…seems to be the message from the 2015 Dimension Data Global Contact Centre Benchmarking Report. It reveals that, within the next two years, digital channels – which already account for 35% of customer interactions – will overtake voice and that centres hoping to be effective in this environment will need to manage as many as eight different communications channels.
This is a profound change. We all knew the digital revolution was underway but it’s now clear that it’s accelerating fast. The report also reveals, however, that much of the industry is unprepared.
- 57% of contact centres still only operate voice channels
- 4 in 10 centres can’t handle social media – despite this being the No1 channel choice for anyone under the age of 34
- 79% of contact centres say their current technology infrastructures can’t cope with this predicted future
- Centres don’t monitor how well their non-phone channels are performing – which means customer experience is likely to be poor
- Only two thirds of customers who contact an organisation by a digital channel get their issue resolved
- Though customer experience quality is still claimed as a top strategic performance measure, it has fallen for 4 years in a row
But there’s good news too. The report indicates that we can expect to see employee numbers increase in UK contact centres. What’s more, 87% of centres expect to see an increase in digital interactions and 74% expect to see overall interactions (digital and phone) increase. That means there will be more people doing potentially much more interesting work. The scope of agents’ work will broaden and, organisations will need to focus on boosting the skill of their agents.