Insights|AI and Agents Working Together to Gain Customer Trust

AI and Agents Working Together to Gain Customer Trust

Sitel Group brings a new generation of super contact center associatess and with it a new level of customer trust.

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building customer trust
by Cris Kuehl December 2, 2019 - 4 MIN READ

Through intelligent automation, optimum use of artificial intelligence (AI) and an unrivaled understanding of the latest training and professional development techniques, Sitel Group brings a new generation of super contact center associates and with it a new level of customer trust.

Often when the subject of artificial intelligence (AI) comes up for discussion within the context of customer experience, the emphasis is on efficiency – how AI is reducing contact center costs or deflecting calls that under other circumstances would have resulted in a low-value direct interaction with a contact center associate. This type of conversation is too confining and fails to recognize the true potential of AI, especially when applied to empower frontline CX professionals.

Serving customer expectations

This isn’t to say leveraging technology to optimize self-service is a bad thing. Customers demand the ability to resolve simple everyday issues at the moment they occur; and to find the answer to a simple question at the moment they need to ask it, without joining a voice queue and negotiating an IVR. No one should have to pick up the phone just to check their bank balance.

And while the demand for self-service, be it via FAQs, chatbots, voicebots, community forums or constantly updated knowledge bases, is only going to grow over the next several years, so too are customers’ expectations. So that when a customer does interact directly with a contact center associate, whatever channel is their channel of choice, the subsequent interaction is a personal experience – one that builds on the existing positive brand perception and one that they know they can trust – earning customer trust.

However, delivering on these expectations isn’t possible unless a brand can leverage all of the capabilities of AI and blend them with the capabilities of their contact center agents.

Consumers are fraught about fraud

Our latest study, Preventing Fraud & Preserving CX with AI, highlights trust is a growing issue for the majority of the U.S. population.

Nine in 10 Americans believe fraud has become a growing risk in their day-to-day lives. People have increasing doubts about the security of certain channels – in particular social media and vocal assistants such as Amazon Alexa – and half of the 1,200 adults we polled for the report said they would immediately take their business elsewhere if a company became a victim of fraud.

There is a genuine concern over sharing personal data – 28% of Americans think brands aren’t treating their data in a secure manner and only 40% of respondents feel that answering knowledge-based questions for authentication is adequate protection against fraud.

A platform to protect

This is understandable, as social engineering is a genuine risk that needs careful mitigation in the contact center environment. And that was one of the drivers behind the development of our omnichannel engagement platform, innso.

Developed in-house specifically to meet the needs of its users, it leverages AI and RPA to provide our contact center agents – and those of our clients – with a 360° view of each customer and their interaction history. Crucially, all of the relevant information is presented as a unified, single view on the desktop. This intelligent approach to UX means our people don’t need to switch from application window to application window, or to open and close widgets. They can focus all of their energies and expertise on solving for the customer.

By eliminating distraction, innso also increases agents’ awareness, while the 360° historical view means that if any suspicion is aroused, agents have a wealth of information beyond standard knowledge-based questions at their fingertips that they can use to further authenticate that the person they’re speaking to is really who they say they are.

To learn more about innso and how it is harnessing social messaging as a customer engagement channel sign up to its latest webinar, “Why Your Business Needs Conversational Messaging” presented in association with Forrester on December 18 from 12:00pm EST.

Hear what your customers are saying

Adding to this sense of security are our speech analytics and data insights capabilities, developed in partnership with CallMiner. We can capture all information in every call, email, live chat or SMS and process it to unlock greater levels of customer understanding. As well as being able to actively measure customer sentiment in real time, we can identify potential fraudulent behavior, isolate potential issues with products and services and find any opportunity to improve or finesse agent training.

When it comes to gaining and maintaining customer trust, the way in which frontline CX staff communicate is just as critical as the technological and physical processes in place to protect against fraud or potential data breaches.

Through leveraging CallMiner’s AI-powered speech analytics and combining it with our own data insight expertise and industry-leading approach to CX training, we are giving our people the tools they need to continue building relationships with customers, built on trust.

Communicating customer trust

Perception is as important as reality. While nine in 10 Americans say they’re worried about fraud in their daily lives, fewer than half (46%) of all respondents revealed that they have actually been the victim of fraud. Therefore as well as being able to meet the customer on their channel of choice, the modern contact center associate has to do so with the right vocabulary and the right tone of voice to remove this worry.

And this is only possible with the right combination of technology and human capability and access to new types of training that empower learners to manage these customer insights in real time and deliver the types of interactions that meet expectations, in terms of personalization, resolution and, increasingly, trust.

To discover more about how today’s consumers feel about brands and their approach to protecting against fraud, download our study, written in collaboration with CallMiner: 

written by Cris Kuehl Global Head of Analytics & Insights
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