There is a certain attraction to universal agents for contact centers: we dream of the agent who can do it all. In theory, if a contact center could be staffed with universal agents, all contacts could be managed through a single queue regardless of contact channel. Let's look at the case both for and against universal agents.
What exactly is a universal agent? Universal agents are those who can skillfully handle any type of issue—anything from technical to billing problems. More recently, with the emergence of the muilti-channel customer, universal agents have come to refer to those agents who can handle customers across any assisted contact channel, from phone to social. In a sense, both are correct and offer similar benefits. However, they also pose operational challenges.
While there are few use cases where universal agents are required, a colleague ran across an instance where it would make sense. The company supported both web-to-case and email-to-case functionality. When a customer contacted the company about the status of their case, they were routed to the agent who handled the online inquiry, assuming that agent was available. Otherwise, the customer was routed to a universal queue (universal queues will be discussed in another blog post). Using agents in this way was not about saving money but rather providing a differentiated service experience.
In addition to the customer-agent affinity use-case, universal agents may allow smaller centers to provide a cost-effective assisted service. In the smaller centers, utilization is often low and universal agents may provide a productivity boost by aggregating service demand.
To quote the great baseball coach Yogi Berra, "In theory, there is no difference between theory and practice. In practice, there is." The reason contact centers do not embrace universal agents, especially for multi-channel contact, is that it is very difficult and very expensive. As my colleague Robert Roop noted, "Every call center that I have worked in, managed, or consulted with has considered universal agents. None of them were able to operationalize it."
Why is this so? There are a number of reasons.
While there may be outlier cases for universal agents, in the vast majority of cases there is no reason to try. Simply put, universal agents are too difficult to put into practice. It would be better to look for other ways to improve each agent's productivity and effectiveness.
Thanks to Syed Kirmani, Robert Roop, and Abbas Rangwala for their contributions and insights for this article.
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