Internal Digital Communications

6 trends for contact center

  • Sep 10, 2019
  • 61

Rendering of intelligent audio interfaces; automation; hybrid clouds; artificial intelligence and robotization by leveraging the workforce; integration with consumer applications; and new security and compliance challenges guide the evolution of communication channels and services. The dissemination of the use of applications in segments such as transport or digital banking, already conceived of a structure of direct interaction between the consumer and corporate systems, is far from signifying the total substitution of interpersonal communication, be it with employees or clients. According to Deloitte's Global Contact Center Survey, in 2019 about 47% of the contacts will still be made by voice. At this moment it would be implausible to highlight or discard a technology, since there are several transformation vectors whose weight varies according to the context of each organization or business activity.

A disruptive tendency is that interpersonal communication, no matter what technology, becomes more relevant and more valuable the more agile and effective it is. Without pretending to exhaust all the changes we have for the next few months, we list some of the key trends based on the demands and projects of organizations that look at new technologies from the perspective of their operational efficiency and competitiveness goals.

Speech Recognition and Speech Recognition with a Focus on User Experience

Along with broader phonetic libraries and the ability to understand the diversity of speech in Brazilian Portuguese, we see the increasing substitution of limited interfaces, such as DTMF, through NLU (natural language understanding). Although the application of artificial intelligence is already feasible for building more sophisticated dialogues, NLU projects based on targeted conversations allow for simpler and more agile implementations with great results in service creation (for example, DTMF is limited to 8 options at each step, while NLU applications identify up to hundreds of phrases or expressions).

In addition to Speech Recognition, related to human-machine interfaces, we also see a growing use of voice recognition (biometrics) as a way to obtain more robust authentication, rather than registration checks (birthday, mother name, etc.). ) which, in addition to doubtful effectiveness, increase the Average Time of Service (increasing the cost of the operation), and causes discomfort and dissatisfaction to customers.

Automation for productivity Scalability in operations

As customers deepen their relationship with companies, support for products and services increasingly involves the exchange of information between different systems (cadastre, logistics, financial, queries to external databases, etc.). Objective automation solutions come to keep both the operator and the end customer away from the complexity of this heterogeneous environment and ensure immediate response in every context without the work and risks of having to switch between different platforms. In addition, operators should spend more time analyzing the information and needs of the customer to better serve them, and less just registering information in different systems.

As-a-service models provide agility and operational and financial flexibility

The as a service model in conjunction with the evolution of cloud communication platforms allows the analysis not only to be based on the comparison of CAPEX vs OPEX, but also considered strategic benefits such as flexibility of growth and reduction of licenses and infrastructure, scalability , security, geographic distribution, home office, redundancy of locality and consolidation / standardization of technologies in use by the organization. These benefits can generate competitive advantages in both the Corporate Communication environment (UCaaS) and the contact center as a service (CCaaS), as well as allowing the integration between both of them in a more effective to the final customer.

Robotization and Artificial Intelligence side by side with human work

As much as technology extends the opportunities for self-service and direct interactions, the models still can not map all the needs and forms of interaction of the final customers. Therefore, the best strategy for using AI and machine learning technologies is to complement them with human service when unmapped situations are verified. From that moment an operator, armed with all the information collected during the automated service, can analyze the context of the client and proceed with the conversation in order to ensure that the client has his need addressed in a more agile and effective way.

An extension of the application of these technologies will also be its use to analyze the service that an operator is providing to a customer and can map or predict situations and allow the operator to be sent real-time guidance to ensure a more agile and assertive service.

The era of APIs - the customer determines its technology

Telephone, e-mail, and other "unowned" channels have both the past and the future better defined, but other communication tools have unpredictable cycles of expansion and recall, which need to be addressed with proper agility. At this point, we see the "universalization" of WhatsApp as a preferred tool for multi-generation users. Depending on the industry, support for social media, mobile apps and other applications can be decisive for keeping in touch with your target audience. In this context, the ease of integrating the communication infrastructure and existing systems with the "waves" that come or are to come is essential for the preservation of both investments and the customer base itself.

Data Protection - Be Careful About What You Know

With the advent of GDPR (general data protection regulation of the European Union) in 2018 and the preparation for the LGPD (General Data Protection Law, effective in Brazil from 2020), control over confidentiality and use of personal data will be vital to the reputation, financial sustainability and very survival of companies.

If today personal information leaks already cause heavy damage to the image and business, the consequences of incidents will be aggravated by both mandatory disclosure and heavy fines (up to 2% of gross annual revenue, according to GDPR).

In addition to the leaks, the use of personal information requires more specific consent terms, which requires a review of procedures related to mailing, leads and other potentially invasive communications.

Along with the acceleration of data security implementations, organizations should review the scope of processes using personal and sensitive information. In practice, the company will think twice about whether it is necessary to ask for your CPF, for example, to avoid risks that are not essential to fulfillment of the end-activity.

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