In today’s customer-centric landscape, call centers play a pivotal role in shaping the overall experience. However, a paradox emerges as companies deploy more technology, resulting in a deterioration of customer satisfaction. The culprit? A lack of platform thinking.
Traditionally, companies have approached call center operations by decomposing the customer experience into channels, such as voice, text, website, or email. This led to the adoption of standard operating procedures (SOPs) and the outsourcing of tasks to cut costs, often resulting in language barriers and proximity issues that further complicated the customer journey.
Moreover, the reliance on technology has made companies increasingly vulnerable to cyberattacks, as each new technological surface becomes a target for malicious actors.
Recognizing the need for change, industry experts emphasize the importance of operational platforms. These platforms automate processes, enabling agents to better understand customer needs and guide them seamlessly through their journey. This contrasts sharply with the traditional call center experience, characterized by long wait times, repetitive interactions, and frustrated customers.
Platform thinking, as opposed to process thinking, entails aligning operations and technology to achieve business objectives rather than merely meeting service level goals. Clear business objectives, known as OKRs, serve as guiding principles for collaborative efforts between operations and technology teams.
Continuous planning and collaboration are crucial components of this approach, allowing companies to adapt to evolving customer needs and technological advancements. It requires a shift from independent technology stacks to integrated systems that work together harmoniously.
At the heart of platform thinking lies the concept of persistent teams. These teams possess deep knowledge of both the technology and the industry, enabling them to navigate complex challenges and drive continuous improvement.
Furthermore, the traditional approach to funding technology investments must evolve to support the ongoing evolution of operational platforms. Rather than viewing tech investments as discretionary spending, companies should allocate resources based on the value generated by these platforms, such as improved customer service and reduced operational costs.
As companies embrace platform thinking, they can expect to see significant improvements in their call center operations. By collapsing complex processes, reducing friction for customers, and fostering collaboration between teams, operational platforms have the potential to revolutionize the way companies engage with their customers.
Ultimately, the success of a call center platform lies in its ability to deliver tangible value to both customers and businesses alike. As companies reallocate investments into essential spend, they pave the way for a future where customer experiences are seamless, efficient, and truly transformative.
