“The concern of contact centers is focused on people”


For the third year in a row, management consulting firm Axys Consultants surveyed customer service entities to find out whether their organization and technology are impacting their processes, people and operations. Answers with Mathieu Cottin, Director of Axys Consultants.

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The top 3 means that what companies offer to customers in 2022 remains the same as last year: phone consultant with number 1, no competitor (87% vs. 98% in 2021), e-mail (95% – 91%) and mail (88% vs. 65%). They are even reinforced according to the Axys Consultants Barometer (1). Social networks are in 4th place (73% vs. 65% in 2021). ” These results are consistent with what we’ve seen among key account customers who contact us, with contact center concerns focused on people and organizations, as consumers turn to teleconsultants (86%) for reassurance when faced with a problem. “, notes Mathieu Cottin, director of Axys Consultants. Next comes email (79%), then mail (45%) and finally social networks (29%). ” The reflex is the same in BtoB, as soon as the situation is delicate, professionals abandon e-mails and special applications in favor of the phone », he adds. In reality, for the majority of companies (54%), omnichannel refers to less than 30% of inquiries according to this observatory. However, companies are equipping themselves: as of last year, chatbots and voice bots intend to install within the next 18 months (39% vs. 38% in 2021). They are followed by mobile apps (24% vs. 17% in 2021) and self-care (18% vs. 9% in 2021).

Improved customer service

100% of companies prioritize improving customer service (vs. 96% in 2021). After the health crisis, even 82% (vs. 78%) of them became a daily concern.” Mathieu Cottin says. One of the key levers identified is related to processing data that requires multiple changes.The subject of data is still handled in silos by different departments of the company, and the first phase of the rocket – integration, data quality, enrichment – is left aside. this phenomenon continues » Comments Mathieu Cottin. Moreover, he regrets customer service only controls the type of data related to its activity (generally complaints), but in the absence of cross-checks, it has no visibility over production data or commercial data. This fragmentation clearly hinders the evaluation of data and the implementation of proactive processing towards customers. For example, if a production incident occurs that results in a 2-day delay, 80% of the time a customer notified by customer service will not complain.. A lack of communication between these divisions and departments is cited as one of the top challenges faced by over 46% of customer services.

Another means of improving customer service is training employees and managers (21% vs. 17% in 2021). As in 2021, the barriers to technology adoption are more about people and organizations than the cost or complexity of its implementation. 74% refer to corporate culture. For example, some companies avoid building automation because they don’t want to “reinvent the business” or because they don’t have sponsors or internal support to manage change. “, Mathieu Cottin explains. The final lesson of the study, post-Covid, it seems that companies are increasingly moving towards a hybrid model, combining outsourcing and in-house customer service. Whether it is the transformation of enterprises or the partial outsourcing of activities, teams must be supported at all levels.

(1) Survey of 315 managers and customer service players from June 13 to September 15, 2022.

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