Dimension Data, the$5.8 billion global information and communications technology (ICT) servicesand solutions provider, announced the results of its 2013/2014 Global
Contact Center Benchmarking Report, which uncovers significant challenges and
emerging trends indicating that the contact center of the future requires a new
caliber of technology and resources to keep clients engaged and employees
happy.
To extract this information, Dimension Data surveyed 817
participants covering 11 business sectors in 79 countries across the Americas,
Europe, Asia Pacific, Australia, and the Middle East & Africa. Participants
of the survey revealed the following:
-- Customers are increasingly dissatisfied
with their contact center experiences, especially Generation X and Y, who
demand a choice of multiple interaction points beyond phone calls, including
web chat, smartphone applications and social media.
-- As contact centers continue to
transition their communications platforms, front-line customer service staff
are leaving their positions at a growing rate.
-- Web chat communications systems may be
the remedy for increasing end-user dissatisfaction, as customers increasingly
expect seamless interaction transitions from one channel to the next.
Contact center workers, end users remain dissatisfied
Contact centers are on an evolutionary path to become highly responsive,
cross-channel multimedia hubs. This transformation is creating increased
complexity for contact center agents because they are not always hired or
trained to communicate within these new channels. As a result, contact center
agent absenteeism is three times higher than contact center management; agent
attrition is up an alarming 26 percent over 2012 rates. The 2013/2014 Contact
Center Benchmarking Report notes that organizations must revamp their operating
models, starting with properly trained agents – or risk losing them.
Customer satisfaction is also down for the fourth year running.
Contact resolution rates have dropped for a fourth consecutive year, leaving
customers with a three-in-four chance of having their issue resolved when contacting
a service provider.
Preparing for multichannel engagement starts with hanging up the
telephone
The global report shows that for Generation Y – individuals born between 1980
and 2000 – the phone is now the third choice of engagement after electronic
messaging and smartphone applications. In addition, the preference gaps for
Generation X (individuals born between 1961 and 1989) between phone, messaging,
and social media is also narrowing.
Almost one third (31.8%) of contact center advisers are now
handling transactions across a variety of emerging channels, such as smartphone
applications. Social media and/or web chat deployments are also on the rise:
50.6 percent of contact centers currently offer, or have plans to implement, a
web chat solution. The number of planned deployments increased 27.2 percent
over the past 12 months, with a further 13.7 percent of survey participants
expecting to have a solution in place over the next two years.
The report shows that organizations are aiming to shift 32.6
percent of contacts typically handled by agents to self-service channels.
However, organizations under pressure to meet multichannel demands have rushed
the haphazard implementation of solutions that only address one channel. As a
result, self-help options in the contact center are not catching on as
expected, and isolated technology systems are hindering the multichannel
consumer experience. Omnichannel is the way forward, and customers want to hop
seamlessly across channels and experience true connectedness. Omnichannel
interactions that start on one channel and then continue on another, such as
web chat, are no longer a “nice to have” feature, but a necessity.