Go BackThe agent of the future, CCA business briefing - 13 June 2007
Dr Guy Fielding examines the impact of the self service revolution on contact centre agents - CCA Business Briefing, 13 June 2007
Dr Guy Fielding, Chartered Social Psychologist and Head of R&D at customer management consultancy, CM Insight, will outline the contact centre revolution that will be set in motion by the increased adoption of multi-channel self service. His presentation, at the CCA's Business Briefing on 13 June, will reveal the positive change opportunity that will improve the lot of agents and customers while enhancing business performance.
To date, Fielding maintains, contact centre operations have largely been predicated on the assumption that their role is to handle high volumes of low value, simple interactions. Consistency, uniformity and first time resolution have been the agents' most ardently targeted objectives. As these interactions migrate to self service applications those objectives - along with dramatic cost reductions - will be achieved in full. Organisations will then have the opportunity to rationalise the management of more complex customer interactions which, though fewer in number, represent greater potential value to the organisation.
"If that rationalisation is to occur the contact centre will be forced to reinvent itself, creating an environment in which a new generation of agents will be happy to work and able to flourish," says Fielding. In his presentation Fielding will look back at the evolution of the contact centre, tracing the managerial errors that have led to the low status currently accorded to the agent's role and consider how, if agents are to take their place in a multi-channel world, their status needs to be transformed.
The CCA Business Briefing will take place at BT Auditorium in London on 13 June 2007. To attend as a delegate email events@cca.org.uk or phone 0141 564 9010.
Date - 01/06/2007
