New Research: Top 3 Priorities for the Employee Experience

The agent experience is always a priority for CX leaders. In a space where attrition and turnover remains an ever-present concern, contact center executives consistently work to engage employees and prioritize their wellbeing.

Now more than ever, in the era of digital, AI and automation, employers are looking to implement strategies that mitigate fears of replacement and offer true satisfaction and happiness for their indispensable frontline. 

As agents take on more critical work, it is necessary to not only engage agents but upskill, train and develop their skills. As an alternative to self-service, the agent is poised to comfort customers and offer their utmost expertise. This new role won’t be easy, as many agents were hired to take on a more simple workflow, but it is possible.

As CX leaders begin to prioritize the next-generation agent experience, this development will be a straightforward first step in enhancing interactions for the future of CX. 

CCW Digital’s latest research covers this critical subject and offers an inside look at how executives are working to optimize the agent experience. In the ‘Future of Contact Center Employees’ Market Study, Managing Director of CCW Digital Brian Cantor, shares key challenges, concerns and opportunities for the future of EX. With in-depth insight on the strategies organizations are implementing and the timelines lined up for actually executing the modern employee experience, the study will give readers a deeper look into employee experience initiatives at leading brands.

Does ‘Happy Agents Still = Happy Customers’?

In the latest Market Study, Cantor revisits the old adage ‘Happy Agents = Happy Customers’. Long thought of as the key to success, he dug deeper to uncover the true meaning of the phrase to understand its relevance today.  

Asking leaders whether they subscribe to the idea that happy agents make happy customers, 65% agreed that they believe that emotionally happier agents will deliver better experiences. 30%, however, stated that they believe the phrase is more about empowering agent performance than literally making your agents happy.

In both cases it is clear that the agent experience must be a priority, but understanding the difference between happiness and empowerment might be a key distinction in reducing turnover moving forward. 

In his recent presentation at CCW Austin, Cantor shared that today’s agents are not just looking for trivial perks and traditional benefits, employees thrive when they are able to achieve a positive work/life balance, when they are able to effectively perform and when they receive adequate praise.

It’s not just about how we can make agents enjoy their work environment as much as it is about their day-to-day workflow.

In achieving happiness, then, it seems that employers must focus on both engagement, empowerment and genuine satisfaction in the role. Luckily, 93% of leaders marked improving employee satisfaction and retention as their #1 improvement area over the past year.

The Future of (Complex) Work

The idea that agents will take on a more complex workflow has been discussed for quite some time. As companies begin to automate certain processes and interactions, it seems natural that agents would step up to engage in the more meaningful yet complex conversations. 

While this discussion has often been fruitful, it still hasn’t necessarily led to action. Leaders have the idea of a next-generation agent but they have not started training them to reach this potential. We do, however, have a list of essential skills and traits to use as a framework for this development.

When asked about the most critical skills for agents of the future, 95% of leaders stated the ability to handle complex customer inquiries was their top requirement. They also want them to handle more emotional conversations, engage in multiple channels and collect and share more knowledge/customer feedback.

When considering the timeline for development, 39% of leaders stated that within 6-12 months their agents should be demonstrating these competencies. Giving a deadline of the end of the year, leaders are optimistic in preparing their agents to take on more. Time will tell whether these improvements will be secured in 2024 or delayed in the process.

Will AI Deprioritize the EX? 

Conversations on the future of the employee experience are nearly incomplete without a discussion on AI. With the introduction of generative AI and more advanced automation capabilities, it became clear that the future of the employee experience is, in some ways, fragile. 

Although it is sometimes positioned as a negative, it is not a new transition. There have been technological advancements in every industry, from the computer to the iPhone, we’ve all adjusted, adapted and, mostly, thrived with new tech. However, positioning is key when discussing advancements with your employees.

When it comes to contact center leaders, many are quite confident in the fact that AI will not fully replace their employees. A resounding 80% of leaders stated that they will still rely on agents and do not foresee a significant reduction in headcount.

The overwhelming sentiment is focused on AI as a tool to augment the agent experience and empower their shift to more complex work.

In the age of AI, it seems human connection and expertise remains a critical skill moving forward.

To learn more about employee experience initiatives for 2024, check out the latest market study here.

Main image by Karolina Grabowska

Second image by Tara Winstead