Navigating the Evolving Landscape of Customer Care: Trends, Strategies, and Actionable Steps for Contact Center Leaders
The landscape of customer care is rapidly evolving, with the rise of Gen Z as both customers and new entrants into the workforce, and the integration of generative AI (gen AI) into contact centers. In a recent episode of McKinsey Talks Operations, partners Brian Blackader and Eric Buesing discussed the latest trends, the importance of cohesive support strategies, and actionable steps that contact center leaders can take to enhance their customer care functions.
Eric Buesing highlighted the challenges that contact centers are currently facing, including operational pressure to be efficient, manage employees in complex environments, and expand their role to include advisory selling. Customer expectations are also increasing, with the amplification of dissatisfaction through various platforms.
Good customer service today involves excelling in critical moments, resolving issues with ease, providing accessible information, and integrating communication channels for a cohesive resolution process. Brian Blackader emphasized the shift from simply being available to providing personalized understanding and engagement for customers.
The conversation also delved into the potential of gen AI tools in transforming customer interactions, with Eric Buesing noting the importance of human interaction for empathy and connection. Speech-to-text technology and conversational intelligence are key in understanding customer calls and resolving issues effectively.
Brian Blackader discussed the talent challenges that customer care leaders are facing, including the need for specialized skills and attracting individuals with backgrounds in data science and engineering. As Gen Z matures into consumers and the workforce, their communication preferences with companies are not drastically different from older generations, with a preference for phone calls for serious issues.
Looking ahead, Eric Buesing predicts a shift towards self-service options and the empowerment of superagents equipped with advanced tools for resolving customer issues effectively. Brian Blackader emphasized the importance of an omnichannel experience and the optichannel approach for using the optimal channel for resolving issues.
In conclusion, leaders in customer care should have a bold vision, collaborate outside of the contact center to tackle upstream issues, focus on achieving quick wins, and transform contact centers to encompass both service and sales functions. By providing valuable advice and recommendations, contact centers can enhance customer satisfaction and loyalty in the evolving landscape of customer care.
