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Contact centres struggle with more complex customer service

Top CX obstacles include technology and staffing issues

However, survey respondents reported significant customer experience obstacles, including legacy technology (51%), staffing issues (44%), and a lack of integration between digital and voice channels (37%).

Specific workforce and technology challenges uncovered in the research included:

• Respondents' average rate of agent turnover was 58% year over year, with increased workload and a lack of growth and advancement opportunities cited as the top two reasons for attrition
• Lacking the necessary tools to effectively perform in the position, and repetitive, monotonous tasks had the greatest negative impact on agent performance
• More than a third (35%) of respondents said engaging across all communications channels in a relevant/personalized fashion was a challenge, and 64% indicated that they need to increase the number of agents who support multiple channels
• 92% of respondents believe their agent-facing applications are not as effective as they could be

As the report notes, these findings suggest opportunities for contact centers to embrace a digital workforce of AI-powered assistance for customers and agents. This includes technology such as intelligent virtual agents (IVAs) and real-time agent coaching applications.

"Contact centers will need to automate where possible and free up live agents for more complicated tasks, which also opens the door for professional growth opportunities," said Callan Schebella, EVP of Product Management, Five9. "And as customer expectations rise, equipping employees with the right tools and resources will be mission-critical. To balance efficiency and employee satisfaction, the contact center of the near future will operate with a blend of live and virtual agents, and advanced analytics and modern cloud technology will be essential. For contact centers experiencing the shortfalls of legacy software, now is the time to innovate."

Survey respondents seem to agree. When asked to share the top strategies their contact center is pursuing to satisfy customer needs, 42% said they plan to enhance self-service functionalities; 42% of respondents said they plan to launch new services/offerings to focus on digital customer engagement, and 27% hope to deploy AI and automation to streamline processes and services.

Additionally, 52% of respondents said they expect self-service to have the most significant impact on the customer experience in the next two to three years.

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

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