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The Fluid Model: Key Questions Answered

The Fluid Model

In this blog we touch upon key aspects of the contact center of the future, gig, Gen AI, the blended fluid model and more.

Are leaders deriving the maximum ROI from the present traditional model of their contact center?

Though contact centers have come a long way over the years, the problems are inherent inflexibility to scale beyond a specific limit, high fixed operational costs, and heavy dependence on FTEs (Full-Time Agents) as leaders devote all their focus on cost optimization. Today’s contact center operations hinge on planning and forecasting based on limited variables within the leader’s purview. But what happens when Marketing launches creative campaigns that suddenly surge the call volumes on the floor? Or imagine the e-commerce platform that’s cracking under the weight of humongous sales volumes.

According to CCW Digital, contact centers are not delivering frictionless, personalized, predictive, and proactive experiences. Connected omnichannel experiences, agent empowerment, and meaningful customer interactions seem elusive.

What mandates the need for contact center transformation today?

Contact centers have come of age over the years, but the current reality is the inherent inflexibility with how they have evolved.

There is no doubt that leaders have improved at working within the limitations of the present model; they’ve developed workarounds to manage the current inflexibilities. But a sudden avalanche of calls means the team starts scrambling to resolve issues as customers’ patience wears thin. With agents stretching their limits and everyone tensed out, the traditional forecasting and planning that was done goes for a toss. The net result is bad experiences that reflect in the metrics.

The Fluid Model: current challenges

What would be Gen AI’s impact on the contact center of the future?

How do we blend what’s working well with the current call center model—like the skilled workforce, the ability to provide a high-touch & premium support experience—and amplify it with technology to transform CX & EX?

Discussions with industry leaders and peers across business verticals indicate 30-70% of customer journey improvements on the front end are possible with generative AI; and 10-50% on the back end when it comes to elevating agent experience and productivity.

Gen AI’s innate ability to rapidly learn unsupervised or semi-supervised has catapulted automation prowess for many industries, including the contact center.

Post-contact processing is where Gen AI will be more pervasive. Gen AI intertwines with existing communication channels to create rapidly scalable interactions across new channels with knowledgeable, articulate, and human-like conversations.

The Fluid Model: AI model

Leverage Gen AI for self-support, resolving defined contact types, automation, intelligent routing, and intent matching (~50%-70% of all intents).

How has gig evolved & what kind of support do gig workers offer?

Gig is being leveraged for increasingly complex tasks, be it in a knowledge marketplace where you source specific skilled talent or find people to work on piecemeal tasks that collectively form a part of a bigger project. Be it an expert-focused peer-to-peer community-type model for authentic and empathetic support engagements or a train-and-deploy solution for bite-sized tasks. The scope for which gig alone can be leveraged is enormous and when you combine it with Gen AI, the possibilities are profound.

Today, call centers are increasingly leveraging gig workforces to achieve scale & flexibility.

How can leaders flex operations & delight customers irrespective of demand fluctuations with the new approach?

Combining the traditional BPO expertise with generative AI and a gig workforce unleashes unprecedented scale and flexibility. Leaders can flex their operations based on demand fluctuations (especially unforeseen situations) as workforce elasticity is available when needed and unavailable when not required. What if retailers could tackle holiday surges without bolstering their operations?

Adopting the blended fluid model holds the key to transformation.

Imagine airline brands scaling up and down without overburdening agents during unplanned inclement weather. Think of gaming brands that could handle surges during new game promotions without ramping up staff, investing in training or skilling time, and incurring additional fixed costs.

The Fluid Model: workforce innovation

Why should leaders embrace the new model?

Because Movate’s blended fluid model focuses on resolutions, experience, & flexibility. Here are the top reasons to embrace the new approach:

  • Scale up personalization with Gen AI-led automation.
  • Drive high first-class resolution rates and self-service support.
  • Streamline the post-contact process, automate KM, and summarize interactions.
  • Provide “elite support” via high-level domain expertise to solve complex issues.
The Fluid Model: transformation journey

Traditional BPO Expertise + Gig Workforce + Gen AI = Scale & Flexibility.

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