How Call Centres Can Address Talent Shortages Through Technology Solutions
Address prevailing talent shortages in call centres by leveraging the benefits of digital solutions.
The widespread adoption of digital services and solutions is changing the way customers want to communicate with organisations. Call centres have had to quickly adapt during this period of transition, as the move to remote working due to both the pandemic and the evolution of the industry has meant they have had to implement new systems and technology to meet increasing demand. Phone lines were unable to handle the sheer volume of calls as the world was ordered to stay at home, forcing call centres to move to a multichannel environment as customers expect to engage with companies seamlessly across multiple channels like chat, mobile apps, video and social media.
To better meet customers’ changing needs and demands, call centres have also needed to leverage customer analytics to improve CSAT scores, resolve issues faster to reduce operational costs, and improve customer experience to drive loyalty and satisfaction. At the same time, low budgets make it increasingly challenging to attract talent, resulting in customer churn; absenteeism and attrition are high, plus line managers are challenged in managing shift management (including forecasting requirements, planning work schedules, managing employees’ time, amongst other tasks).
What Does the Future Look Like for Contact Centres in the Digital World?
With the increased digitalisation of our world, it’s no secret that people have been pondering the contact centre’s demise since the first internet boom in the late 1990s. As innovation drives the development of an increasing number of digital channels that are highly intuitive, and more and more customers prefer conversing online, many are also predicting that the ‘death of the contact centre’ will be accelerated. However, this is absolutely not the case! In fact, far from it, as digital channels are presenting call centres with an opportunity to advance and better their service.
According to Deloitte, 72% of contact centres are looking to leverage reporting and analytics in the future to improve customer experience and operational productivity. Other areas of the contact centre’s evolution include:
- Delivering the digital experience
The contact centre has a key role to play in leveraging the benefits of online channels to help streamline their service, such as filling the gaps in their communications, meeting customers’ behavioural preferences, and resolving issues quickly and efficiently.
- Customer satisfaction
According to study by Bearing Point, leading companies are focusing on customer satisfaction as a key way to monitor and manage contact centre performance, as:
- 100% of leaders measure customer satisfaction
- 60% of leaders measure cost reduction
- 40% of leaders measure cross selling
- Owning the customer across the omni-channel experience
With customer touchpoints continuing to multiply, call centres are looking to implement a more strategic approach to their customer engagement, as deciding on how and when customers should be contacted to maximise value has never been more important.
- Exploiting omni-channel information
As more enquiries become self-service, contact centre advisors have the opportunity to personalise customer experience by monitoring appropriate insights and behaviours for each customer.
- Refocus on customer analytics
Companies are investing in data analytics and customer intelligence to optimise up-selling opportunities using a combination of digital and traditional channels.
- Employing multi-skilled teams
To provide an enhanced customer experience, call centres are moving their organisational models from purely digitally dedicated agents to incorporate multi-skilled professionals that cover all parts of the customer journey.
Why is There a Call Centre Staffing Shortage?
Although there has been an increase in demand for call centre services, this has been counter-balanced with a severe lack of skills, making the competition for talent fiercer than ever. The call centre sector is not alone in its struggle to attract and retain high-calibre talent, though other contributing factors that exasperate the problem in the industry are:
- Lack of career progression
- Low pay
- Repetitive nature of tasks
- Difficult customers
- Inadequate technology
How Digital Recruitment Solutions Can Support Candidate Attraction
Finding the ideal candidate can be costly, due to length of time-to-hire, unforeseen dropouts, and a lack of a talent pipeline. In order to respond to growing demand from companies and customers alike, call centres must digitalise their recruitment process to stand out in a crowded market, improve their employer brand and their customer experience, if they wish to attract top talent for the future.
To support the digitalisation of their existing operational models, call centres can turn the skills shortage challenge into an opportunity by leveraging the benefits of technology in their recruitment cycle too, via:
- AI and automation
Candidate experience is now more important than ever. A negative candidate experience will result in highly qualified candidates reverting to your competition, as well as damage your employer brand. Admittedly, driving better candidate experience can take time, though emerging tech like AI and automation can help speed up the process, as well as help you scale your recruitment efforts.
Automating adminisrative tasks will aid the refocus on candidate experience, freeing up recruiters for high-value responsibilities and enabling them to focus on maximising their efficiencies in serving candidates. Integrating with your ATS or HCM will also enable you to automate communication via email or text to candidates throughout the recruitment cycle, so that they remain active and satisfied.
Referrals are becoming an effective candidate sourcing method, as an effective referral scheme in your organisation is a means to finding like-minded talent, reducing cost-to-hire and boosting employer brand. Furthermore, implementing a successful referral scheme will help build and maintain a positive workplace culture, reducing staff turnover and helping to attract high quality candidates.
How WorkLLama can help make your contact centre recruitment process more effective
WorkLLama is a cost-effective candidate acquisition channel that allows you to engage candidates in your database, garner high-value candidate referrals, reduce reliance on job boards and improve yours or your end-client employer brand.
Reducing reliance on expensive sourcing tools while increasing productivity and reducing headcount costs, WorkLLama will increase the number of contact centre candidates in your talent community by 300% via referrals. Our automated communication tools create several touchpoints for candidates and employers alike throughout the hiring process, so that they are kept engaged, updated and more likely to refer again.
With an increasingly digitised contact centre of the future, recruitment and talent teams need to innovate to address talent requirements, both today and tomorrow. Find out how WorkLLama can help you leverage AI and automation to deliver you the talent you need.