Tools and trends: Call center technology and the future of customer experience

Take a quick tour of call center technology history and get an insight into the basic tools and the emerging technology shaping the future of customer experience.

Customers interact with companies through a number of channels—virtual agents, video chat, instant messaging, and many more. But it all began with phone calls and what we now call “ancient” call center technology.

In this article, we’ll look through:

• A brief history of call center technology
• Call center technology: 6 essential tools.
• Five emerging customer experience trends.
• The technology challenges: what does the future look like?

A brief history of call center technology.

Call center technology is the set of tools and applications used by call centers to manage calls, improve operating efficiency, reduce overall costs, and enhance the customer experience.

Call centers date back to the 60s, when companies started using phone directories to sell their products and services. The first call centers were equipped with private automatic branch exchange systems (PABX) that included the first form of automatic call distribution (ACD) technology. This technology allowed companies to have several agents handling customers’ phone calls, whether inbound or outbound.

From the late 70s to 80s, the technological revolution leveraged the importance of call centers to businesses. As a result, companies started to pay more attention to the call center business opportunities. Some companies actually based their business model entirely on phone sales.

The 90s registered a blur of innovation, with more modern ACD systems, speech recognition, and the first interactive voice response (IVR) units. Also, the world wide web was taking its first steps and, with it, so were the voice over internet protocols (VoIP)—and the digitalization of voice.

Fast forward to nowadays., Call centers have been through several changes and evolved to meet the needs of modern customer expectations. So, call centers evolved to contact centers, supporting several other voice and messaging channels. Companies are now investing in advanced capabilities and the latest technology—just to meet customers where they are and look at customer service as a way to differentiate from the competition.

Call center technology: 6 essential tools.

Businesses have changed, customers have changed—and so have call centers. Call center technology has evolved a lot since its first form of existence, but there is a basic stack of tools to set up a call center that has made it to modernity.

These are the six tools that every call center must have:

1. Predictive dialer. A tremendous productivity tool, predictive dialer automatically dials from a list of numbers, saving time to the agent as it detects busy signals, voicemail messages, disconnected phone numbers, and so on.
2. Interactive voice response (IVR). An IVR system is a speech-based technology that helps to deflect some calls, letting callers interact directly with the phone system in the first instance. For example, with IVR and ACD, the caller can be directed to the most appropriate agent or a self-service option.
3. Business tools integration. Regardless of whether the call center runs outbound campaigns or provides after-sale support, tight integration between call center software and other existing tools is the hallmark of a successful business. Seamless integrations with other relevant systems like customer relationship management, billing, and others reduce manual entry efforts, streamline agents’ work, and allow for a better experience, for both the customer and the agent.
4. Call monitoring, whisper coaching, and call barging. Call monitoring is a feature that allows managers to listen to a live call without the agent or the caller knowing. Whisper coaching allows a supervisor to talk with the agent without the caller knowing. Finally, call barging allows the supervisor to listen to calls without the agent or caller knowing and then speak with the agent and the customer when necessary. These are three critical features when training new agents or helping agents during difficult calls.
5. Call recording. Also helpful when onboarding new agents, call recording is also used to ensure quality standards are met and monitor agents’ performance.
6. Real-time analytics. Ensuring that performance baseline is met requires real-time metrics. A dashboard that shows the most important key performance indicators (KPIs) like service level, number of calls in queue, average waiting time, average hold time, among others allows managers and supervisors to track call center performance and make data-driven decisions.

Five emerging customer experience trends.

The six tools listed previously are basic, need-to-have tools. Without them, you simply cannot perform the most simple, day-to-day operations, whether running outbound campaigns or customer support.

The technologies described below are emerging technologies. They’re not entirely new, but companies have not widely explored them. However, they provide clear benefits for the customer and the agent experience, bringing advantages to the overall organization.

1. Cloud-based software.

Modern call centers experience dynamic changes on a daily basis. Legacy systems can’t keep up with the requirements; therefore, cloud-based software is the right bet, as it reduces infrastructure requirements and enables quick scale with only an internet connection.

As the pandemic forced offices to close, those who still relied on on-premises software suffered the most. While some had already moved to the cloud, COVID-19 accelerated the migration process for many others.

The new call center is more flexible. The image of once crowded rooms with agents and headsets is unlikely to return. Cloud-based software allows agents to easily handle customer interactions from their homes, a shared office, a coworking space—anywhere.

While keeping agents working from home was initially a short-term solution, organizations soon realized the several advantages of cloud-based software:

• Facilitates remote work, which makes employees more engaged and happier.
• Offers an enhanced layer of compliance and security against fraud and threats.
• Reduces the cost of managing IT infrastructure.
• Simplifies routine, but important tasks, such as data backup and recovery.
• Enables 24/7 customer service, crucial for multisite organizations, by strategically positioning agents all around the globe to provide always-on customer service.

2. AI models.

As organizations adopt digital-first strategies, they can use the potential of artificial intelligence (AI) to streamline operations and enhance their customer service.

Virtual agents, agent assistants, and other AI-powered tools can now reliably perform critical tasks with limited human intervention. From automating backend tasks to identifying security issues, the potential for AI is nearly as diverse as it is vast.

However, AI can be more than a back-end operational tool. It can create better experiences for customers (faster self-service, smoother, more accurate interactions) and agents (fewer manual tasks and more effective training and coaching opportunities).

With human-in-the-loop technology, you can cut on IT costs and have your agents using their expertise to train and validate AI models, a cost-effective solution that makes the training of AI models part of everyday operations.

That’s another reason why companies should be migrating to the cloud: on-premises systems (and even some first-generation cloud platforms) lack the agility to incorporate AI capabilities and human-in-the-loop models.