Simplifying the complex environment of customer service delivery is essential for businesses in the months ahead, a new report has warned.

Recently published research from CCA, the professional body for customer service, in partnership with Twilio, surveyed over 70 senior customer service executives and found that businesses were challenged in four main areas, namely: evolving and changing skills requirements as customer service becomes increasingly complex; keeping pace with new technologies including artificial intelligence and automation, and how and when to best apply; being agile and flexible in their approach to delivering improved service; and changing expectations about the role of front-line agents.

The rapid advancement of technology, widespread access to the internet, and smartphone culture is driving huge changes in the customer service landscape for organisations. These rapid transformations present real opportunities to engage and build relationships with consumers in innovative and diverse ways. Conversely, they also present significant challenges as users become more demanding, and expect that services are ‘always on’ as well as top performance.

CCA CEO Anne Marie Forsyth said: “Simplifying the complex is much easier said than done. We are experiencing extremely uncertain times and organisations are challenged with investing in customer service and CX when the landscape is continually shifting due to the political environment, technology changes and increasing expectations from customers.

“Established and effective connections across the whole enterprise need to be in place so that customers are dealt with appropriately and in ways that suit them versus the organisation. The challenge for today’s businesses is knowing how to prioritise these challenges, balanced with investment in the most appropriate solutions.

“This research highlights the top issues organisations need to consider when looking to improve the service and experience they offer to customers. Simplifying the complex is not for the faint-hearted and will require smart leadership, intelligent investment and strong engagement across the business.”

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