Contact Centers Need Advanced AI Chatbots: NICE inContact Study Finds

A new study commissioned by NICE inContact sheds light on key technology investment trends in contact centers

The customer experience platform, NICE inContact, released the findings of its new study – 2020 NICE inContact Customer Experience (CX) Transformation Benchmark, to reveal key trends in the contact center industry. The study that surveyed 1,000 contact center decision-makers across the world found that businesses are increasingly moving towards self-service vs. agent-assisted channels.

Also read: A COO’s Perspective on How to Think Differently About DX in Contact Centers

Impact of COVID-19 on Contact Centers

During the 2020 global pandemic, contact centers universally experienced major disruptions: first, to move agents home very quickly, and next, to handle a surge in interaction volume. Those who already used cloud contact center technology had an advantage.

92% of contact centers reported an increased volume of interactions of all types. 62% reported an increase in digital interactions. Phone and self-service interactions also increased (57% and 46% of contact centers, respectively).

70% of contact centers expect they will continue to have agents work from home after the outbreak. Those who already have their technology on the cloud are more likely to expect to keep agents at home. Business to consumer organizations are most likely to believe agents will continue working from home.

Also read: Want to Elevate CX? Eliminate Background Noise in Contact Centers

66% of contact centers who are not using cloud today are planning to accelerate their move to the cloud as a result of the pandemic.

Top Channel Trends

43% of the survey respondents stated that they prefer to offer self-service channels, a 15% increase from 2019 with a corresponding decrease in those preferring agent-assisted channels for service.

Over half (52%) of businesses say they will invest in artificial intelligence (AI) or automation technologies to improve customer service using predictive forecasting, scheduling, predictive routing, etc.

“Digital is a fundamental part of customers’ lives,” said Paul Jarman, NICE inContact CEO. “If you’re not available in those channels and offering effective and efficient service in them, customers will take notice. That said, creating differentiation and value requires more than checking the box, but rather using digital as a launchpad to build exceptionally memorable experiences. This year’s CX Transformation Benchmark shows that contact centers aren’t willing to be left behind, and they see new opportunities in improving acquisition, retention, and growth.”

The study also found that overall channel performance across four common measures had mixed results in 2020, including satisfaction, first contact resolution (FCR), Net Promoter Score (NPS), and ease of use. While businesses estimate satisfaction to be up significantly in 2020, first contact resolution is down across all channels, with a significant decline in traditional channels driven by a major drop in FCR by phone.

Also read: Beyond COVID-19: 4 Hot Trends Impacting Contact Centers

Digital Omnichannel Is Crucial for Contact Centers

When asked about how CX leaders looked to allocate spendings going forward, 27% indicated that they invest in excellent omnichannel CX, and 35% said they plan to invest in omnichannel technologies. Both businesses and consumers agree (94% / 93% respectively) that companies should provide a seamless experience for customers when moving from one communication method to another, such as from phone to text or chat to phone, to resolve their situation.

AI in Contact Centers in 2020

71% of the businesses said that chatbots and virtual assistants make customer service much easier. However, businesses also believe that chatbots and virtual assistants need to get smarter before consumers are willing to use them regularly. AI is definitely a top priority for businesses looking to leverage conversational interfaces more strategically. Larger contact centers report higher degrees of customer trust in AI than businesses overall. 17% of the respondents reported more trust in AI compared to 31% of larger contact centers.

New Social Messaging Preferences

The findings also revealed the preference for social channels for businesses in 2020. It found that social media in both public social channels and private messaging apps have increased significantly in 2020. 72% of the businesses reported using social media for customer service, compared to 59% in 2019.

Key Investment Trends for Contact Centers

According to the study, 42% of businesses anticipate upgrading their contact center technology in 2020 (up from 38%). 58% of the businesses indicated that they plan to improve their website experience, and 35% said they are looking to add new services to allow channels to work together seamlessly. In 2020, businesses are more likely to plan to invest in nearly all methods of customer service communication.

52% of businesses say they will be using AI and automation to improve customer service using predictive forecasting, scheduling, predictive routing, etc.

“We’re seeing tremendous growth in CXone adoption with a record number of interactions in 2020,” said Jarman. “The trajectory of digital channel support has continued upwards for several years and has become more urgent than ever. As a complete, unified cloud customer experience platform, CXone blends all types of interactions including self-service and agent-assisted channels. This ensures the best combination of automation, efficiency, and service excellence as agents continue to handle more complex interactions.”