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Marco Mauro Avendaño | Digital Experience Manager | everis Argentina

Cognitive Contact Center: a transcending user service experience

As we all know, certain situations can only be solved by calling one of those dreadful call centers. Although they are often useful, sometimes the service channel we choose does not work, making it harder to find a solution. We are asked to identify ourselves several times and to repeat our case to several attendants, which takes much longer than it should, even if it’s about a “simple” issue.

Is this the experience users want to have? Of course not. Ideally, users would resort to a channel of their choice (in my case, a 24-hour digital service channel) that is simple, fast, agile and above all, a highly valued feature, personalized. Currently, this may take place through text channels or spoken channels, such as “Voice First”, which has established itself exponentially worldwide. Users feel much more comfortable interacting using their voice, since it is a simple and natural medium and does not require any technical skills. This is the interface of the future, which is already being exploited by proper devices such as Alexa, Google Home, and many others.

Technologically, there are tools now that specialize in voice recognition, Natural Language Processing (NLP), sentiment analysis, in understanding the actions and intentions of conversations (Cognitive Services) and predictive analysis with the support of other Artificial Intelligence tools. All of this is integrated with attention (CRM) and robotization (RPA) systems, providing transcending customer service experiences.

This is what a Cognitive Contact Center (CCC) is about: it forwards repetitive and initially simple customer service cases to large-scale digital channels, impacting users positively and reducing cost-per-service expenses of companies. Let’s call it a win-win situation. The user experience design of those automated services ensures that this process is accepted and appreciated, as it is iterative, multidisciplinary and improved on a case-by-case basis.

Coexistence between the Contact Center and the CCC is also an essential aspect of that solution. If we want to create a positive service impact by both automated and human contacts, they need to share a unified conversational context. In other words, to understand who my customers are, why they are calling, how they were interacting with the company until now (regardless of the channel used) and their current feelings about it. This way, we do not only solve a problem, but anticipate it, create closeness and customer loyalty.

Following this path and combining different solutions, the contact center increasingly treats complex cases and those that require specific attention, while the CCC solves a large amount of medium and low complexity cases, increasingly applying the results of case series. This strategy clearly focuses on usability and user experience, regardless of their interaction with the company, providing a different type of service.

It is essential to understand that a CCC is a lever of the Digital Transformation that takes place in companies and seeks to create an impact in an area of intense customer contact, becoming a showcase of how the company operates regarding its customers and users, replacing problematic interactions by positive experiences.

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