There’s no doubt about it. Contact centers are core to a business’ success, and a key part to improving customer experience.
When you create a P&L for a contact centre, you’re on track to eroding the customer experience. The 2023 Contact Centre Industry Research Report showed that 16% of New Zealand’s contact centres are partly or fully offshore. Yes, offshoring has a cost-benefit. But, the downside is that you start to lose local knowledge, and cultural understanding. The result is a diminished customer experience. Industry leaders argue that contact centers are profit centers; not cost centres. Why? Because they contribute more fully to a business’s success by enhancing the customer experience.
The Importance of Local Knowledge in Customer Service
While having an onshore team is beneficial in many ways, it’s even more important in specific scenarios. Onshore contact centers typically have the upper hand in the following areas:
- Handling complex inquiries: Local agents understand local norms and business practices well. They are better equipped to handle complex or sensitive customer inquiries that require a nuanced approach.
- During product launches: Onshore contact centers offer real-time support and detailed product info to customers. This help is crucial during new product launches. At these times, quick issue resolution and fast feedback are key.
- Crisis management: In a company crisis or PR issue, onshore agents can give quick and culturally sensitive responses. These are critical for safeguarding a brand’s reputation.
- Technical support for specialized products: When offering support for technical products, local agents often understand the technical details better. These details are important to customers in their own country.
- Services for the elderly: Older customers may prefer speaking to someone from their own cultural background and language. They benefit a lot from onshore centers, where agents are more tuned to their needs and styles.
- High-end service products: Premium brands or services promise great customer care. They often find that onshore contact centres keep the brand’s high standards better.
- Healthcare services: For healthcare-related inquiries where understanding local healthcare systems and privacy laws are crucial, onshore agents are inherently more knowledgeable and compliant.
- Banking and finance: In sectors like banking, customers discuss sensitive financial information. Onshore centers instill a sense of trust – especially by knowing local financial laws and speaking the native language.
- During peak business hours: Onshore centers operating in the same time zone can manage sudden surges in call volume more effectively during local peak hours.
- Cultural events and promotions: For promotions tied to local events, onshore centers are better positioned when using culturally relevant messaging and support.
These scenarios show the strategic advantage of using onshore contact centers. Local knowledge, prompt support, and cultural understanding play critical roles in delivering great customer service.
The Growing Emphasis on Te Reo Māori in New Zealand
Historically, Te Reo Māori has been underrepresented in commercial settings. Now, it’s seeing a revival due to governmental policies and a growing public interest in Māori culture and language. This sets the stage for its integration into more public and private sector operations. Contact centres are uniquely positioned to play a part in these revival efforts.
Integrating Te Reo Māori allows contact centres to connect deeply with customers who value cultural engagement. Additionally, using Te Reo in everyday business settings also familiarises non-Māori speakers with the language. This can be as simple as incorporating Te Reo into our day-to-day communication, in the way we refer to places, businesses, and departments.
This cultural shift also poses an opportunity for iwis and contact centres to work together to establish businesses specifically dedicated to addressing this need.
The Changing Role of Technology in Contact Centres
Looking ahead, contact centre are set to become even more technologically advanced. With AI and automation technologies taking over more routine tasks, the role of the contact centre agent is even more important. There is a growing need for skill development in areas like digital literacy, complex problem-solving, and emotional intelligence. Training programs now focus on these areas, helping agents shift from being information providers to being more like customer engagement specialists.
The integration of AI and human intelligence will deepen, with technologies like machine learning, natural language processing, and robotics playing a larger role. These advancements will further revolutionise customer service, making it more proactive, personalised, and efficient.
Strategic Benefits of Keeping Contact Centres Local
Keeping contact centres local offers several strategic benefits:
- Enhanced Customer Experience: Local agents are better equipped to understand and solve customer problems. They have cultural empathy and the right contextual knowledge.
- Brand Loyalty: Businesses that invest in customer service are often perceived as more trustworthy. This enhances customer retention and loyalty.
- Economic Benefits: Investing locally supports the domestic economy by building a skilled workforce. This workforce is more attuned to the local market’s nuances and needs.
- Agility and Responsiveness: Local centers can quickly adapt to market or customer changes. This is crucial in fast sectors like retail and telecom.
The value of keeping contact centres in New Zealand cannot be overstated. We must continue seeing contact centers as investments in customer satisfaction and brand loyalty.
By combining modern technology, AI, and local knowledge, we can set new standards in customer service – not only in New Zealand; but globally also. The choice to keep and invest in local contact centres is not just a business decision. It’s a strategic need. It can define the future of customer relationships in a culturally rich, and diverse market.
