Contact centres will develop into CX talent hubs that spur growth

A perfect storm is brewing at contact centres worldwide. With high interaction volumes and rising customer expectations, there’s huge pressure to deliver outstanding service. At the same time, the “Great Resignation” seen as a result of the COVID-19 pandemic and staff burnout have resulted in increased attrition and made it harder to recruit new talent.

While companies are rapidly rolling out technology to close the gap and keep up, a more fundamental trend will occur: Contact centres will transform into CX talent hubs. These centres of excellence will develop to provide exciting career paths, attract top talent and spur organisational growth.

From jobs to careers

Businesses at the leading edge of customer experience understand the organisational value their staff delivers and appreciate how CX work is becoming more challenging and technical. They’re taking a long-term view of talent, focusing on learning and development as well as setting career paths to attract and retain high performers.

In this new model, CX employees are increasingly tasked with using insights to solve problems. They develop deep knowledge of the customer and how organisational processes affect satisfaction. These highly qualified agents are involved in the design of technology solutions that support their workflows and deliver critical insights. This enables them to provide empathy in the moment and handle complex inquiries — without the need to escalate.

Building a lifetime value centre

Companies will build an empowered and empathetic workforce by equipping employees with the skills to deliver superior CX, atop a technology framework that removes tension from their daily responsibilities and provides them with relevant customer insights. And, in enabling staff to develop career-building skill sets, they’ll transform the contact centre into a lifetime value center — a place that increases the lifetime value of customers and employees alike.

In this shift toward the new lifetime value centre, businesses will learn what agents value most. And they’ll align their rewards, compensation and daily responsibilities with those values. In addition, they’ll provide ongoing training, coaching and cross-functional projects that develop soft skills and technical expertise.

Cementing the lifetime value centre approach will also involve using employees to develop and implement technology for improving the customer experience, as well as their own. AI will assist with real-time insights, predictions and intelligent call routing to the most appropriate staff member. Automation will reduce administration and manage routine tasks.

in enabling staff to develop career-building skill sets, they’ll transform the contact centre into a lifetime value centre — a place that increases the lifetime value of customers and employees alike.

As a result of these shifts, the lifetime value centre will:

• Grow in-demand skills, such as design thinking and journey mapping
• Support on-premises and remote agents while expanding the use of gig workers
• Create a continuous learning environment designed for career advancement
• Improve compensation, including performance-based bonuses

These changes will ultimately affect more than the contact centre. In its evolution to a CX talent hub, the new contact centre — the lifetime value centre — will arm agents with real-time insights and collaborative platforms for activating broad changes across the enterprise. In becoming true advocates for the customer, CX staff will grow the top line, as well as pinpoint areas of ongoing frustration.

As CX becomes an organisational strength, CX employees will gain recognition and advance their careers. And the most impactful transformation will happen in a cohesive enterprise where everyone works toward the same goal: elevating CX and impacting the bottom line.