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The Biggest Missed Opportunity in Digital Transformation


Companies who move their contact centre to the cloud - but do not embrace the digital cultural shift - are missing a huge opportunity to deliver smooth customer experiences, take advantage of new technologies as they emerge, and stay ahead of - or even keep pace with - their competition.

Digital transformation should imply a bigger change than just the tools your agents use. At Sabio, we help our clients develop an entirely new way of thinking.

As Twilio Gold Partners, we frequently work on Flex contact centre projects in which we get our client up and running Twilio’s cloud-based omnichannel contact centre platform. But that’s only a small piece of the big picture.

We use speech recognition technology and advanced analytics software from Google to gather an enormous depth of detail about why customers are calling, how they behave within the contact centre, what resolution they need, etc. This enables us to develop new features piecemeal, focusing on what we know will add the most value first.

By the end of the build, we will be able to demonstrate a slick, efficient, agile contact centre that delivers best-in-class customer experiences. Our approach focuses on building the features that matter, avoiding unnecessary bloat, wasted development effort and cost. The output is a contact centre designed to keep adapting and improving as managers, analysts and developers observe new opportunities off the back of real-time analytics, new channels emerge or customer demand shifts.

Whilst this would feel natural to a team practiced with digital technologies and approaches but, it will be a new approach for contact centre operations who are used to working with bulletproof - but inflexible - telephony platforms. These teams may be accustomed to upgrades every few years, changes to routing or IVRs that take months, and integrations to business applications that require hardcore engineering. It takes a leap of faith to embark on a project without a fixed outcome that you can hold your team or partner accountable to.

With today’s contact centre technology, a business needs to move at software speed and apply design thinking to the way that their customers and employees engage with the systems. Stay on your toes; be agile and adaptable; listen to the data; improve iteratively. At this speed, changes that once took months can be measured in minutes or hours. Cloud contact centre owners will have the ability to respond and make changes quickly, to A/B test, use benchmarking and compare results. In line with these new opportunities, digital transformation must result in a tighter relationship between operations and IT.

Instead of having a clear idea of what the final solution will look like before starting, our clients find their reassurance in the data. There may always be a small leap of faith, but our job is to make it as small as we can. When we first meet, we can evidence the success of our approach through our incredible case studies and references (see our projects page).

Every decision we make is kept in check with data. When we teach a virtual assistant a new response to a question or provide it with a new transactional capability, it is because we have observed a specific opportunity for it. The return on our efforts can be justified by productivity gains and improvements to the customer experience.

The same principles apply to smarter routing decisions, or enhancements to the client or employee facing user interfaces. Data drives decisions so the acquisition of data becomes the primary goal. For example, when looking to build a virtual agent, we develop a simple version of the bot that does the job sufficiently, direct a small amount of traffic to it, watch the results and refine it accordingly. If a new feature doesn’t work in practice, we abandon it early and pivot, avoiding wasted resources. If the initial results are promising, we keep improving, testing and adjusting.

With new and extremely exciting technologies emerging every year, knowing what to focus on becomes the biggest challenge. Building a culture that embraces change as a constant, puts you in a position to seize these opportunities as they arise.

After decades of stagnation the contact centre is undergoing its biggest transformation since the invention of the ACD in the 70s. The biggest barrier now is not technology but old ways of thinking that fail to take advantage of new digital tools.

The only constant is change and the rate of change is increasing. Are you and your teams prepared to set the pace?


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