It’s a well-documented trend that the rise of digital channels such as webchat, apps, FAQs, etc., has led to a change in the way contact centers handle interactions. The routine, “easy” interactions are now handled by self-service channels. Deflecting these low-value interactions has enabled contact centers to improve productivity and efficiency. But if easy interactions are handled on self-service, then the calls that reach agents are becoming harder and more complex, and they’re likely to be problems not expected or encountered before. Customers also expect the resolutions or answers to be provided very quickly. If this doesn’t happen, an escalation to another channel happens swiftly. In fact, recent research indicates that over half (55%) of these self-service instances eventually escalate to voice interactions with contact center agents.
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