Why use Artificial Intelligence (AI) in a call centre?

Artificial Intelligence (AI) is transforming customer service and it’s just getting started. Modern call centres use AI to improve the customer experience (CX), increase agent engagement and effectiveness, and lower the costs of their operating models.

Call centre AI has been incorporated into many core channels and technologies. Customers can use self-service through virtual agents or chatbots based on Artificial Intelligence technology, agents can receive real-time guidance on how to handle interactions based on customer sentiment, and supervisors can receive help identifying the best algorithm for using in specific contact centre features.

Maximizing the benefits of call centre AI requires a thoughtful approach. Not everything will benefit from Artificial Intelligence, but when applied to certain use cases, AI can produce great results.

1. WHAT IS CALL CENTRE AI AND WHY SHOULD AN ORGANIZATION USE IT?

Artificial Intelligence is a branch of technology that tries to make computers act intelligently (like humans) so that they can make decisions, recognize speech, plan, adapt to circumstances, make predictions and solve problems. One form of AI, machine learning, even makes apps smarter over time and usage.

Like most technology, as Artificial Intelligence advanced, its adoption increased. Today, AI is found in many contact centre applications, such as:

• Workforce Management (WFM): for smarter forecasting.
• Automatic Call Distribution (ACD): for predictive behavioral routing powered by AI.
• Interactive Voice Response (IVR) systems: to allow customers to interact with conversational voice bots on the IVR.
• Interaction analysis: to analyze each contact in order to identify trends, contact drivers, customer sentiment, and call centre quality.
• Agent desktops: to provide guidance and facilitate task automation.
• Interaction channels: to provide improved self-service and better profitability through tools such as virtual agents.

As for the “why,” call centre AI can make processes smarter and more accurate, improve customer and agent experiences, lower costs, and provide organizations with useful information. But ultimately, why depends on the goals of the company.

2. WHY IS AI RELEVANT TO THE CONTACT CENTRE NOW MORE THAN EVER?

Last year the organizations were put to the test. According to a survey of call centre decision makers, 92% of customer service centres experienced volume increases from all types of interaction. And they had to handle it with reduced resources while switching to a remote agent model.

Successful companies provided customers and employees with peace of mind, stability, and easily accessible information. Modern call centres using flexible technology were able to adapt to growing customer demands by leveraging AI and automation. For example, many organizations quickly deployed bots to their websites or IVRs to increase self-service usage and reduce call and chat queues.

Perhaps the most important lesson learned in the last twelve months is that, although business interruptions cannot always be controlled or even predicted, you can tell if we are there to manage the unexpected. AI can give contact centres the agility they need to react to anything. In other words, Artificial Intelligence is relevant to call centres “now more than ever” because it can be the key to remaining viable in an unpredictable world.

3. WHAT ASPECTS OF CALL CENTRE AI SHOULD CUSTOMER SERVICE LEADERS INVEST IN NOW, AND WHY?

They should invest in AI bots that enhance self-service and capabilities that increase the effectiveness and engagement of remote agents. But first, you need to have the right technology platform.

a. A CLOUD PLATFORM WILL HELP ENSURE THE SUCCESS OF CONTACT CENTRE AI

If your call centre uses outdated technology, you should first consider migrating to a cloud platform to maximize the performance of your AI solutions. Cloud technology is a critical enabler of AI due to its ability to process large volumes of data on demand. An investigation revealed that 66% of non-cloud contact centres plan to accelerate their move to the cloud as a result of the pandemic.

b. AI BOTS TO IMPROVE CUSTOMER SELF-SERVICE RESULTS

Bots are a wise investment in AI. Users are getting used to bots, and when properly designed, bots can provide effective self-service 24/7. Additionally, they can be used to collect customer information by facilitating agent interactions, which can significantly reduce handling times. AI bots are being widely adopted among call centres: 40% of companies plan to invest in them next year.

c. IMPROVED SELF-SERVICE CAPABILITIES

Bots can help connect customers with timely and valuable information. Plus, during volume spikes, smarter and highly scalable self-service helps customers avoid long phone and chat lines, helping to alleviate stress and frustration.

d. LEVERAGING CONTACT CENTRE AI FOR REMOTE WORK

As a result of the pandemic, many call centres have had to send agents home to work remotely. It turns out that companies and agents like the new telecommuting model, and as a result, 70% of companies plan to continue to allow agents to work from home in the future. To successfully make this shift to “the new normal,” call centres must take advantage of AI tools that provide agents with real-time feedback on every interaction.

Additionally, predictive behavioral routing can make interactions more satisfying and generate optimal quality management analytics for agents. It’s important to make remote agents feel connected to their teams while developing them and monitoring their performance. AI can help with all of those areas.

4. WHAT ARE THE STEPS WE MUST FOLLOW TO USE CALL CENTRE AI? WHAT WOULD BE THE BEST PLACE TO START?

Implementing a self-service bot designed for business needs is a great place to start. It is known if the right bot is being used if it helps to:

• Understand the data. Chatbots will be more successful with simple, predictable, and unemotional transactions. Understanding data will ensure choosing the correct contact types for the bot to handle.
• Understand the customer journey. Placing AI self-service at the right point in the customer journey will ensure that users use it and help them achieve their goals.
• Find the right partner. Find a technology partner to help you with custom design and implementation.
• Develop use cases. The use of AI in the call centre is related to driving business results. Develop use cases to ensure AI is being applied to the correct interactions and functions, including all stakeholders to be accurate and get buy-in from the organization.

5. HOW CAN CONTACT CENTRE AI BE BEST USED FOR PROFIT? WHERE CAN ROI BE FOUND?

AI bots that can handle a high volume of repetitive tasks, such as answering questions, scheduling appointments, providing order status, and resetting passwords, will bring profit to call centres.

Bots have to be smarter to handle complex interactions; therefore they have to be used for more repetitive tasks and queries.

6. HOW CAN AI HELP WITH REMOTE WORK?

Artificial Intelligence can help with many aspects of agent management, motivation, and training, all of which extend to remote agents. Call centre AI can:

• Improve forecasting accuracy and provide automation that eliminates spreadsheets. Better forecasts lead to better schedules for agents in the office and at home.
• Identify blind spots and emerging issues, including potential complications with agent sentiment and quality.
• Allow agents to avoid burnout by relieving them of repetitive tasks. This can increase engagement because agents will spend more time on value-added tasks.
• Help agents with knowledge base tips and process automation.
• Because call centre AI is not limited to a physical facility, its capabilities can benefit agents and supervisors regardless of where they work.

In conclusion, AI has the potential to transform the way the call centre operates and delivers customer experiences. That’s why so many companies are investing in bots, advanced analytics, and AI-powered contact centre applications. Organizations must use AI for very specific purposes and drive business results. The secret to AI’s success is not in its adoption, but in how it is used.