Imagine you call a call centre, seeking information about your private health insurance coverage. You ask questions about current promotions available, but to your disappointment, the representative on the other end of the line doesn't have the answers. Instead, the operator puts you on hold repeatedly to consult with their supervisor/colleague.
Let's consider another scenario. You call a telecommunications company to inquire about a specific mobile phone plan. You want to know about the data packages, international calling rates, and the contract terms. However, the customer service representative is unable to provide clear and accurate information. Frustrated, you turn to online resources to find the answers you need.
The following are some of the findings of a recent call centre study (reference: Zippia):
- According to one survey, 40% of American customers ceased doing business with a company following a poor customer service experience.
- 96% of customers feel customer service is an important component in their purchasing decisions.
- Customers are 140% more likely to spend after a great encounter than after a poor one.
These kinds of frustrating experiences and statistics raises questions about the future of call centre jobs. In particular, will AI start replacing human call centre staff in future?
Experts are divided in this regard. As per a Call Centre Helper article, the complete replacement of human contact centre teams by AI is not yet imminent. Nonetheless, AI developers and employers contend that automating call-centre tasks could enhance the overall customer experience while eliminating monotonous jobs that are often not favoured by workers. A report from Goldman Sachs suggests that AI has the potential to replace around 300 million full-time jobs.
As AI technology advances, it becomes more capable of handling complicated jobs and providing effective customer support. Companies in a variety of industries are already investigating the use of AI technology into their call centre operations.
Envisioning the future of call centres, the initial implementation of AI will most likely comprise a mix of human and AI personnel. Customers will be able to choose between speaking with a human person and an AI assistance. Most people prefer human interaction at first because they value the warmth and empathy it provides. However, if AI systems improve in sophistication and training, they may begin to outperform human representations in terms of efficiency and expertise.
As we explore job retention scenarios in call centres with AI, examples of new roles or current positions that will remain highly relevant regardless of technological advancements include: (i) Head call centre staff responsible for programming and planning AI systems, as well as overseeing and managing their integration; (ii) Highly trained and specialised human personnel managing complicated or sensitive activities that necessitate human judgement, creativity, and critical thinking; and (iii) Outstanding performers who add a personal touch to contact centres by establishing rapport with consumers and resolving difficulties with empathy and efficiency.
Adapting for Future Success:
To ensure job security in the face of AI's influence on contact centres, staff can take the following critical steps: Participate in Continuing Professional Development: Through training programmes, you can stay knowledgeable about your company's product or service while also adapting to changing processes and procedures. Improve Your Specialised Skills: Identify and become a specialist in non-automatable parts of call centre operations, such as handling sophisticated technical difficulties or resolving escalated complaints. Concentrate on Distinctive Human Qualities: Develop interpersonal skills such as empathy, emotional intelligence, and critical thinking in order to provide personalised help and stand out in AI-powered encounters. Stay Current and Flexible: Maintain an awareness of market trends, developing technology, and shifting client preferences. To stay competitive in the work market, be willing to learn new abilities.
Embrace Technology: Learn about artificial intelligence (AI) and customer service platforms used in call centres. To stay relevant, learn AI programming, data analysis, and customer relationship management technologies. Networking and Mentorship: Connect with seasoned professionals for invaluable insights and advice during career changes. Networking might lead to job opportunities outside of standard call centre roles.
In conclusion, the rise of AI in call centres is inevitable. Customers may initially favour human interactions, but as AI systems get more advanced, their preferences may progressively change. Jobs at call centres could be lost as a result of this transformation. However, certain categories of call centre employees, such as head staff overseeing AI systems, highly specialized individuals, and exceptional performers, should be in a very good position. It is imperative for current call centre personnel to adapt, pick up new skills, and concentrate on traits like emotional intelligence and critical thinking that set them apart from AI. Employees can position themselves for success in the changing customer service market by embracing technological innovations and upskilling.
Amir Ghapanchi is an Associate Professor in the College of Sport, Health and Engineering at Victoria University, Australia.
Afrooz Purarjomandlangrudi is a Lecturer in the College of College of Arts, Business, Law, Education & IT at Victoria University, Australia.
