KUALA LUMPUR, Oct 27 (Bernama) -- Malaysian and Singaporean enterprises are responding to changing work modes and consumer preferences by tapping into contact centre customer experience services from outside partners, said Information Services Group (ISG).
In its “2022 ISG Provider Lens Contact Center - Customer Experience Services” research report, ISG found that enterprises’ captive contact centres are seeking third parties to relieve the burden of keeping pace with new technologies.
“This has become increasingly important as consumers in the region become more inclined to use online services in many facets of life.
“The work of contact centre agents is increasingly supported by digital solutions, many of them based on artificial intelligence and analytics,” the report said.
ISG said digital solutions also help companies automate workflows to streamline the management of agents, a growing requirement as more agents switch to home-based or hybrid work modes.
“As flexible work becomes the norm in this region, service desk management and secure infrastructure to support remote workers are vital,” it said.
Enterprises are outsourcing these functions to service providers so they can focus their resources on the core business of customer experience, it added.
“The better a company supports its contact-centre workforce, the better they can serve customers and inspire brand loyalty,” said ISG Provider Lens Research partner and global leader Jan Erik Aase in a statement.
ISG also found that enterprises implementing internal advancements such as robotic process automation and recruitment process outsourcing before the pandemic are now shifting to customer-facing automation to differentiate themselves in the market.
The report also examined other customer experience trends affecting Singapore and Malaysia, including ongoing supply chain disruptions and the increasing importance of social media as a channel for attracting and interacting with customers.
ISG is a global technology research and advisory firm with over 800 clients, including more than 75 of the world’s top 100 enterprises.
-- BERNAMA
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