Social Media and Speech Recognition are so yesterday – get ready for Personality Mapping


Just when you thought your contact center is on top of it all by adopting the latest IVR and CRM systems which supports social media and advanced speech recognition, here comes the new frontier in transforming the contact center: Personality Mapping. That’s right, finding the ideal agent to service the customer. It sounds straight forward and brutally simple, but it’s not a feasible feat until recently with the advancements in artificial intelligence (AI) and neural networks:

Finding the optimal match between caller and agent is a rich and evolving process based on caller and agent characteristics.  Until a few years ago, there was not enough computing power available to perform the millions of calculations required to match callers and agents using enough data attributes of each to produce optimum pairings with consistent results.  Today the computing power exists and is aided by artificial intelligence and neural networks that are capable of matching callers and agents based upon personality attributes in 40 milliseconds

The benefits to the contact center are obvious:

What kind of results can such a technology deliver?  Technology that can take in data on the agent, caller, and agent performance history can dramatically increase conversions in a sales environment.  It can increase first call resolution and customer satisfaction while decreasing average handle time (AHT).  Matching callers to agents based on the probability that an agent can generate a rapport with the caller also leads to higher agent satisfaction scores, an improved work environment, greater retention, and decreased agent burnout.

But for this to work well, the organization must have good data — current and historical, and as much as possible. Thanks to today’s storage technology and cost of it, this shouldn’t be a big problem for most companies. The hard part is ensuring data readability and integrity.

Personality Mapping isn’t just an evolution in contact center technology but it will also impact the center’s staffing and human resource policies. Suddenly you would not want to hire just anybody to take calls — now you’d want to administer a personality test to the candidate as well. With the massive data collected about your customers, you’d know what type of personality and demographics from an agent to best fit the organization to provide the best service to customers. What about affecting workforce management? The customer-agent matching engine may skew call distribution numbers to favor a certain group with particular attributes. Will the routing rules have to be changed? Most likely, to accommodate Personality Mapping. What about agent compensation? Without updates to the routing rules, an agent lacking certain favorable attributes to match with more customers may end up with a less than stellar report card, even though it’s probably not his (or her) fault.

This is an interesting and far-reaching technical development in the contact center, and I cannot wait to use such a system and read more case studies about it.

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