The Call Centre Management Association has highlighted the evolving landscape of AI automation for businesses, particularly within the context of quality assurance (QA) in call centres. As the industry continues to embrace automation technologies, discussions among experts have shed light on various crucial aspects that businesses should consider to maximise the benefits of these innovations.
Rob Wilkinson emphasised that automation transcends mere efficiency and time-saving. Speaking on the importance of quality assurance, he noted that automation facilitates 100% coverage in monitoring interactions. This comprehensive approach ensures that businesses can consistently uphold compliance standards by capturing all interactions and quickly flagging any breaches. By doing so, frontline employees are more inclined to engage with the quality process, supported by objective performance samples instead of subjective analyses.
In contrast, Daisy Crouch, Senior Training and Quality Manager at Dojo, warned against misconceptions that automation heralds the end of quality teams. "Some people think, ‘Great! I can go from 3% to 100% and get rid of my quality function’ when they think of automation, but it doesn’t work like that," she said. According to Crouch, the essence of integrating automation into QA requires careful consideration of objectives and the roles available. She advocated for a gradual shift towards automation, emphasising the need for team buy-in and understanding the data generated from increased coverage.
Moreover, Sean Reynolds, Head of Quality Assurance at Vitality, underscored the necessity for customisation within automated systems. He shared a cautionary example regarding interactions flagged as vulnerable purely due to the automated system misinterpreting data related to customer incentives. His emphasis on tailoring speech analytics parameters illustrates the careful approach required to harness the full potential of these tools.
Among the panel's insights, the notion of striking a balance between automation and human input was recurrent. Both Rob and Daisy expressed the concern that an over-reliance on automated processes could lead to a simplistic, tick-box exercise that fails to add real value. “We’re in a place now where we see people run before they can walk,” Rob noted, calling for thoughtful integration of technology that fosters genuine engagement rather than superficial compliance.
Despite the advances in AI, the experts unanimously agreed that human involvement in QA is indispensable. Sean stated, “There still needs to be a place for certain amounts of interactions assessed,” reinforcing the value of human judgement alongside digital analytics. Notably, Dojo has expanded its QA team post-automation; Daisy highlighted that the focus should be on deriving value from investments rather than solely time-saving measures.
The rapid evolution of AI technologies entails a need for education and understanding among those using them. Daisy remarked, “It’s not about replacing people, so it’s not scary,” promoting the opportunities for staff to upskill and adapt to new roles emerging from automation's implementation. She urged businesses to leverage their software providers for guidance and training to keep pace with the continuing changes in AI.
As the panel concluded, they offered actionable insights for organisations embarking on their automation journeys. Daisy encouraged businesses to avoid an all-at-once approach, advocating for small-scale proof-of-concept initiatives to foster acceptance among teams. Sean highlighted the importance of a broader collaborative effort beyond QA, advising that successful automation should align with the overarching goals of the organisation.
In summary, the dialogue highlighted by the Call Centre Management Association underscores the transformative impact of AI automation on quality assurance practices within businesses. The insights from experts emphasise the importance of thoughtful integration, customised applications, and the enduring value of human involvement in achieving the full potential of automation technologies.
Source: Noah Wire Services