Paying Attention to Agent Well-Being Will Improve Your Brand



By Donna Fluss

The pandemic has had a dramatic impact on contact centers, most of it positive. As described in DMG’s new report, Contact Centers in a Post-Pandemic World: A Strategic and Tactical Guide to the Future, COVID-19 has accelerated digital transformation by two to six years. This is driving major upgrades and enhancements in existing operating systems, expansion of digital channel support, a self-service replacement cycle, as well as investments in new artificial intelligence (AI) and automation-enabled applications. All these activities were long overdue for contact centers and, if executed properly, should enhance the customer and agent experience and improve productivity.

An Agent Perspective 

The pandemic is also driving enterprise and contact center executives to consider the ramifications on agents of having to deal with consumers. While, in general, customers are pleasant or at least civil, the negative conversations (both voice and digital) take a toll on agents. Studies show that in normal times, fewer than 5 percent of interactions are difficult, but in troubling times, like during a pandemic, the percentage is much higher. 

The degree of difficulty in handling live interactions with customers varies based on many factors, but the challenge is incredibly significant when an agent cannot do anything to fix a situation. This occurs when an agent must uphold a company policy that they agree is outdated or unfair. Another scenario occurs when a customer, mistreated by someone else in the company, takes out their frustration on the agent. Or when a customer experiences something traumatic that they dump on an agent, just to mention a few common scenarios. I have joked for years that contact centers double as free counseling centers. Unfortunately, it’s not funny for the agents who must deal with these tough situations. 

Sure, training can help agents handle tough situations, but agents are human, and it’s going to impact them. Many an agent will talk about how one bad customer ruined their day. And since agents cannot take a break after a difficult experience (because they typically must wait until their scheduled break time), it often carries over into their subsequent inquiries, which is not pleasant for the agent or their customers. 

It’s tough to be a contact center agent. While striving to deal effectively with consumers, management often pushes them to reduce their average handle time, which doesn’t allow them to show the empathy that most of them would, if they had the time. And when not encouraged to shorten interactions, an alternate expectation is to sell additional products and services, even when they know customers are not interested. 

Agents must know the details of dozens of products and services and navigate anywhere from a few to over fifty operating systems while managing interactions within tight time frames. It often requires them to stay at their desks except for three times during the day: their scheduled lunch and two breaks. And they earn the lowest rate of any employee in many companies. The question is what companies should do to address this situation. 

Positive Changes

The good news is that enterprise leadership is finally acknowledging the challenges of being a contact center agent, and we can thank the COVID-19 crisis for these insights. During the pandemic, contact center agents were the first responders and, for a time, may have been the only responders in some organizations. Agents all over the world demonstrated their agility and mettle in dealing with extremely stressful situations while keeping their own emotions and concerns under control. 

It’s great that executives are finally recognizing the amazing contributions contact center agents make to their companies, but this recognition needs to translate into action if companies want to retain these highly valuable employees. Companies should re-evaluate and increase the salary structure for their agents to pay them fairly for the work they do. 

Contact centers should give their supervisors the time they need to be available to assist, coach, and encourage their agents, instead of pulling them for projects and reporting. Invite agents to select training and coaching sessions in addition to the courses assigned to them by quality monitoring systems.

Contact centers should transform their agent evaluations and scorecards to measure what matters most, which should not be average handle time and the number of transactions per day. Last, elevate the overall agent role, as these employees have one of the broadest bases of knowledge in a company, which if given the opportunity, could effectively work in other parts of the organization. 

Conclusion

Contact centers should be employers of choice, and it’s time for enterprise executives to make this happen, for the benefit of their employees, customers, and the bottom line. 

Donna Fluss (donna.fluss@dmgconsult.com) is the president of DMG Consulting, a provider of contact center and back-office market research and consulting services.