Act 1: The quest for the Zen Screen

A few years ago, Xavier Niel declared in the Society magazine The employees in call centres are the workers of the 21stcentury. It's a horrible job. The job they do is the worst job.

At ViaDialog, we were concerned because we have been familiar with this industry since 2005. We therefore decided to analyse this situation in detail to get a more accurate picture...

A clear and unambiguous statement

A quick tour of a contact centre shows that call centre agents spend their day juggling different application windows, their telephone handset, headset, keyboard and smartphone.

Each of them opens at least 5 stand-alone software applications, and sometimes up to 10, in order to switch from one contact channel to another (telephone, email, chat, SMS, WhatsApp, etc.) or to navigate within CRM, ticketing, ERP and other in-house applications. It is a real obstacle course, punctuated by high speeds, First Call Resolution objectives, average waiting times that must not be exceeded, maximum processing times that must be respected and satisfaction indices that must be achieved at all costs!

Whether they are on site, in telework or offshore, the work is the same and the time is the same. Not to mention the time spent on training, steering committees and daily debriefings. And so, yes, call centre agents are indeed the new workers of modern times.

Their assembly lines are now customer queues, and if their tools are no longer sheet metal presses, they are now sophisticated software. And therein lies the rub. Each window is a stand-alone piece of software, with its own drop-down menus, graphics, notifications and ... its own logic. The paths to complete the business actions are long, the re-entry of information frequent, and the information fragmented.

Offering customers multiple touch points, whether by phone, email, SMS, or WhatsApp, has become essential to delivering the best possible customer experience, but this requires the deployment of dedicated software for each channel.

In order to have a 360° view of the customer, it is necessary to know the entire state of his consumption, the reason for the day's contact, to be able to access the history of all former contacts, to be able to retrace the thread of conversations carried out by email, chat, etc., and finally to reconstitute his navigation before landing at the customer relations centre, with customers who are in a hurry and are looking for efficient and immediate solutions.

Negative consequences for contact centre agents...

This state of affairs has two major consequences: permanent stress for the agent and recurrent dissatisfaction for the customer.
As business becomes increasingly demanding and competition ever tougher, agents must master all these components in order to access the right information, take the right action and report back without delay. The selfcare Although the telephone saves them a lot of interaction, it is clear that the telephone is still the best way to get good service, and the one preferred by the majority of customers.

At the same time, customers are just a click away from another supplier, sharing their experiences on forums, rating customer services and products through publicly shared reviews and never hesitating to criticize a merchant who is slow to respond or responds out of line.

Faced with this observation, we at ViaDialog have given a lot of thought to how to resolve these frictions. And in this quest for the " Zen Screen ", we have come up with some truly innovative and original ideas....

Next episode

Update of the article: 27 December 2021

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