Q&A with Todd Hollrah: Developing a High-Performance Contact Center

We recently spoke with expert Todd Hollrah, who has 20 years of experience in successfully directing multi-site, global contact center operations. He talked about what it takes to develop a high-performance contact center and what trends and opportunities are gaining momentum in 2020.

What is the key to ensuring operational success when developing a high-performance contact center?

I am a big believer in a system where “People + Process = Performance”.  That means hiring the right people and putting them in a position to be successful. This is done by clearly communicating effective processes that are designed to achieve key performance metrics.

What role does organizational culture, change management and L&D have to play in fulfilling this equation?

A successful BPO operation must apply great agility to effectively manage changes to the client’s business strategies and understand how these changes will impact its employees. Communication is the key to navigating through these changes.  By actively engaging with employees to better understand their needs throughout the transition process, we can create an organizational culture that encourages employees to have a sense of ownership over these changes. This helps build a healthy work environment that boosts morale and increases overall job satisfaction.   

What new technology trends are you seeing that will enhance the customer experience in 2020?

We will continue to see enhancements towards an omni-channel approach to interacting with customers. Also, AI development and interaction with current IVR technology will begin to add another layer in the overall customer experience.

A great customer experience starts with a great employee experience. What are some trends in employee engagement for contact centers that you are seeing?

One of the big things I’ve noticed is the presence of new desktop tools that allow performance feedback on key metrics. Similarly, gamification software is also improving the employee experience by providing engaging activities to keep employees motivated and involved throughout the day. However, it is important to not lose sight of the impact of open communication and effort recognition on employee engagement. Treating employees with respect and acknowledging their successes will always remain a key factor in employee retention and maintaining a healthy work culture.

Are there technologies that can also enhance the customer support agents' experience on the job?

We are beginning to see more agent assist- tools that allow customer support specialists to be more efficient when solving customer issues. This creates a more seamless experience overall. Additionally, E-Learning at the desktop level has also increased agent knowledge, which allows up-training on new processes to take hold much faster than in the past.

What do you think about the role of human agents in the age of automation?

The automation of basic customer needs gives customer support agents more time and opportunity to handle more challenging and more complex problems.  Each call or contact has now become more difficult. This is especially true in terms of issue resolution since employees are required to handle a wider variety of customer requests. This level of engagement with the customer requires enhanced technical and soft skills, empathy and talent management. This is a process that can be achieved through increased learning opportunities. Every added learning opportunity leads to continued employee development. This better prepares teams not only to handle challenging tasks but also for a successful career in customer service. 

How do you see VR and AR making their way into the contact center to enhance agent performance and experience?

In the near future, AR and VR will become another customer contact channel. This will enhance the customer experience by providing a real-time display that teaches consumers how to properly utilize or troubleshoot various products and services. This will lead to more complete customer interactions and will resolve many of the issues that cause multiple customer contacts. For example, field workers will be able to better address damaged equipment, outages and other service fixes by directly connecting with subject matter experts. These experts will be able to see what’s happening in real time and provide live guidance and support through on screen interactions.  

What are you most excited about in your role at CGS for the next 1-2 years?

I am excited about how fast CGS Atlanta is growing with new client partnerships.  High-level performance is always a strong motivator for a good operations team. I’m also looking forward to growing organically alongside our existing clients.