The Evolving Role of Customer Service Representatives

Just 10 years ago, call centres operated differently than they do now. Today, call centres have become omnichannel contact centres, meeting customer needs across multiple channels while AI-powered tools gather data and deliver real-time insights to agents and supervisors.

Conversation intelligence and other technologies work together to coach agents, maintain privacy and compliance, and understand customer behaviors.

The evolving role of call centre and customer service representatives (CSR) stems from the many changes in modern call centres, particularly the use of artificial intelligence (AI). While the roles of frontline agents and CSRs look different from before, they’re still just as crucial to a successful call centre and business.

In this guide, CallMiner will cover:

• The modern call centre and the evolving role of CSRs
• Essential qualities for agents in today’s call centres
• Empowering agents to adapt to AI-driven practices
• Frequently asked questions

The Modern Call Centre and the Evolving Role of CSRs

AI has gained considerable ground in contact centres over the past few years. From providing self-serve options to customers, like chatbots and interactive voice response (IVR) systems, to analyzing customer conversations to help agents steer the conversation in a positive direction, AI provides numerous benefits to modern call centres.

But with those benefits comes change, which largely affects the role of customer service representatives. CSRs are still customer-focused agents who help customers reach their end goals. However, now they have more tools and automation to help them do it.

As contact centres implement more AI tools into their operations, agents might handle fewer calls directly. But the interactions that they are handling are often more complex and emotionally charged.

The idea behind AI additions is to streamline the customer contact process, allowing most customers to get the help they need through self-service options. When those don’t address a customer’s needs, an agent can step in to help.

This means that agents must be equipped to handle more complex customer problems that self-service can’t tackle. Contact centres need to invest in their agents in the form of continuous feedback, ongoing training, and positive reinforcement.

It also means that CSRs are no longer exclusively customer-focused; their roles are now also technology-focused. To complete their jobs efficiently and successfully, CSRs must learn to work with AI-driven tools, like real-time coaching, ticketing systems, and automated dialers.

Again, this requires extensive onboarding and consistent, comprehensive training, especially when new tools are implemented.

To sum up: Modern CSRs are more than basic problem-solvers. They’re quick thinkers, tech-savvy, and willing to learn and adapt.

CSRs have the power to drive business success when they feel confident using their skills to respond to customer needs using the tools they’re given.

Essential Qualities for Agents in Today’s Call Centres

Modern call centre agents should have a key set of skills to properly manage customer needs and evolving procedures, including:

Empathy

First and foremost, call centre agents should be able to empathize with customers to better understand how to address customer needs. Empathy can help agents build relationships and trust with customers.

Problem-Solving Skills

Agents should be able to veer off a script if needed to handle a customer request or issue in a personalized way.

Organization

Even in modern call centres with more self-service options offered for customers, agents still have important responsibilities, like escalating calls, writing after-call notes and summaries, and completing training. Organizational skills can help agents multitask while maintaining a streamlined workflow.

Computer and Software Prowess

Agents should have basic to intermediate knowledge of computers and software to successfully use AI tools and manage calls.

Communication Skills

Customers expect to speak with agents who are clear and concise with their information. Agents should have excellent oral and written communication skills.

Adaptability

Procedures and tools can change within a call centre, making it crucial for an agent to adapt to changes quickly.

Calmness Under Pressure

Agents who remain calm under pressure can reduce the amount of stress they absorb from negative customer conversations and maintain composure when interacting with customers.

Empowering Agents to Adapt to AI-Driven Practices

As call centres shift into adopting more AI-driven tools and practices, agents need to learn to adapt to the changes to improve customer satisfaction, build relationships, and drive business success.

Supervisors are responsible for empowering agents to handle these changes through proper training and confidence-building strategies.

Frequently Asked Questions

How Are Call Centres Evolving?

Modern call centres are adopting more AI tools and AI-driven practices, allowing customers to handle more tasks on their own with personalized support.

These insights and tools also help agents assist customers more efficiently. Many call centres are also transforming into omnichannel contact centres, supporting customers across multiple channels, like phone, email, and social media.

What Is the Primary Role of a Call Centre Representative?

The main responsibility of a call centre representative is to provide customer support. This remains the same even with the evolution of the modern call centre.

However, CSRs now have more tools available than ever before to provide more customized, insight-driven support to every customer.

How Can Call Centres Empower Their CSRs?

To perform their best, CSRs need a welcoming environment that invests in their skills and well-being. Supervisors can support and empower their CSRs with hands-on, high-quality training and real-time coaching and feedback.

Supervisors should also allow CSRs the freedom to pivot based on customer needs and provide suitable solutions based on their knowledge and skills.

This blog post has been re-published by kind permission of CallMiner – View the Original Article

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Call Centre Helper is not responsible for the content of these guest blog posts. The opinions expressed in this article are those of the author, and do not necessarily reflect those of Call Centre Helper.

Author: CallMiner
Reviewed by: Megan Jones