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Improving contact center productivity in the telecoms industry

Ring Central Blog

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5 min read

In an industry marked by rapid innovation and volatile customers, telecoms are now mainly differentiating through customer experience. CX becomes the main criterion of choice, as product and prices are often similar between competitors.

One of the significant changes observed in this area is the growth of digital customer interactions. Whereby the processing of large volumes of messages across various channels requires to adopt a new contact center organization oriented toward productivity. Utilizing the right processes and tools, telecoms can improve their productivity to manage more interactions with the same resources while keeping a consistent service quality.

The benefits of productivity improvement

The shift to digital interactions can be observed in all industries and is even more so for telecoms. 92% of customers think that stores are not a must-have for mobile operators, highlighting the expectations for digital experience in this sector and the relevancy of digital-only players.

Unlike synchronous phone calls, digital channels operate both synchronously and asynchronously. Meaning that transitioning from phone calls to digital interactions requires profound changes in the contact center organization.

Rather than replying only in real-time, agents can manage more than one interaction at a time. Contributing to improving productivity and smoothing the activity across the day.

One of the most apparent benefits of productivity gains is the reduction of costs. However, the impact is going beyond that and brings the following advantages:

Facing challenges of resources management

Within the contact center, agent recruitment and retention are challenging areas. Studies show that contact centers tend to see turnover rates from 30 to 45%.

This problem can be explained by various reasons including, stress, monotonous tasks, and inappropriate work environment. On this latter issue, 75% of agents reported being unhappy at work when the tools they use to communicate hinder productivity.

75% of agents reported being unhappy at work when the tools they use to communicate hinder productivity. Click To Tweet

When serving millions of customers, telecoms need to rely on large teams of agents. Turnover can then represent thousands of employees leaving every year, associated with significant costs (hiring, training, productivity loss).

Adopting a scalable approach helps telecoms face the challenge of resources management. By developing contact center staffing models, companies can standardize the following:

Scalability allows telecoms to reduce costs, ease agents’ onboarding, and ultimately make customer service efficient. The contact center can then evolve and adapt to the changing expectations of customers, essential to improving agents’ productivity…

How to improve productivity?

One of the first steps to improve productivity is to unify the management of all digital channels within a single interface. This helps improve customer service teamwork and allows you to move away from a siloed team organization based on channels.

Having each agent able to answer on all channels means that telecoms can adopt an organization based on skills: billing, sales, technical assistance.

Telecoms can rely on #AI, smart routing and #analytics to improve their #ContactCenter productivity Click To Tweet

A unified customer engagement platform integrates features that enable productivity gains:

88% of CX professionals believe AI will enhance, not replace, agents Click To Tweet

Finally, telecoms need to connect all their customer service apps such as CRM, Customer Engagement Platform, Business Intelligence (BI), Workforce Management (WFM)… The circulation of data enables the optimization of processes between tools and contribute to productivity improvement. By relying on an open platform, telecoms also make sure they are ready for the future: whatever new tool or channel is needed to innovate, they can easily integrate it.

Originally published Jan 10, 2020, updated Sep 10, 2021

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