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Contact Center Automation – Improve Customer Experience

Contact Center Automation

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Author: Dhivakar Aridoss

Every organization will gain from providing an exceptional customer experience. After all, customers are the lifeline of any business, and improving customer experience helps you gain much-needed loyalty and improved lifetime value.

How do you go about providing exceptional customer experiences?

You can provide exceptional customer experiences by offering omnichannel capabilities. This would allow your agents to have a single view of your customers across all channels.

Besides, you will have to automate your contact center operations, which would allow your customers to get their queries resolved faster than ever.

In this article, let us look at how contact center automation can help in improving customer experience.

Contact Center Automation

Contact center automation in the initial days focused on reducing the Average Handling Time (AHT). Over some time, people started moving away from AHT and started looking at metrics like First Call Resolution (FCR) and Net Promoter Score (NPS) to figure out how well their customer experience function is performing.

Let us look at everything that makes up contact center automation

1. Integrations

The very first step to automation is to pull together every customer-facing application and integrate them with the contact center platform. Your ERP, CRM, inventory, shipping, helpdesk, website, mobile apps, chatbots, and social – all integrated with your contact center platform.

With this integration, you can capture every customer interaction irrespective of how they choose to interact with you. This would allow you to provide a single view of your customers, and they don’t have to repeat themselves.

Besides, the agent’s knowledge of the interactions would allow them to delight your customers and cross-sell and upsell your other offerings.

2. Self-Service Capabilities

Provide your customers with FAQs and knowledge bases on your website and product pages to resolve most queries of theirs. Also, offer them conversational AI chatbots that can pour through an enormous amount of data and provide the customers with the most appropriate answer to their queries.

At any point in time, provide the option for the customers to opt to talk to a human agent while interacting with your self-service tools.

This would help your customers resolve their queries faster while allowing them to reach an agent anytime.

3. AI and Machine Learning

These in today’s day are used to complement and support the human agents, and not to replace them.

For instance, voice analytics, sentiment analysis, suggesting the next best action, email triage, and classification can be done phenomenally faster by AI and ML engines compared to human beings.

It can assist in improving self-service capabilities as well as in understanding the voice of the customer.

This would undoubtedly assist the human agents in providing better resolutions to customers, thereby improving the customer experience.

4. Workforce Management

Workforce management (WFM) has been the Achille’s heel of most contact centers. Every contact center is trying to get its WFM strategy right to improve employee and organizational efficiency and decrease operational costs by leveraging data.

With WFM, you can create agent schedules that account for work preferences, skill levels, and forecasted call volumes. In addition, features like omnichannel recording, recording multiple monitors, speech analytics, and onboarding tools to ramp agents, gamification, forecasting & scheduling would ensure superior customer experiences.

5. List Management Services

List management services (LMS) help you massage and mine the data from various sources. You can sort, filter, review, enrich the data, and make it actionable for your stakeholders.

For instance, any cold lead will have to be qualified before it can make sense to your sales. LMS helps you sort through these leads, analyze the interactions based on your cadence program and sort them as high or low priority.

Any contact from customer referrals, website inquiries, customer support, email campaigns, and inbound queries would be categorized as warm leads. LMS would assign a high priority to these – identify the lead source, dissect all the customer interactions, and add any intelligence available in the CRM to help sales move the lead towards a deal or a relationship.


With this automation, you would be able to improve your customer experience by:

  • Empowering your customers to self-serve
  • Empowering your agents to provide a personalized experience
  • Improving efficiency across your customer experience channels and functions

This would allow you to reduce AHTs and improve customer satisfaction and FCR while decreasing your agents’ onboarding and training costs.


About the Author: Dhivakar Aridoss


With due credit to Rene Descartes, Dhivakar lives by the saying, “I Think Therefore I Am.” He believes in 80% thinking and 20% execution on anything creative. He executes the digital marketing strategies of ClearTouch on this 80-20 rule.

Besides, if you want to chat up on automobile, formula 1, Hollywood, Music, Food, Single Malts, and any conspiracy theories, Dhivakar would be all ears and is equally a great conversationist.