Contact centre customers have gone digital
As contact centres reinvent themselves over the next two years, clients in Asia Pacific can expect common access to seven different digital channels, in addition to the telephone. Smart device apps’ capability will grow to 49% (versus 54% globally); web chat will almost double to 63% (versus 70% globally), and social media presence is already at 44%. In fact, social media is currently the most preferred contact option for Asia Pacific’s lucrative Generation Y (19- to 34-year-olds), who only use the traditional telephone as a last resort. It’s not users who are failing to adopt new channels; it is contact centres that have been slow to react, until now.
It’s important to note, however, that the telephone channel is in no way obsolete. The reality is that skills requirements are growing along with the broadening scope of service coverage. Agent support of phone and assisted-service digital channels has become far more complex and critical, and the new demands will lead to 79% of Asia Pacific’s contact centres maintaining (27%), or growing (52%), their current employee numbers.
You can download the free summary report of the 2015 Global Contact Centre Benchmarking Report here.