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Why Your Call Center is Only Getting Noisier (mckinsey.com)
From a report by research firm McKinsey & Company: Organizations have been investing in all manner of customer-facing technology solutions to replace live calls. Of all operational call-center technologies, digital solutions were ranked as one of the most important over the next five years by four out of five executives. Only agent desktop tools ranked higher. These technologies begin with websites, chat bots, and apps and extend to artificial-intelligence robots that simulate human conversations -- redefining the way organizations interact with customers -- as well as more tried-and-tested functionalities such as improved web, app, or self-service capabilities in interactive voice-response (IVR) systems. And yet, despite this plethora of technology solutions, we see that calls are not going away and instead are catching call-center executives off guard in their efforts to reduce volumes. It's not that a spike in call volumes is necessarily a bad thing. On the contrary, the proliferation of digital tools can awaken previously dormant customers, sparking new inquiries from an engaged customer base. But in many instances, we've also observed that the volumes of unwanted calls exceed what would be expected during a learning period, or remain constant or rise over time, defeating strategic goals and leaving managers bewildered and unable to tie tech investments to improved operational outcomes. Why are so many organizations struggling with reaping the full benefits from these investments? In our experience, the answer often lies in two core areas. First, as companies turn to technology to address call-center volumes, they allow customer experience to take a back seat to digital technology in their operations, creating dissonance in direct customer interaction, where the objective is harmony and efficiency. Second, by counting on technology to solve their call-center issues, executives lose focus on core operations and upset the balance between human interaction and automation in an era of evolved customer service.
I'm not sure I understand what the problem / issue is.
The best customers are the ones who never call.
Why bother keeping your worst customers?
How about when you direct people to your web page to try and solve their issue, you give them useful information.
One can use Microsoft as a prime example of the hoops one has to jump through to find a simple solution. If the question is, "How do I add a mailbox to Outlook?", the page should not start with:
A shared mailbox can be a practical solution for any business with groups of people working from different locations. With the right permissions, any person in a group can access a shared mailbox that appears in their address book. The shared mailbox is automatically available in the Folder pane in Outlook. (taken directly from the Microsoft page)
No one cares about a "practical solution". They want to know how to add a mailbox to Outlook. Nor do they care about why one should use a shared mailbox. They asked how to add a mailbox. In fact, nowhere on the page does it tell you how to add a mailbox. It does everything but that.
If you want your call center volume to go down, provide useful information, information which is not buried ten menus deep or stuck in some corner with an obscure name.
You know why people keep calling you? Because your information pages technology sucks. That's why.
We will bankrupt ourselves in the vain search for absolute security. -- Dwight D. Eisenhower