Automation and the Human Touch: Measuring and implementing the appropriate response

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CCA Business Briefing - 28 February 2007

Next month, CCA Research Council, will launch its groundbreaking research on one of the most challenging issues facing the contact centre industry - how do we continue to engage with customers through the increased use of automation?

CCA's Business Briefing on 28 February 2007 in Edinburgh will examine in detail what the appropriate response is from the contact centre when customers are just beginning to accept automation but still want 'human emotion' when dealing with more complex enquiries.  This Business Briefing will deliver in-depth research on this subject and the ramifications of implementing even more sophisticated automation when there is persistent negativity to existing technologies.

Anne Marie Forsyth, Chief Executive of CCA, said:

"Failings in so many of the IVR systems, currently being used to support an organisations infrastructure instead of customer needs, have made it increasingly difficult to implement more advanced technologies.  How do we realise the potential of automating more routine tasks without the customer seeing it as a reduction in service and cost cutting exercise?  How do we better understand customer tolerance rates and how can we present changes that represent the true value of automation?

"The introduction of ATM's and self serve petrol stations have been used as examples of services that were introduced to increase accessibility, reduce costs and improve the customer experience.  Both came up against negative feedback but are now firmly placed in every day life.  Can the same be done for automation in contact centre service delivery?"

Speakers include Peter Flade, Managing Director of Gallup, who will look at what the consequences are for an organisation through delivering customer service via a less direct route.  Looking at the American experience, can good interactions with customers include an automated service?  How can organisations continue to enhance customer engagements when they are being asked to respond to more automated services? 

Rob Hall, General Manager of Contact Centres at British Airways, will look at what the drivers are to move from voice to automated services and how difficult the journey has been.  How has BA been able to measure the customer experience and what is the customer response to automated services.

This event is aimed at Senior Managers/Directors and CEO's who want to discuss and reflect on the current use of automation and debate whether it is possible use it more extensively with cost advantages for the business and service advantages for the  customer.

White Paper Research Findings Available for Delegates
This event will be supported by some of our research council members who have produced white paper reports on this subject.  As a delegate you will be given exclusive access to their findings.

Costs

Members:  £249+VAT

Non-Members:  £349+VAT

Register Now:        

Email: Joanne.McQuade@cca.org.uk  or  Tel: +44 (0)141 564 9800 

Date - 19/01/2007