Technology at the heart of contact centers

For any business, particularly in the banking sector, caring for its customer relationship is a priority. “Studies affirm that the user experience is a key element within the framework of the strategic orientation. To define the investments to be made and the evolution to be initiated, organizations generally take this into account”, specifies Ajda Alev, Director of Deloitte Digital Luxembourg.

The human aspect is all the more important in this sector. It is not the products that allow a bank to stand out, but its ability to offer differentiated services in order to attract new customers or retain its existing base.

Call centers, a direct and reassuring link

The call centers set up by these companies are at the heart of this customer experience and are much needed. “We noticed that during the Covid crisis, users turned to these centers because they no longer had direct links with the agencies. Faced with the uncertainties expressed, banking institutions had a key role to play by offering financing solutions to reassure individuals and companies. In a context of crisis, everyone turns to their establishment to be listened to.

From a technical point of view, banks with a contact center (calls or emails) and a locally managed infrastructure (on premise) have encountered difficulties. The latter have indeed had to show resilience to guarantee access to their employees from their homes and allow them to answer calls remotely. “In a context of crisis, organizations that had not started their digital transformation before the pandemic had to face a complicated situation. Those who, on the contrary, were already engaged in this process came out of it better and adapted more quickly”.

In a context of crisis, organizations that had not started their digital transformation before the pandemic had to face a complicated situation.

Ajda Alev,&nbsp director,&nbsp Deloitte

Transformation, a necessity

Faced with this observation, it is essential for banking institutions to evolve. “Based on a global study we conducted on contact centers, we see that many organizations will face ever more complex interactions with customers in the years to come.”

To meet these challenges, banks will have to continue investing in innovation and the digitalization of their processes. For institutions that have deployed the cloud, the development of new solutions should not be difficult. “We expect many organizations to turn to the cloud to gain efficiency, speed and agility. This is essential to ensure the continuity of operations”.

In addition to this use of the cloud, improvements are proposed at the level of the tools thanks to AI (Artificial Intelligence). “For example, we see the use of NLP (Natural Language Processing) which allows an analysis of written or vocal communications in order to detect recurring themes or even categorize requests. It is possible to go even further. Indeed, analyzing exchanges not only allows agents to improve, but also to personalize interactions with customers for greater satisfaction. This personal touch can be provided by analyzing the information and implementing a more intuitive system”. These new technologies will also have the advantage of improving the contact center employee experience. The latter will then be able to dedicate his time to better handling the complex requests and expectations of customers.

Analyzing exchanges allows agents to improve, but also to personalize interactions with customers for greater satisfaction

Ajda Alev

Ajda Alev,&nbsp director,&nbsp Deloitte

Choose a hybrid mode

If the purpose of these solutions is to equip these agents and to be at the service of interactions, it is important to maintain a human approach by implementing a hybrid mode. “Technology must serve a business need and be a lever for responding to an operational problem. In a sometimes anxiety-provoking context, investing in contact centres, providing them with the right skills and the right organization is essential. We see an awareness and interest in these topics,” concludes Ajda Alev.

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