Many call center leaders believe generative AI will let agents handle more complex tasks, but they still need to reassure agents about how this change can actually improve their jobs, analysts from CCW Digital said during a webinar last week.
Managers can help agents understand the benefits of AI by offering them concrete information, training and support for their changing roles, according to Brian Cantor, principal analyst and director of CCW Digital.
“Until everyone understands the true benefits [of AI], how it's going to impact their experience and how they can use it to the best of their ability, it's just not going to be successful,” Brooke Lynch, senior analyst and divisional director at CCW Digital, said during the webinar.
Agents are concerned about how the introduction of AI will change their jobs, and promises of more complex work don’t reassure them, CCW experts said. Leaders who detail the positive impact AI will have on day-to-day operations can earn greater trust from staff.
“No one goes into work and says, ‘I hope my day is very difficult and challenging and complex,’” Cantor said during the webinar. “What they say is, ‘I hope my day is varied and unpredictable and exciting and meaningful.’”
Agents’ cynicism regarding AI can be justifiable, according to Cantor. Even the most employee-centric companies will occasionally reduce worker support to save money, and generative AI’s potential for automation means it can lead to job cuts.
Education can fight AI’s negative perception among agents, according to Cantor. Until workers understand the details of their new role and feel like they have proper support, they may be concerned that their job is going to get worse, if not disappear altogether, he said.
Part of this process is showing agents that being creative and empathetic is a valuable trait for their role, Cantor said. Many agents believe their employers don’t value the human touch.
“Too many agents still think their job is to read a script in a certain average handle time and get off the phone,” Cantor said. “If that's what you perceive your job to be, then you're definitely going to be afraid of AI taking over.”
Proper training and education is a start, but call centers need to offer agents other forms of support as well, according to Cantor. He provided the example of generative AI assistants for agents that work alongside self-service options for customers.
An employee’s shift involving hundreds of forgotten password requests is as likely to lead to burnout as one composed of 10 calls with frustrated, potentially rude customers, Cantor said. AI can handle the heavy load of basic inquiries while helping agents effectively handle emotionally charged calls.
Managers should also ensure that agents feel like they have a future with the organization by implementing AI tools that help agents, Cantor said.
“Get that narrative going, and suddenly the agent understands, ‘Hey, AI is an asset for me, and the company is investing not to replace me, but to make me better,’” Cantor said.
