The Role of Workforce Experience Management and EX Applications in Contact Centres

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Agents are the biggest assets in a contact centre and agent attrition is not a new challenge – 40% of contact centres globally state that high staff turnover is one of the challenges of driving consistent customer experience (CX). The ability to find the right talent has been equally challenging. The pandemic and the hybrid work model have made it harder to manage the onboarding, training, and the other processes required to get the agent up to speed on the job. Despite the challenges contact centres need a strong focus on managing the experience for the agents – they are a company’s front-line staff and the experience they deliver to the customers has an immense impact on the brand.

Workforce Experience Management (WEM) tools have gone beyond just scheduling – they are now able to leverage data and analytics to allow agents more control over their performance and their work preferences. Additionally, Agent Assist and knowledge management solutions give contact centre agents dynamic access to intelligent data. Ecosystm research shows that contact centres across the globe are ramping up their investments in employee experience (EX) technologies (Figure 1). They are focused on simplifying agent workload and offering more flexibility.

How do you elevate the Agent Experience in the Hybrid Work Model?

  • Encourage shift bidding. Build flexible scheduling and shift bidding into the company culture. Agents should be encouraged to work on a schedule that works best for them. If you are employing part-timers, retirees or you have agents working from home, you have to factor in their home commitments. Additionally allowing them to bid and openly talk to their managers and colleagues about swapping shifts demonstrates a company culture of open communication and collaboration. So, in essence, this is not a scheduling conversation, but an image-building exercise. You will be able to attract more talent, in an industry where it is hard to retain talent.
  • Evaluate your agents’ strengths in voice and self-service channels. Not all agents are good with voice calls and this can sometimes be overlooked by contact centre leaders. Your organisation’s brand image depends on the customer care your employees provide. Voice calls are still important; despite the increase in the adoption of AI and automation, the human touch remains critical. It is important for agents to be as authentic as possible on calls. Assigning the right agent to the right channel, keeping in mind their strengths and weaknesses will help your organisation to maintain the human touch. For example, some agents may be able to multitask well and are better prepared to manage multiple channels simultaneously.
  • Your knowledge system is critical. Make sure it is relevant and not outdated! Your agents have limited time on their hands. They often need information urgently, especially when dealing with a difficult customer. An updated knowledge system allows your agents to be consistent in their messages and their delivery. This helps agents to meet the AHT, FCR and other metrics and reduces human errors. Nearly 60% of contact centres globally rate improving knowledge management systems as a CX priority. There is still a lot of data inconsistency and irrelevance which needs to be worked through. An accurate and updated knowledge management system is critical, and it should be ONE source of truth. For compliance reasons, data consistency is critical. Also, the search for the information must be easy and only relevant articles and information should be pushed to live agents. The need to access multiple knowledge systems and CRM tools creates additional stress on agents.  
  • Give your agents access to call recordings. When your agents have access to the call recordings, they can evaluate how they have performed; and reflect and improve on the outcomes at their own pace. This will also allow them to spot the mistakes they are making, often prompting them to reach out to their manager and/or colleagues for help on how to avoid them. Often managers have access to sentiment analysis applications to spot issues from the tones of the agents and the customers. This can be useful in situations where the agent might have provided the right answers, but the customer is not fully satisfied. Giving equal access to the agents empowers them to find ways of improving the CX they deliver.  
  • Invest in advanced technologies around forecasting and scheduling. AI and self-adjusting algorithms are important for accurate and real-time forecasts. It is challenging to sometimes predict the volume of voice and non-voice transactions in a day. API-based tools can integrate data from different sources such as web chat, social media, voice, and workforce experience management solutions for an accurate view of the workload, including wait times. The analytics should be able to alert you of potential gaps before the resource shortfall, allowing you to plan your staffing requirements better.  


The hybrid work model has its challenges for the contact centre industry. The ability of agents to walk up to their supervisors or raise their hands when they have an issue has been impacted. While it is important to focus on how agents will perform their jobs remotely, it is equally important to evaluate the overall experience including training, scheduling and forecasting workload. AI and automation, WEM and knowledge solutions can help reduce confusion and ease the workload for the agents. An integrated EX platform that uses a single dashboard will be most beneficial for agents to navigate for information. What is important is to have a new approach to managing EX. This will help your organisation immensely in attracting and retaining talent.

Experience Economy
Why Do You Fail to Deliver a Consistent and Memorable Digital Customer Experience? – Part 1

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More than ever before you are having to cater to digital-savvy customers and create a competitive edge through the customer experience (CX) that you provide. In this two-part feature, I explore the barriers organisations face in their goal to create a memorable CX; and what the organisations that are getting it right have in common.

Spend on digital services, technologies, platforms, and solutions is skyrocketing. As businesses adapt to a new normal, they are increasing their spend on digital strategies and initiatives well beyond the increase they witnessed in 2020 when all customer and employee experiences went digital-only. But many digital and technology professionals I meet or interview maintain that their digital experiences are poor – offering inconsistent and fragmented experiences.

The Barriers

Digital, CX and tech leaders highlight their laundry list of challenges in getting their digital experiences to deliver a desired and on-brand customer experience:

A poorly informed view of the customer and their journey.  Sometimes the customer personas and journey maps are simply wrong – they were developed by people with an agenda or a fixed idea of what problems need solving.

Inconsistent data. Too much, too little, or plain incorrect data means that automation or personalisation initiatives will fail. Poor access to data or lack of data sharing between teams, applications and processes means that businesses cannot even begin to build a consistent CX.

Too many applications and platforms. As digital initiatives took hold, technology teams witnessed an explosion of applications and platforms all conquering small elements of the digital journey. While they might be great at what they do, they sometimes make it impossible to create a simple and consistent customer journey. Some are beyond the control of the technology team – some are even introduced by partners and agencies.

Inconsistent content. For many businesses, content is at the heart of their digital experience and commerce strategy. But too often, that content is poorly planned, managed, and coordinated. Different teams and individuals create content; this content is then inconsistently delivered across customer touchpoints; the content is created for a single channel or touchpoint; and delivers to customers at the wrong stage of the journey.

Little co-ordination across channels. Contact centres, retail or other physical locations and digital teams often don’t sing from the same songbook. Not only is the customer experience inconsistent across different physical and digital touchpoints, but it may even be inconsistent across digital touchpoints – chat, web and mobile offer different experiences – even different parts of the web experience can be inconsistent!


Knowledge is not shared between channels. Smart customers will “game” a company – finding the best offer across different customer touchpoints. But more often than not, inconsistent knowledge leads to very poor customer experiences. For example, a telecom provider might give different or conflicting information about their plans across web, mobile, contact centre and retail outlets; and with the increasing popularity of marketplaces, customers receive inconsistent product information when they deal with the brand directly than through the marketplace. Knowledge systems are often created to serve individual channels and are not trusted by customer service or retail representatives. We see this in Ecosystm data – when customer service agents are asked a question, they don’t know the answer to, the first place they look is NOT their Knowledge Management tool.

Poor prioritisation of customer pain points. Customer teams may find that it is easier to tackle the small customer challenges and score easy points – and just deprioritise the bigger ones that will take significant effort and require considerable change. Unifying the customer journey between the contact centre and digital is one big challenge that many businesses continue to delay.

And it gets worse… According to Ecosystm data, 55% of organisations consider getting board and management buy-in as their biggest CX challenge. This means that Chief Digital Officers, CX professionals and digital teams are still spending a disproportionate amount of time selling their vision and strategy to the senior management teams!

But some organisations are getting it right – creating a memorable digital experience that retains their customers and attracts more. I will talk about what is working for them in the next feature. 

Customer Experience Insights
Prioritise your Customer Experience spend for faster Business Growth

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The past twelve months have been tough. Most businesses in Singapore (68%) still haven’t seen revenue recover to pre-pandemic levels. Many budgets are down and you are likely to have a long list of spending options that might help you grow revenue and pull your business out of the pandemic-induced slump. Even if your business is doing well, the pressure on budgets is real.

Businesses in Singapore have not recovered from the pandemic

Increasing your CX Spend

Despite the pressure on budgets Ecosystm data makes a strong case to not cut your customer experience (CX) spend! Businesses in Singapore that are cutting their CX spend are less likely to return to growth, more likely to be competing on price (hence cutting margins), not focused on their digital and omnichannel customers, and have lower levels of innovation. Funnily enough, these are also the businesses with complex, legacy systems which need more focus to provide an improved CX! To be quite frank, businesses in Singapore who are cutting CX spend are setting themselves up for failure. With other businesses increasing CX spend, the gap between the customer experiences will grow to a point where customers will leave and it will be hard to catch up.

Prioritising your CX Spend

So now that you have secured your CX spend, where will you get the biggest bang for your buck? Let’s look at where businesses in Singapore are focusing their CX initiatives in 2021.

Offering an omnichannel experience. Your customers expect more than just a great digital experience – they want the right experience at the right touchpoint. The CX leaders in Singapore (who, unsurprisingly are often the market leaders) are already offering great omnichannel experiences, so this is quickly becoming about catching up – and not about getting ahead. Providing a consistent, personalised, and optimised experience across your digital touchpoints needs to be a top priority for your business today. If you are not offering conversational commerce solutions, start that strategy as soon as possible – you need to be where your customers are today. Extending this to physical channels and broader ecosystem partners should also be on your agenda.

Improving knowledge systems. Your knowledge systems don’t do what they say on the box. They don’t provide answers to questions – for employees or customers. In fact, if your customer service agents get asked a question they don’t know the answer to, their number one source for answers is actually their colleagues or team leaders – NOT the knowledge management system! Start investing in systems – or ideally a single system – that help your employees get better, faster answers to questions. Make sure that the system is providing the same answers to both your employees and your customers across all touchpoints – physical and digital.

Where do Customer Service agents go for answers

Migrating customer service platforms to the cloud. Over half the businesses in Singapore that we assessed have this as a top CX priority. Cloud solutions offer faster time to value, lower management costs, give access to more regular improvements and often provide the ability to easily integrate with partners who offer product extensions and customisations. This trend will continue in 2021 and 2022 as more businesses realise that their legacy customer service or contact centre platform is inhibiting their ability to innovate their customer experience. These systems also help businesses to stay compliant and reduce the reliance on internal IT – which has traditionally struggled to keep up with the fast-changing nature of the contact centre and customer service teams.

Reasons for Adopting Cloud Customer Service solutions

Investing in AI and machine learning. Many businesses are using AI to provide the personalised and optimised customer experiences they aspire to. AI and machine learning are allowing businesses to create personalised offers, offer a next-best action and automate services. Advanced banks in Singapore can create interest rate offers for each individual customer based on their credit profile and history. 46% of businesses in Singapore are already using AI to offer recommendations for customer service agents, 44% to optimise or test messaging and campaigns and 43% to provide faster, more accurate access to information and knowledge. 18 months ago, AI was a business differentiator – allowing your business to create a stand-out CX. Today AI is quickly becoming a standard practice – the battle now is around using AI to create personalised and optimised experiences.

A great customer experience will be the most important factor in lifting your business to pre-pandemic growth levels and helping your business remain competitive in today’s tough business conditions. When it comes to CX, there is no such thing as “saving your way to growth”.

Your opportunity to drive greater business success lies in your ability to better win, serve and retain your customers. Refresh your customer strategy and capability today to make 2021 an exceptional year for your business.

Improve Customer Experience eBook