule time for employees to engage in high-value work.

Too often, training sessions or strategic initiatives are the first to be cut when understaffing occurs. The result is almost always a reactive workforce, focused on transactional tasks rather than meaningful engagement.

“Investing in the time for high-value work is critical. If you’ve scheduled training or strategy sessions, don’t cancel them at the first sign of pressure. You’ve already invested in these resources.

Sticking to your plan ensures that employees can deliver exceptional service and develop the skills to provide long-term value, rather than just chasing short-term metrics.” – Jamie Storer, Sr Manager, Workforce Optimization at Columbia Sportswear Company

For practical methods to keep on top of training in a short-staffed contact centre, read our article: How to Keep on Top of Training in a Short-Staffed Contact Centre

Is the Goal to Resolve Calls Quickly or to Create Exceptional Experiences?

Planning also means making deliberate decisions about customer interactions. In transactional contexts, speed might suffice.

But in relationship- or service-driven industries, prioritizing quality and high-value engagement is essential for reducing repeat interactions and improving long-term satisfaction.

Therefore, leaders must be clear about their business objectives: is the goal to resolve calls quickly or to create exceptional experiences?

It’s important to know where you’re starting from, as high-value CX often requires sacrificing some immediate efficiency for long-term gains.

However, by maintaining focus on customer service excellence, organizations foster loyalty and a positive brand perception.

Employees also gain the satisfaction of meaningful work, which reinforces intrinsic motivation and engagement.

Leaders Who Succeed Create Sustainable Value for All Stakeholders

Ultimately, freeing people up for high-value CX is about long-term thinking.

By carefully managing which tasks are automated, which interactions require human judgement, and how employees are trained and motivated, it’s possible to create a workforce that is both highly efficient and highly impactful.

And when leaders get this right? They don’t just meet customer expectations – they exceed them, fostering loyalty, trust, and long-term success.

What Have You Tried to Free People Up for the Highest-Value Parts of CX?

Click here to join our Readers Panel to share your experiences and feature in future Call Centre Helper articles.

With thanks to the following people for sharing their thoughts for this article:

• Dan Pratt, Founder & Director of DAP Consultancy
• Jamie Storer, Sr Manager, Workforce Optimization at Columbia Sportswear Company
• Justin Robbins, Founder and Principal Analyst at Metric Sherpa
• Nate Brown, Co-Founder and Executive Director, CX Accelerator

If you are looking for more information to help you improve CX in your contact centre, read these articles next:

• How to Design Exceptional Customer Experiences
• Tried and Tested Techniques to Make Customers Feel Special
• Has the Term “CX” Lost All Meaning?

Author: Megan Jones
Reviewed by: Xander Freeman