So what’s going on outside the Core Contact Center

I happened to be watching a few documentaries on how Einstein and other Key Scientists discovered their contributions for which they are now known for… I looked back at my work and see a plethora or technologies, buzzwords and jargons thrown around everywhere and I started thinking if it was possible to bring all of them under one logical roof. What I noticed was that the core contact center gets a lot of attention but the surrounding soft processes and technologies outside the core has been ignored. Let me first explain what I mean by the core:

It has three primary components:

  1. The Connect Services – Focus is on Expanding the ways by which the Customer is able to connect with the Contact center. Nowadays this extends to finding ways how agents also can perform their service from multiple channels other than the rather traditional phone + pc method.
  2. Self Service Services – These Focus on Diverting the Interaction from Human to Machine. The Motivations can be many but bottom-line it’s a machine doing the human’s job. Again the rant of IVR Hell is the most popular slogan in every CC Sales person’s narration and continues to the Rise of the Bots in service of Humanity and the best bots being from their garages.
  3. Automation Services – These Focus on Ensuring that the Customer gets serviced by the right agent or bot based on information collected during the interaction or history.

All of these are fundamental to any contact center solution for longer than the past 2 decades and hence I never got myself to blog on the various transformations happening here. What could happen outside the core is however never discussed and hence the key subject of this blog.

Let’s visualize this Core Thingy

So the Experience Gained by Customer when Interacting with the Connect services, we call “Customer Experience” aka “CX”. Similarly, the Experience the Core Gives to Agents becomes the “Agent Experience” aka “AX” … Right?

Wrong… Let’s see why…

Let’s focus on the Customer and see what actually is driving their CX… I hear your mind voice…you just thought about the new term “Omni-Channel” …. And Something Else is coming up… “Customer Engagement” …. Ah now I hear something else … Ok Stop… I’m here to tell my opinion …not Yours!

In my opinion Customer Experience is governed by three key activities

  1. Engineering – This is where the Engineers tirelessly build the core and associated solutions block by block. After crossing the mindless desert of bureaucracy, the storm of politics and whirlpools of bugs, the Engineers brings solutions to production. This used to consist of lifelong projects in the SDLC era but now has been cut short using DevOps so engineers have to cross smaller obstacles than larger ones before…
  2. Experience – Once the Solutions are brought to production the customer happens to use the solution and hence you get “Customer Experience”. Thankfully there are tools which are able to Quantitatively measure these customer experiences using DataOps. This used to be a laborious manual task in the past but nowadays has become automatic to a large extent letting the Data Engineers to focus on Insights
  3. Insight – The Insights is the activity performed typically by Supervisors but now slowly business managers and marketing managers are also getting into these tools to gain insights to better their side of business. These Insights result in Stories which in turn fuels the next round of Engineering.

Now let’s visualize what I’m talking about …

Now in Traditional Environments, this whole cycle would happen every month at max but the way things are moving in the Digital Economy, it actually moved on to Events based model thanks to AI ….

On a similar note the same cycle goes on in the Agent Side as well contributing and improving the “Agent Experience” and “Agent Engagement”

So What else could be happening here… All the Engineering activity happen mostly on the CC Platform and the Data about Customer and Agent Experiences and Interaction Histories are stored in Data Stores

So Let’s bring them all together:

So Let’s look at this new box called Platform we just added… It’s basically the core of the contact center exposed to Developers and Infrastructure Engineers.

The AppOps Team would use Observability Tools to understand the Services’ performance and bottlenecks.

The AIOps on the other hand use Experience Monitoring Solutions and Uptime Monitoring Solutions with Automated Remediation Solutions.

For the Developer there is the DevOps Stack with the Code Repository to store their configurations and code. Continuous Integration Ensures that the ready to release software/configuration gets Tested functionally and for Security Vulnerabilities as well, before landing on the platform.

So this is how all this would look like:

So the Platform has a lot of real-time and historical data in the Data Store… Let’s see what the Data Folks do with it…

So If you have a real Data Engineering Minded Org then the Data Engineers and Scientists would like to have their own layer of lakes to handle the processed data in their useable form.

Most Orgs would use prebuilt Analytics solutions to serve business metrics to Business Managers and Contact Metrics to Supervisors…

There could and should be more outside the core that typically gets ignored in most orgs… If you know anything I missed please do let me know

One Comment

  1. Julian! definitely a nice job to bring in all pieces together including the ones left out mostly. Here are my two cents:
    – What we must mention in the whole game of Contact Center ‘CX’ is the role of CRM. From being outside of the core as it happened to be in older days when CTI integration with CRM would just do the trick, to realize now that CRM integration is a given everytime things have changed.
    – At times, in an organisation’s Customer Experience Management strategy CRM will be at the core and CC will be its arm leveraging the CRM insights to satisfy customer’s needs.
    – If you take out the telephony part including IVR and agent tech, what is left can be accomplished by CRMs – email, chat and bots all acting as self-service channels of CRM

    So as I view this when you talk about Core, I tend to visualize Contact Center Core sitting inside of CEM (Customer Experience Management) core of an Organisation.

    Liked by 1 person

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