This should not be seen as a threat to South Africa’s call centers and business process outsourcing sector, but rather as today’s “business as usual”. They will free up human agents’ time to focus on higher-value conversations that impact customer relationships and brand loyalty, something South Africans are particularly good at.
“For the BPO sector specifically, with its traditional metrics of how many calls we handle and how quickly we get through the calls, the focus is now about how we ensure call successful closure and exceeded client experience, no matter how long it takes,” St Quintin says. “People are the core ingredient to ensuring both scenarios described above can be successfully completed.”Falkenberg noted that South African contact center agents have exceptional EQ- emotional quotient or intelligence.
However, Falkenberg notes that while the use of large language models like ChatGPT has significantly improved the quality of chatbot responses, it has not made them better at having meaningful conversations. Human agents can act as both assistants and advisors to customers. At times they are asked to simply provide the right answer or perform the required action. But other times they are required to advise the customer, understand their situation, unpack their needs or identify the root cause of their problem before offering a relevant solution.
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