Responding to evolving consumer preferences regarding digital engagement and empathetic services requires a balanced combination of smart technologies and smart human talent, asserts a special report by Knowledge Executive.
As more consumer activity shifts online, the need to embrace a digital-first engagement strategy is driving the smart technology transformation agenda among contact center operators and business process outsourcing (BPO) providers.
“Deploying smart digital technologies within customer experience environments supports and empowers agents and customer service personnel by informing and guiding more complex person-to-person engagements, effectively creating “super agents,” elaborates Mark Angus, CEO, Researcher & Strategist at Genesis Global Business Services | Knowledge Executive (GKX).
“Our extensive industry research affirms that operating and competing effectively in this era of hyper-personalized engagement requires a smarter approach with a combination of artificially intelligent interaction and emotionally intelligent engagement.”
The main message to emerge from the white paper is this: combining high performing employees with advanced digital capabilities and technology delivers future-ready frontline and back office customer engagement capabilities.
“As such, the white paper focuses on what customer experience tasks are suited to humans and what tasks are best suited to robots,” states Angus.
The special report notes that customer engagements exist on a spectrum, with automated and self-service smart technologies on the one end and agents providing empathetic, warm and friendly interactions at the other end.
“As the prominence of smart technologies grows in the contact center, operators will increasingly augment these solutions to extract greater value from talented staff by up-skilling or re-skilling them to perform more advanced job functions with the assistance of technology. This will also create numerous new job titles.” says Angus.
Potential new jobs and future roles in a more technology-enabled customer-centric service environment would likely include experts that manage combined robotic workers and human agents.
“So expect to see new job titles enter the workplace such as ‘Data Detective’, ‘Human-Machine Team Manager’, ‘Digital Journey Architect’ and ‘Master of Edge Computing’. The white paper explains what these smarter jobs of the future could look like,” says Angus.