Explore fresh, expert perspectives on customer engagement and innovation

Public sector contact centres are on the cusp of a digital revolution, aiming to streamline processes, personalise interactions, and delight customers with efficient and user-friendly experiences. However, embarking on this journey often comes with budgetary limitations. While long-term digital goals are crucial, the needs of your contact centre can’t wait. In this blog post, we’ll explore practical strategies to bridge the gap between your current state and digital goals.

Public Sector Budgets & ROI for 2024

The local government finance settlement for 2024-25 makes £64.7 billion available for local government, a 7.5% increase. The Government promises £4.2 billion in funding in 2024, allowing UK public services to invest in new technologies like AI and replace outdated IT systems. However, a study by the Department for Levelling Up Housing and Communities showed that councils dedicate only around 15% of their digital budgets to transformation initiatives, with legacy system maintenance consuming resources.

The study also revealed good progress towards digital transformation, with nearly three-quarters of responding councils having an identified technology leader and over half having a published digital strategy. However, budget pressures can hinder upgrading legacy systems, which are often less secure and efficient than modern varieties. On average, 15% of councils’ digital budgets are spent maintaining legacy technology, a figure that should ideally be reduced to zero.

Despite these challenges, studies suggest significant potential for cost savings and improved efficiency through digital tools, with examples of over £41 million in direct savings showcased by the Local Government Association. The public also benefits from faster, more convenient services, while improved data management informs better decision-making. The pandemic accelerated progress by an estimated five years, suggesting some projects can be completed relatively quickly.

Assessing Your Current Landscape

Before tackling solutions, assess your current landscape to prioritise the most impactful initiatives:

• What are the biggest pain points for your customer-facing teams and customers?
• Are there recurring issues with call handling, call waiting, self-service, or team training?
• Envision your ideal state and how technology could empower your team to deliver excellent service.

Practical Interim Solutions

1. Migrate to a cloud-based contact centre platform for more flexibility, control over costs, and regular enhancements. Bring all customer interactions into one platform for easier, more efficient management.
2. Consider workforce management and optimisation tools for automated scheduling, performance tracking, and skills-based routing. Ensure you have the right team with the right skills to handle calls at the right times to improve efficiency and decrease wait times.
3. Refine your IVR menus and route calls automatically to the best people. Explore natural language processing for smarter call routing. A well-designed IVR empowers customers to self-serve while reducing the burden on your agents.
4. Create digital self-service opportunities, like a robust knowledge base accessible to agents and the public. Build out FAQs, guides, and resources. When agents can quickly find answers and customers can easily help themselves, everyone benefits.
5. Use AI-driven insights from tools like speech analytics to coach and develop your team. Invest in targeted training to address skill gaps. Motivated, well-equipped agents are the backbone of great public service.
6. Implement omnichannel communication, allowing customers to interact via webchat, email, or social media for increased convenience and satisfaction.
7. Utilise SMS or email notifications to keep customers informed about appointments, application statuses, or service updates, demonstrating transparency and enhancing the customer experience.
8. Gather customer feedback after every interaction through post-call surveys or email feedback forms. Analyse this feedback to identify areas for improvement and contribute to your long-term digital transformation strategy.

How MaxContact has helped Dudley Council streamline their rental income collection process and improve community service:

Remember the Big Picture

As you implement interim solutions, view them as stepping stones in your larger transformation journey. Define clear metrics to measure success, develop a change management plan to support adoption, and consistently analyse data to surface ongoing improvement opportunities.

Maximise the impact of interim solutions by focusing on measurable outcomes, implementing a change management strategy for smooth adoption, and leveraging data analytics for continuous improvement. These insights can inform both your current operations and your long-term digital transformation goals.

The path to digital transformation is challenging, but with pragmatic strategies, public sector contact centres can make strides even with constrained budgets. By focusing on cloud migration, workforce optimisation, self-service enhancements, agent empowerment, omnichannel communication, and data-driven continuous improvement, you can bridge the digital gap and lay a strong foundation for the future. Embrace the journey and celebrate each milestone – your team and the public will thank you.

Find out more about how MaxContact can transform your public sector contact centre.

Sources:

https://dluhcdigital.blog.gov.uk/2023/09/28/local-digital-evaluation-study-a-snapshot-of-our-initial-findings/
https://www.local.gov.uk/digital-transformation-programme
https://www.virginmediabusiness.co.uk/revolutionise-the-everyday/local-authorities/

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Did you know that 34% of small business owners in the UK remain unaware of the regulations enforced by Ofcom? It is crucial for businesses to ensure they understand and comply with the regulations established by Ofcom. Failing to comply with these regulations can result in serious consequences, including hefty fines and reputational damage.

For example, Ofcom’s strict regulation around CLI usage should be adhered to by all outbound call centres as non-compliance can lead to significant financial penalties, with Ofcom having the power to impose fines of up to £2 million for persistent misuse of electronic communications networks and services. Additionally, the reputational harm caused by non-compliance can erode customer trust and loyalty, ultimately impacting the bottom line.

By familiarising themselves with Ofcom’s guidelines, contact centres can ensure that their outbound calling practices are legal, ethical, and respectful of consumer rights. This knowledge empowers businesses to make informed decisions when selecting dialler solutions and implementing calling strategies. Staying compliant not only helps contact centres avoid costly penalties but also demonstrates a commitment to responsible and transparent communication practices, enhancing customer confidence and fostering long-term relationships.

Understanding Ofcom’s Guidelines for CLI Usage on Diallers

Ofcom has established clear guidelines for the use of CLIs on diallers. According to these regulations, businesses engaging in direct marketing calls must not prevent the presentation of the calling line identity to the recipient. This means that sales numbers should be valid and displayed to the person receiving the call. Communication Providers (CPs) are required to offer CLI facilities by default, without any extra charges, unless it is technically unfeasible or economically unviable.

Additionally, CPs must ensure that the CLI data accompanying a call contains a valid phone number that uniquely identifies the caller and can be dialled back. The recipient should have the ability to return the call using the provided CLI. It is important to note that every call must be associated with a Network Number, which identifies the source of the call, and a Presentation Number, which represents the caller’s identity.

Ofcom may also regard it as misuse if, when a person calls the provided CLI and is connected to an agent or an automated message, no information is provided about the organisation making the call or on whose behalf the call was made, and an opportunity to opt out of future unsolicited marketing calls or messages is not given. Using the call as an opportunity to market to the person without their consent is also a form of misuse.

Other examples of misuse include failing to identify the calling party, making calls to individuals registered on the Telephone Preference Service’s do not call list or the organisation’s own in-house do not call list, and using Automated Calling Systems (ACS) in ways that breach the Privacy and Electronic Communications Regulations (PECR), such as making recorded direct marketing calls without the recipients’ consent.

In addition to the misuses mentioned above, Ofcom also considers silent and abandoned calls as forms of misuse that businesses should be aware of and take steps to prevent. Silent calls occur when the recipient answers the phone but hears nothing on the other end, is disconnected abruptly, hears background noise or distant chatter, or experiences a combination of these issues. These calls can be caused by the use of automated dialling systems or by agents hanging up when the recipient answers. Abandoned calls, also known as “dropped calls” in the call centre industry, happen when the caller intends for the recipient to speak with a live agent but is instead met with silence or an informational message. Ofcom considers calls that are allowed to ring for less than 15 seconds before being terminated, or are left ringing for extended periods, as more likely to cause harm and be subject to enforcement action. Businesses should familiarise themselves with these misuses and take steps to ensure their calling practices are compliant with Ofcom’s regulations to maintain a positive reputation and avoid potential enforcement action.

Consequences of Non-Compliance

Failing to comply with Ofcom’s regulations regarding CLI usage can result in serious consequences for businesses. Ofcom has the power to take enforcement action against persistent misuse of electronic communications networks and services. This includes the use of invalid or non-dialable CLI data, withholding CLIs for marketing calls, displaying inauthentic or unreturnable numbers, and using premium rate service numbers.

Ofcom considers various factors when determining the severity of the misuse and the likelihood of enforcement action. These factors include the volume and rate of silent or abandoned calls, the number of consumer complaints, the seriousness of the harm caused, evidence of deliberate non-compliance, and the time of day at which the misuse occurs.

In cases of persistent misuse, Ofcom can impose penalties of up to £2 million and take action to stop the misuse and remedy its consequences. Therefore, it is imperative for businesses to prioritise compliance with Ofcom’s regulations to avoid costly penalties and reputational damage.

Sure, here are the key takeaways from the blog post, focusing on the Ofcom CLI regulation information:

Key Takeaways: Ofcom Regulations for CLI Usage

• 34% of small business owners in the UK are unaware of Ofcom regulations, which can lead to serious consequences for non-compliance, including fines up to £2 million and reputational damage.
• Ofcom requires businesses engaging in direct marketing calls to display a valid calling line identity (CLI) to the recipient, which must contain a dialable number that uniquely identifies the caller.
• Every call must be associated with a Network Number (identifies the source) and a Presentation Number (represents the caller’s identity).
• Misuse of CLI includes failing to provide information about the calling organisation when a person calls back, using the callback as an opportunity to market without consent, failing to identify the calling party, calling individuals on do-not-call lists, and using Automated Calling Systems in breach of the Privacy and Electronic Communications Regulations (PECR).
• Silent and abandoned calls are also considered forms of misuse. Silent calls occur when the recipient hears nothing, is disconnected, or hears background noise. Abandoned calls happen when the recipient expects a live agent but is met with silence or an informational message.
• Ofcom considers various factors when determining the severity of misuse and likelihood of enforcement action, including volume and rate of silent or abandoned calls, consumer complaints, harm caused, evidence of deliberate non-compliance, and time of day.

MaxContact’s Commitment to Compliance

MaxContact’s platform is built with compliance at the forefront. We’re committed to ensuring strict compliance with Ofcom regulations. One notable aspect of MaxContact’s compliance is our strict policy against using mobile numbers in our dialler system. The use of mobile numbers for outbound calls that do not originate from a genuine mobile device is considered misuse under Ofcom’s regulations. MaxContact recognises this and ensures that our customers’ outbound calls are made using valid and compliant CLI data.

By partnering with MaxContact, businesses can ensure they have compliance peace of mind, knowing that they are utilising a solution that prioritises compliance and ethical practices. MaxContact’s dedication to following Ofcom’s regulations helps protect businesses from the risks associated with non-compliance, enabling your contact centre to focus on delivering exceptional customer experiences for your customers.

Uncertain about Ofcom regulations? MaxContact can help. Get in touch with our team for expert guidance to ensure your contact centre has compliance peace of mind.

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The public sector contact centre industry faces unique challenges in delivering high-quality customer service to the general public while managing tight budgets and dated technology. Here, we highlight several key themes and pain points impacting customer experience in 2024 across local governments in the UK.

Key Challenge #1: Slow Adoption of Digital Channels

One striking finding is the public sector’s low adoption of digital service channels compared to other industries. A recent report states:

“The public sector has some of the lowest take-up of digital channels of any sector, and telephony accounted for more than 80% of inbound interactions in 2018. However, 2020 onwards has seen a major increase in the use of telephony self-service, but this may be due to a drop in live telephony performance in the sector.”

While the central government has pushed for “digital-first” public services, progress has been slow. Public sector contact centres still rely heavily on phone interactions. Depending on the nature of the interaction, transitioning more people to digital self-service, when done well, can reduce costs while still providing easy access to services.

To boost digital adoption, public sector organisations should:

• Ensure digital services are well-designed, easy to use, and accessible to everyone, including the elderly and underserved populations. Define the digital channels’ purpose and then build relevant, helpful content for your contact centre team and the customer-facing assets. Providing excellent support for digital channels will help build trust and confidence.
• Heavily promote digital options and educate people on how to use them.
• Provide easy access to phone service for complex issues or people who require it—don’t try to reduce demand by hiding this option. It only leads to dissatisfaction when people need it the most.

Key Challenge #2: Outdated Technology

Public sector contact centres tend to lag in implementing newer technologies like AI, analytics, and automation.

“The public sector is generally slow to implement new technology, and the relatively small size of many operations also means that it is behind the technology curve, particularly for newer technology such as AI, analytics and email management, as well as outbound-focused technology such as automated outbound diallers.”

Legacy systems can negatively impact public sector contact centre teams’ customer experience and operational efficiency. Modernising the contact centre technology stack is crucial for handling interactions across channels seamlessly and extracting valuable insights from data across the public sector.

Some strategies to address outdated technology:

• Explore cloud contact centre platforms to reduce reliance on legacy infrastructure – which have feature limitations and lack integration options
• Consider point solutions, like outbound dialler technology – they help organisations to increase efficiency without the need to invest in long and complex digital transformation projects.
• Implement AI and automation in phases, starting with simpler use cases like AI-driven chatbots, web chat, and quality-of-life features that make communicating with customers more efficient.

Key Challenge #3: Worsening Speed to Answer

The general public’s expectations for fast service continue to rise, but public sector contact centres struggle to keep up. The report highlights a concerning trend:

“Public sector contact centres have usually seen a higher-than-average speed to answer, which has hugely risen since 2019 and is a concern. Some central government contact centres are under severe pressure to improve their performance, while local government operations will tend to have performance under better control, although their budgets are getting tighter, and they are forced to do more with less.”

Long wait times lead to frustration and more work for agents handling escalated complaints. Improving speed to answer requires a multi-pronged approach.

Tactics to try:

• Implement skills-based routing to match consumers’ requests with the best-equipped agent faster
• Expand self-service options for common requests to reduce live handle time; using tools like speech analytics helps operational leaders understand call drivers more accurately and shifts in conversation trends
• Explore callback technology to give people alternatives to waiting on hold
• Leverage workforce management tools to optimise scheduling and improve forecasting

Key Challenge #4: High Absence and Attrition

Agent engagement appears to be an emerging issue in public sector contact centres. Studies reveal:

“From 2017 until 2021, public sector agent absence rates were below the contact centre industry average. However, the high absence rate in 2022 and 2023 – in line with the jump in attrition and declining performance – is potentially cause for concern.”

Agents are the heart of the contact centre and directly impact customer satisfaction. High absenteeism and turnover disrupt operations and lead to inconsistent service levels as new agents are onboarded.

Some ways to combat absence and attrition:

• Invest in agent training and coaching to build confidence and competence
• Implement gamification to make work more engaging and rewarding
• Gather agent feedback regularly and take tangible actions to address pain points
• Provide clear career paths and opportunities for advancement

Key Challenge #5: Increasing Complexity and Cost to Serve

As people expect personalised, omnichannel service, interactions are becoming more complex for public sector contact centres to handle efficiently at scale. At the same time, budgets remain tight.
“Pent-up demand for phone service will continue to oppose the severe budget-cutting targets that exist at both central and local government levels, which are likely to cancel each other out to a great extent, leading to longer wait times and a greater likelihood of outsourcing, as little budget is available for growing the contact centre figures,” explains the report.

Organisations must find ways to do more with less, leveraging technology, data, and process improvements to reduce handle times and improve first-contact resolution.

Consider these strategies:

• Map customer journeys to identify and eliminate points of friction and unnecessary transfers
• Unify customer data across channels for a full view of interactions and context
• Analyse interaction data to surface opportunities for process improvement
• Implement knowledge management and AI tools to surface relevant information to agents quickly

How MaxContact has helped Dudley Council streamline their rental income collection process and improve community service:

In conclusion, while public sector contact centres face daunting challenges, a strategic approach incorporating new technology, enhanced self-service, and a continued focus on agent experience can help overcome these hurdles. By making steady improvements across channels, technology, and operations, organisations can elevate the quality and efficiency of customer service while effectively managing costs.

With the right strategy and investments, public sector contact centres can deliver the convenient, personalised interactions customers increasingly expect, reinforcing trust in public institutions. While not an overnight transformation, public sector leaders who commit to ongoing contact centre advancement can achieve meaningful progress in 2024 and beyond.

Find out more about how MaxContact can transform your public sector contact centre.

Source: Research public sector stats and quotes – “UK Contact Centre Verticals: Public Sector” (ContactBabel)

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Term Dictionary

This blog uses key terms related to the contact centre industry, as defined by Ofcom guidance. You’ll see these terms throughout the text.

• ADR – Alternative Dispute Resolution: A process where a third party, such as an ombudsman, helps resolve disputes between consumers and companies.
• PSTN – Public Switched Telephone Network: The traditional landline telephone system.
• VoIP – Voice over Internet Protocol: A method for making voice calls using an internet connection instead of a traditional phone line.

Consumer protection monitoring and compliance

Ofcom will continue to focus on ensuring that consumer protection interventions and voluntary initiatives are properly implemented and have a positive impact on consumers. This includes considering new customer protections relating to mobile roaming, inadvertent roaming, complaints handling processes, and any new rules relating to inflation-linked in-contract price rises.

For contact centres, this means a continued emphasis on delivering high-quality customer service and support. Ensuring that your teams are well-trained on handling complaints, providing clear information about services and pricing, and assisting customers who may be facing issues with roaming or unexpected charges will be crucial.

Supporting vulnerable customers

Ofcom will continue to monitor whether providers are treating customers in vulnerable circumstances fairly and giving them the support and services they need. They will work with the UK Regulators Network to improve outcomes for vulnerable consumers.

Contact centres play a vital role in identifying and supporting vulnerable customers. It’s essential to provide training to your teams on recognising signs of vulnerability, handling sensitive conversations with empathy, and offering appropriate support and solutions. Regularly reviewing and updating your vulnerability policies and procedures will help ensure you’re meeting Ofcom’s expectations and providing the best possible service to vulnerable customers.

Tackling nuisance calls and scams

Ofcom will work closely with industry, government, and other regulators to make scams harder to perpetrate. They will help consumers avoid scams by raising awareness and improving information, focusing on addressing voice scams while also exploring options to further disrupt the sending of scam messages.

As a contact centre leader, it’s important to be vigilant about potential scams and to have robust processes in place to protect your customers. This may include implementing stringent security measures, providing regular training to your teams on identifying and reporting suspicious activity, and working closely with Ofcom and other relevant authorities to share information and best practices.

Migration from legacy services

Ofcom will work with communication providers and the government to ensure issues raised by the migration to voice-over-IP services (VoIP), including the ongoing switch-off of the public switched telephone network (PSTN), are identified and addressed to protect consumers from harm and minimise disruption.

Contact centres must be prepared for the transition away from legacy systems and ensure that their technology and processes are up to date. This may involve investing in new infrastructure, updating training materials and scripts, and communicating proactively with customers about any changes that may affect them. Working closely with your technology providers and staying informed about Ofcom’s guidance on the migration process will be key to a smooth transition.

Alternative Dispute Resolution (ADR) review

Ofcom currently approves two Alternative Dispute Resolution (ADR) schemes and has commenced a review to assess whether consumers are receiving accessible, fair, and consistent outcomes from the available ADR schemes in the telecoms sector.

Contact centres should be familiar with the ADR schemes available and have processes to escalate complaints to ADR when necessary. Keeping abreast of any changes to the ADR landscape resulting from Ofcom’s review will be important to ensure you’re providing the best possible support to customers who may need to pursue ADR.

Key Takeaways

• Focus on delivering high-quality customer service and support, with well-trained teams capable of handling complaints, providing clear information, and assisting customers with issues such as roaming or unexpected charges.
• Provide training to teams on identifying and supporting vulnerable customers, regularly reviewing and updating vulnerability policies and procedures.
• Implement robust security measures and collaborate with authorities to protect customers from nuisance calls and scams.
• Prepare for the transition from legacy services to VoIP, investing in new infrastructure, updating training materials and scripts, and communicating proactively with customers.
• Stay informed about developments in the ADR landscape to ensure customers receive the best possible support when escalating complaints.

Navigating the evolving regulatory landscape

In conclusion, while Ofcom’s Plan of Work 2024/25 covers a broad range of areas, there are several key points that contact centre leaders should focus on. By prioritising consumer protection, supporting vulnerable customers, tackling scams, preparing for the migration from legacy services, and staying informed about ADR developments, contact centres can ensure they remain compliant with Ofcom’s regulations and continue to deliver excellent customer service.

Staying proactive, adaptable, and customer-focused will be essential as the regulatory landscape continues to evolve. By keeping these priorities in mind and working closely with industry partners and regulators, contact centre leaders can navigate the challenges ahead and seize opportunities to enhance their operations and better serve their customers.

Uncertain about Ofcom regulations? MaxContact can help. Get in touch with our team for expert guidance to ensure your contact centre has compliance peace of mind.

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As artificial intelligence (AI) disrupts industries at a breakneck pace, the contact centre industry hasn’t been immune to a fog of misconceptions and myths clouding its true capabilities and limitations. We tackled these misconceptions head-on during our webinar titled “Top things you really need to know about AI in the contact centre,” where industry experts Garry Gormley, Founder of FAB Solutions, and Matthew Yates, VP of Engineering at MaxContact, delved into the most prevalent stereotypes and opinions surrounding artificial intelligence (AI) in the contact centre industry.

The panel worked through each myth one by one, revealing whether it was true or false and sharing their invaluable insights on the topic. As AI continues to revolutionise the contact centre landscape, it is crucial for industry leaders to separate fact from fiction to make informed decisions about implementing this technology.

Myth 1: 74% of people believe AI is unethical

False. While a Forbes article from April 2023 reported that 96% of people consider ethical and responsible AI to be important, the majority do not believe AI is inherently unethical.

Yates emphasised the importance of ethics in the context of AI, stating, “Trustworthy AI and ethics is really important, and I think it’s a topic we’re going to see more of.” He also highlighted the need for human accountability, traceability, and good privacy and data governance when building and using AI applications.

Gormley added, “It’s defining what actually is ethical AI. And I don’t think there is a really clear description around what ethical AI is.” He also emphasised the importance of transparency, fairness, and privacy, particularly in areas like voice biometrics, where additional safeguards may be necessary as the technology develops.

Myth 2: Only 1 in 10 contact centres can afford to implement AI

False. A study from Call Centre Helper stated that 51.8% of contact centres now have a strategy built around AI in 2024.

Gormley pointed out that contact centres have been incorporating elements of AI for some time, saying, “It’s affordable. I think it’s accessible, even more so now with all of the different CCaaS vendors starting to integrate more AI technology into things like their chatbot technology and their agent assist.” He emphasised the importance of having the right strategy and deciding how to scale AI throughout the customer journey.

Yates added, “I hope that in 2024, every contact centre out there is thinking about their strategy around AI.” He encouraged decision-makers to identify pain points and opportunities in their customer journey lifecycle and evaluate suitable vendors and solutions accordingly.

Myth 3: AI can detect customer emotions correctly during 65% of interactions

True. AI sentiment analysis has been found to have between 55 to 65% accuracy, which is not far off the human level of sentiment detection, which sits around 60 to 70%.

Yates explained that sentiment analysis involves two parts: analysing the words used in conversations and examining the audio for human emotions. He noted that sentiment analysis through text is currently more mature than audio analysis but expects a combination of the two to provide a holistic view of emotion in conversations within the next 2-3 years.

Gormley expressed excitement about the potential of speech analytics, saying, “I think there are two aspects that I look at. Firstly, the customer perspective, and that’s easier to analyse in terms of the words, the language, and the phrases that customers are saying. But I think there’s also something to think about in terms of the agent sentiment as well.” Garry explained that sentiment analysis can also be used to highlight agent vulnerability, lack of support, or confusion, identifying areas for further training.

Myth 4: 14.2% of people have never interacted with a chatbot

True. A study conducted by Userlike found that 80.2% of customers said they have interacted with a chatbot, 14.2% have never, and 5.5% said that they couldn’t remember.

Gormley emphasised the importance of chatbot design, stating, “It’s never about the interaction for me. The key to a successful chatbot implementation begins all the way back right back to the start. It’s important to think about what issues we’re trying to solve with the chatbot. What’s the flow, and what’s the kind of common customer questions that are being asked so that we can program into a chatbot to have the correct self-serve options.”

Yates agreed, adding, “It’s important to really think hard about what use cases you want to truly solve the problems with a chatbot, and some are too complex.” He noted that while some chatbots can effectively solve problems, others simply act as a holding pattern before connecting with a real agent, which can lead to frustration.

Myth 5: AI can help cut compliance costs by 10%

True. A study in June 2023 found that AI was already helping 36% of tightly regulated industries, such as finance, cut compliance costs by 10%.

Yates highlighted three areas where AI can help with compliance: script adherence, mandatory statements, and vulnerability detection. He explained, “Those three are areas that we see quite a lot across our client base. And certainly, AI could help with those because it can identify any outliers across all contact centres interactions, which in turn helps improve risk posture in the organisation.”

Gormley focused on the impact of consumer duty regulations, particularly in the financial services sector. He noted that AI can help identify issues like misleading statements, misadvice, and selective presentation, which can lead to significant fines from the FCA. Gormley mentioned that in 2024 alone, the FCA had already issued £54 million worth of fines to contact centres.

Myth 6: AI can help to automate 84% of contact centre interactions

False. A study by Zendesk actually suggests that around 40% of customer interactions can be handled by AI.

Gormley questioned the Zendesk poll, stating, “I would love to see that poll by Zendesk done again because I think it’s probably higher in the last maybe 6 to 12 months.” He mentioned that as chatbots and AI are deployed across the contact centre, they can become more intelligent and handle more queries independently.

Yates encouraged contact centres to think carefully about which interactions they want AI to handle and which ones are best left to humans. He gave an example, saying, “For example, if a customer wants to phone up and cancel their Sky subscription, if I’m Sky or if I’m a representative working on behalf of Sky, I probably don’t want to offload that issue to an AI chatbot and would want a human agent to handle that particular query to gain a better understanding of why the customer wants to cancel and to try and retain them if possible.”

Myth 7: 21% of contact centre leaders say that AI is already helping them create a better customer experience

True. An internal research report from MaxContact in October 2023 confirmed that even in the early stages, AI in the contact centre is already proving to enhance CX.

When asked where contact centres should start with AI to boost CX, Matthew Yates recommended, “Start by understanding the problems and opportunities, and identify where AI can best help.” He suggested beginning with quality assurance and compliance, as it offers a tangible ROI and is easy to understand the benefits of using AI to analyse 100% of calls rather than the 2-3% that are manually reviewed today.

Gormley stressed the importance of getting the customer experience right, citing statistics showing that customer satisfaction is starting to drop. He emphasised the need to identify the purpose of using AI, the use case it’s trying to solve, and the data that underpins the journey. Gormley advised, “Let’s take one journey at a time and iterate. Continuous improvement is better than delayed perfection.”

Mindful Implementation for AI Success

As the webinar demonstrated, while AI is an exciting development in the contact centre industry, it is essential to approach its implementation mindfully. By debunking common myths and stereotypes surrounding AI, contact centre leaders can make informed decisions about how to best leverage this technology to enhance customer experience, improve efficiency, and remain compliant with industry regulations. The insights shared by Garry Gormley and Matthew Yates serve as valuable guidance for navigating the evolving landscape of AI in the contact centre industry.

Catch Up On-Demand

Interested to hear more AI truths? Watch the full discussion below.

To find out more about how MaxContact’s AI functionality can help your contact centre unlock hidden insights and boost efficiencies, book a demo with our team today.

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Prediction 1 – Voice Will Remain the Primary Channel

Despite the growing popularity of digital channels, data shows that voice interactions have actually increased slightly over the past decade, currently accounting for 55% of inbound contact centre traffic.

While younger generations may prefer messaging and chat, the majority of customers still value the personal touch of a phone conversation. Pearce cautions contact centres not to neglect voice channels in favour of digital alternatives, as this can lead to frustration and dissatisfaction among customers who prefer traditional methods of communication.

Prediction 2: AI Will Have a Profound, Long-term Impact

Artificial intelligence (AI) is already beginning to revolutionise the contact centre industry, but its impact will be felt gradually over time. In the short term, Pearce suggests that AI can be effectively leveraged for tasks such as speech analytics, after-call notes, and generating knowledge base articles.

However, he cautions against relying too heavily on AI-powered chatbots for customer interactions, as they are currently flagged by 36% of people as the channel most likely to deliver a poor outcome. As AI technology matures and becomes more accurate, its potential applications will expand, but this process will take time.

Watch the full talk from Jonty Pearce, Founder of Call Centre Helper:

Prediction 3: Customer Service Will Become the New Marketing

In the coming years, Pearce predicts that companies will begin to view customer service as a crucial investment rather than a mere cost centre. As customers grow increasingly frustrated with offshoring, chatbots, and the lack of voice support, businesses that prioritise exceptional customer service will gain a significant competitive advantage.

It’s well-established that retaining existing customers is more cost-effective than acquiring new ones, and even a 5% increase in customer retention can lead to a 25% increase in profits. By focusing on customer lifetime value (LTV) and the long-term benefits of customer loyalty, contact centre leaders can make a compelling case for investing in superior service.

In conclusion, while the future of customer interactions in contact centres is sure to bring many changes and challenges, Pearce believes that by staying attuned to customer preferences, embracing AI judiciously, and prioritising service as a key differentiator, the industry can thrive in the years to come. He encourages contact centre professionals to examine the data, think critically about these predictions, and adapt their strategies accordingly, working together to shape a future in which exceptional customer service is not just a goal, but a reality.

MaxContact is proud to have hosted this insightful Afterwork event, providing a platform for industry leaders like Jonty Pearce to share their expertise and discuss the future of contact centres. By fostering open dialogue and collaboration, MaxContact aims to help contact centres create better experiences for their customers and drive success in the ever-evolving landscape. Join the MaxContact Community to be notified about similar future events.

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