In this episode of Talking HealthTech, Peter Birch speaks with Roy Hazelwood, the Manager of the Customer Contact Centre at Anglicare. They discuss the challenges and solutions in centralising customer contact, the impact of Genesys technology on service delivery, and the strategies employed to train staff for handling stress and complex customer needs. The conversation uncovers the nuances of modern customer contact centres and their pivotal role in organisations like Anglicare.
This episode was recorded in an event hosted by Genesys in Sydney called Xperience, where they help their customers and partners learn how to drive meaningful outcomes and build deeper relationships with Experience Orchestration, enabling them to deliver personalised customer and employee experience at scale.
The Evolution of Customer Contact Centres
Customer contact centres have undergone significant transformation over the years, expanding beyond traditional call centres to include various communication channels such as voice calls, chat, SMS, and email. This evolution is essential for providing seamless support, particularly in industries where timely assistance is crucial. The key focus is connecting people to the appropriate service on the first attempt, highlighting the importance of quickly understanding and meeting clients' needs.
Impact of Technology on Service Delivery
The integration of advanced technologies like Genesys has significantly improved the operational efficiency and service delivery of contact centres. Organisations can ensure redundancy and uninterrupted service even when encountering platform-specific issues by enabling staff to work from home and utilise various telecommunications platforms. This flexibility is crucial, particularly in handling the diverse communication preferences of the public. The deployment of technologies like IVR and chatbots also further exemplifies how automated systems can streamline initial inquiries and ensure that humans handle more complex queries, preserving the nuanced, empathetic touch required in certain situations.
Centralisation and Unified Communication
The merger of Anglicare Community Services and Anglican Retirement Villages in 2016 marked a significant shift towards centralised customer contact. This centralisation has streamlined communication across various services Anglicare offers, enabling a unified approach to addressing customer inquiries. This centralised system allowed Genesys to expand into Anglicare's home services, counselling, mediation, and youth services, enhancing their reach and efficiency.
Privacy and Ethical Considerations
Privacy remains a significant concern in customer contact centres, especially when dealing with vulnerable populations. In some scenarios, individuals may seek information about relatives, emphasising the need for discretion and privacy. In such cases, Anglicares policy is to contact the resident on the caller's behalf and leave the resident the choice to return the call. This ensures confidentiality and safeguards personal information against potential misuse.
Addressing Complex Customer Needs
Anglicare's customer contact centre deals with a range of inquiries, from basic service questions to urgent, stress-laden calls such as those involving potential suicides. It is crucial to have strategies for handling these high-stress situations to ensure callers get the necessary support quickly and efficiently. Knowledge bases and interactive portals are essential tools for guiding staff and providing immediate, accurate assistance to callers in need.
Training and Support for Staff
Training remains pivotal in ensuring that staff can effectively handle the broad spectrum of customer needs. Anglicare employs a comprehensive training strategy that includes scripting, platform usage, and ride-along training. This approach allows new staff to initially handle simpler queries, gradually moving to more complex ones as they gain confidence. Furthermore, accidental counsellor training equips staff to manage high-stress calls with empathy and precision.
Balancing Technology and Human Touch
In the era of emerging technologies like artificial intelligence (AI), it is essential to balance automated processes with human intervention. Automated systems can handle routine queries, but human oversight remains necessary for complex issues. For example, escalation rules can be used wherein a system automatically redirects a call to a human if it fails to understand the query thrice or if the query is too complex. This ensures that technology enhances service delivery without alienating customers.
The Role of Emerging Technologies
Emerging technologies continue to shape the future of customer contact centres. Hazelwood envisions using Copilot to scrape websites for relevant information, reduce redundant data entry, and ensure consistent updates. Additionally, providing accessible knowledge bases for field staff can increase their confidence and efficiency in handling customer inquiries. These technological advancements aim to alleviate the burden on staff and enhance the overall customer experience.
Future of Customer Contact Centres
Looking ahead, the future of customer contact centres lies in harnessing the power of advanced technologies while maintaining the human touch essential for effective communication.
Anglicare's approach to centralising customer contact and leveraging technology provides a valuable model for other organisations. By prioritising understanding and empathy, investing in staff training, and integrating advanced technologies, Anglicare is well-positioned to meet the diverse needs of its customers. As we look to the future, the fusion of technology and human expertise will continue to shape the landscape of customer service, driving improvements in efficiency, satisfaction, and overall service delivery.