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The evolution of the call center and digital attention in telecommunications

Digital attention of call centers, originally voice-only, have certainly taken an evolutionary leap from the 1990s to the present day. Back then the telecom world was analog, executives used call management systems, what we now more commonly know as early CRMs, manually, and their answering scripts were based on semi-closed protocols written on printed scripts.

Over the years, all systems evolved, integrating digital service solutions such as the incorporation of platforms and infrastructure that improved the quality of audio and therefore the quality of service.

With these new technologies, it was already possible to start generating customer service statistics that would allow us to make better decisions based on the data provided by the users themselves. Since then, analytics is the law when implementing any service or contact channel in digital attention and customer service, moving from the call center model to the contact center model.

Precisely, based on this data, telecommunications companies have sought to expand their customer service channels, including more and diverse points of contact, providing more accessible and faster responses to their customers.

Digital attention

Among the new channels that have been implemented for the digital attention on telecommunication service are:

Web chat

On its website, the company includes a prominent button that the user can click on, displaying a pop-up digital customer service window, through which they can communicate improving the digital attention. There they can find a human agent, for both basic and complex questions, or a chatbot which includes integration with generative artificial intelligence (emulating the human experience with the Natural Language Processing.

Social media

This is the ideal channel to approach specific segments, such as the younger generations, who occupy and trust these tools. In these spaces, they expect not only to be able to connect with the company, but also to identify with its content and be aware of the latest updates. In this way, it is even possible to save some digital attention customer service queries by having the news already provided by the official channel of the telecommunications company.

E-mail

Unlike the previous point, this channel tends to be the oldest and most traditional, but no less useful. Some telephone companies keep it among their points of contact because of how solid and secure it remains, and also because it is popular with more senior customers who are looking to leave a record of easy access to digital customer service.

WhatsApp

This contact channel is one of the newest but with high penetration and contactability in all age groups. This is because in the same way that people communicate with their friends or loved ones, they like to do it with their service providers; getting not only a fast and secure attention, but also a personalized one, specifically tailored to their needs.

As we can see, all contact points have their specific characteristics that will adapt to the needs of each user, hence the importance of having different ways to access digital attention according to each type of customer.

Would you like to integrate any of these or other solutions in your digital customer service? Write us now to info@onemarketer.net

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