{"id":431314,"date":"2022-05-10T15:54:56","date_gmt":"2022-05-10T22:54:56","guid":{"rendered":"https:\/\/www.genesys.com\/blog\/post\/how-creating-empathy-at-scale-improves-contact-centre-kpis"},"modified":"2022-05-10T16:41:58","modified_gmt":"2022-05-10T23:41:58","slug":"how-creating-empathy-at-scale-improves-contact-centre-kpis","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/how-creating-empathy-at-scale-improves-contact-centre-kpis","title":{"rendered":"How Creating Empathy at Scale Improves Contact Centre KPIs"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]\u00a0<\/span><\/p>\n

A lot of companies are talking about empathy lately. Certainly, the past couple of years have been a challenge for all of us \u2014 showing one another more understanding seems appropriate. While some critics say this talk about empathy is merely \u201ctouchy, feely\u201d messaging that\u2019s all part of a bigger positioning campaign, I disagree. A focus on empathy<\/a> makes good business sense. And, as business leaders, a framework for empathy can positively affect our contact centre KPIs.<\/span>\u00a0<\/span><\/p>\n

To apply empathy to real business challenges, let\u2019s break it down into some actionable components. If I\u2019m showing you empathy, there are some key things I\u2019ll do. First, I\u2019m going to <\/span>listen<\/span><\/b> \u2014 I\u2019ll take in as much information as I can about who you are, where you\u2019ve been and what\u2019s happening to you now. Then I\u2019ll transform that information into <\/span>understanding\u202f and predict<\/span><\/b> the right way to respond to you. I\u2019m going to <\/span>act<\/span><\/b> and provide a response. And, if I\u2019m really doing this properly, I\u2019m going to gauge the success and outcome of this interaction and <\/span>learn<\/span><\/b> from it. These actions make up the empathy framework, or pillars.<\/span>\u00a0<\/span><\/p>\n

Orchestration on the Path to Empathy at Scale<\/span><\/b>\u00a0<\/span><\/h5>\n

Using this foundation, let\u2019s look at how companies can deliver this experience at scale in the contact centre. They\u2019ll use data to listen across the enterprise; artificial intelligence (AI) technologies transform that data into understanding and prediction<\/a> of how and when to engage. Companies can then act and engage through interaction channels \u2014 both inbound and outbound. And finally, they\u2019ll capture the outcome and return to AI to continually learn and improve.\u202f<\/span>\u00a0<\/span><\/p>\n

This empathy framework sounds simple, but there are challenges in bringing this vision together. Existing silos in data, technologies and organisations make this feel like an insurmountable feat that\u2019s beyond our abilities, timelines or budgets. But there\u2019s a path to empathy at scale and it\u2019s centred around orchestration. According to Merriam-Webster, orchestration means: <\/span>\u201cto arrange or combine so as to achieve a desired or maximum effect.\u201d <\/span><\/i>And that\u2019s what we need \u2014 a way to arrange, combine and unify silos into an orchestration of empathy at scale.<\/span>\u00a0<\/span><\/p>\n

By leveraging identity and event data, we can listen to individuals we interact with and know where they are in their journeys. We use AI technologies to understand their intent, how they feel and what they need. We can then predict and connect the person in the experience with the right resource, whether that\u2019s a piece of content, a self-service application<\/a> or a human resource. Often the right resource is the lowest-cost option. The key is to use the empathy pillars and orchestrate the experience that guides each person to the right answer the first time.\u202f\u202f<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Changing the Contact Centre as a Cost Centre Perception<\/span><\/b>\u00a0<\/span><\/h5>\n

So how does experience orchestration drive real business outcomes and value? Let\u2019s consider a customer interaction and, with that, the traditional perception and role of the contact centre. Many companies think of the contact centre as a cost centre \u2014 a necessary expense of doing business. But as we look at the business benefits of orchestrating empathy at scale, we can transform that perception and role.<\/span>\u00a0<\/span><\/p>\n

The following image outlines a traditional six-minute contact centre interaction.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n

In this traditional model, we identify and validate who the user is. Then we spend time discovering how to assist the user. Finally, we provide the answer. There\u2019s some value here, but it feels like the bare minimum for the cost and expense.<\/p>\n

Now let\u2019s look at that same six-minute piece of time and work in the contact centre through the lens of an orchestrated, empathetic experience. We can transform an interaction into an opportunity and, as a result, transform the contact centre from a cost centre to a brand ambassador centre.<\/p>\n

This interaction becomes an opportunity to do something more. Because of orchestrated context, the contact centre representative enters into the conversation from a place of understanding and greets the customer by name. The rep can validate the customer\u2019s journey and intent for the interaction. This not only reduces operational costs associated with getting the information, it also adds a level of personalisation that increases customer satisfaction. Then, aided with tools and knowledge orchestration, the representative provides the answer quickly and efficiently.<\/p>\n

\"\"<\/p>\n

Because we’ve quickly answered the customer\u2019s question, there\u2019s time for something else \u2014 something new. The representative can reinforce the company relationship and brand value with the customer. They can ensure the customer is taking advantage of all products and services they own and recommend additional features and products. This value-focused conversation increases customer retention and expands company wallet share.<\/p>\n

This also hits on a component of the contact centre that\u2019s often underutilised: interaction recordings and analytics. The true Voice of the Customer occurs in the thousands of conversations that occur in your contact centre every day. There\u2019s tremendous opportunity to harvest this data \u2014 and use it for product and brand planning, analysis, and development.<\/p>\n

As we think about ways we can use technology to leverage the framework of empathy to listen, understand and predict, act, and learn, it\u2019s clear there\u2019s an incredible business opportunity. We just need to unify silos in data, technology and organisations to orchestrate empathy at scale \u2014 and transform experiences for our customers and our employees.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]

The Business Case for Empathy<\/h4>\n

Download the report to learn:<\/p>\n

    \n
  • What empathy is and why it matters<\/li>\n
  • How organisations can develop actionable systems of empathy<\/li>\n
  • Where organisations are along the path to becoming empathy-centric<\/li>\n
  • The biggest gaps in reaching their goals<\/li>\n<\/ul>\n<\/div>
    Get the whitepaper<\/div><\/div><\/div><\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

    [vc_row][vc_column][vc_column_text]\u00a0 A lot of companies are talking about empathy lately. Certainly, the past couple of years have been a challenge for all of us \u2014 showing one another more understanding seems appropriate. While some critics say this talk about empathy is merely \u201ctouchy, feely\u201d messaging that\u2019s all part of a bigger positioning campaign, I disagree. […]<\/p>\n","protected":false},"author":197,"featured_media":429844,"template":"","tax_priority":[],"tax_blogtype":[17756],"tax_blogcategory":[15928,13117,17554],"tax_contenttheme":[],"tax_bundle":[],"tax_contenttheme2":[],"tax_capability_sitewide":[],"tax_products_programs":[],"tax_buying_job":[],"tax_buyer_persona":[],"tax_sector":[],"tax_segment":[],"class_list":["post-431314","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogtype-genesys-en-sg","tax_blogcategory-ai-and-machine-learning-en-sg","tax_blogcategory-cloud-en-sg","tax_blogcategory-workforce-engagement-en-sg"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/431314","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/users\/197"}],"version-history":[{"count":3,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/431314\/revisions"}],"predecessor-version":[{"id":431320,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/431314\/revisions\/431320"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media\/429844"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media?parent=431314"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_priority?post=431314"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogtype?post=431314"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogcategory?post=431314"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme?post=431314"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_bundle?post=431314"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme2?post=431314"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_capability_sitewide?post=431314"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_products_programs?post=431314"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buying_job?post=431314"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buyer_persona?post=431314"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_sector?post=431314"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_segment?post=431314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}