Automation is the future of contact centers, but human still rocks!

Published on Jun 29, 2016 at 6:06 am in Blog

What would you define as the top priorities for the success of your contact center business?

If customer centricity and customer experience are not on top of that list, there´s little or no chance of you being able to successfully engage with your customers.

Being customer centric involves a series of factors, such as designing your customer experience, supporting all channels where your customers are, an automation system that gives customers self-service options, and so on. You can have in place the best state of the art technology, but without agents to communicate with your customers it will not make a big difference.

One of the most important ways of engaging customers is by empowering your agents. The human side of interactions will be your key differentiator, that is why you need to empower your agents to create empathy with and achieve customer intimacy.

Let me tell you about Luka. He wrote LEGO the following message:

Hello. My name is Luka Apps and I am seven years old.

With all my money I got for Christmas the Ninjago kit of the Ultrasonic Raider. The number is 9449. It is really good.

My daddy just took me to Sainsburys and told me to leave the people at home but I took them and I lost Jay ZX at the shop as it fell out of my coat. I am really upset I have lost him. Daddy said to send you an email to see if you will send me another one. I promise I won´t take him to the shop again if you can.


The agent at the LEGO customer service gave Luka the following answer:

Luka, I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never ever let it happen ever again.

He told me to tell you, “Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitsu!”

Sensei Wu also told me it was ok if I sent you a new Jay and told me it would be ok if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

So. I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!

Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitsu! And of course, always listen to your dad.”

Richard, LEGO Consumer Service

I sure hope Richard got a raise. His answer to little Luka is just brilliant, and he is the perfect example of a knowledgeable, competent, empowered agent. He was able to achieve customer intimacy with the 2 different generations:

  • The 7-year-old kid. We can see that he gets to a child´s level in the way he writes.
  • The adult, in this case Luka’s father, but I would say with all the parents that knew about this episode got an even softer spot for LEGO. In the end, he reinforces the idea that adults are always right with “always listen to your dad”. If I still had any doubts, they were completely gone!

And why? Because he was empowered with:

  • Knowledge about the product his company sold. He clearly knew all the action figures, how they related to each other, how kids played with them…
  • Decision making to “offer” to replace the product and even throw on a little extra toy. This offer, that represented no really added cost to the company, went viral and gave LEGO the best publicity free of charge!

This is only one of many examples of what empowered, motivated agents can do for your business. A successful customer journey requires a level of customer intimacy that cannot be achieved by a machine. It is necessary a human being with feeling and gut to be able to step into the customer´s shoes to provide the best experience.

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