Last week, we hosted a webinar featuring Rich Wang, Cresta’s VP of Professional Services, and David Garza, VP of Sales and Sales Operations at Brinks Home. Rich and David discussed the findings from Cresta’s State of the Agent Report 2024: GenAI’s Rise in the Contact Center, a survey that examined how agents really feel about generative AI transformation in the contact center, in light of the prevailing narrative that AI is killing jobs.
As they dug through the findings – like the fact that 65% of agents are actually eager for real-time AI support during customer interactions – they also drew on their real-life experiences in how generative AI is reshaping the landscape of contact centers.
Here, we’ll recap David’s three essential tips for other leaders to guide their teams through AI adoption and AI transformation successfully.
Tip 1: Communicate the vision early and often
David immediately stressed the importance of clear and regular communication when embarking on an AI transformation project. Too often, frontline agents – who stand to benefit the most from AI – are left out of key conversations, making it difficult for them to feel invested or heard. To address this, David highlighted that as he and his team mapped out the project’s vision and execution, their main focus was ensuring the message resonated across the entire organization. Their goal was clear: to ensure everyone, at every level, fully understood and embraced the initiative.
He recommends starting the communication process with the leadership team, with a particular focus on those who are directly managing the frontline agents. While implementing generative AI has tremendous upside for agents, supervisors also reap incredible benefits: time savings, ease of quality management, and the ability to make faster, stronger, and more data-driven decisions.
This approach also helps to set expectations early on and make sure that everyone is aligned on what success looks like at every phase of the process. Critically, this also allows everyone an opportunity to weigh in, ask questions, understand what the implications are for their role, and debrief on anything they may be worried about.
AI in contact centers is not just about automation – it’s also about empowering agents. 35% of unhappy agents say that their company’s leadership isn’t prioritizing investing in tech that actually supports them at work. Communicating the vision for an AI transformation project early and often builds trust, demonstrates your investment in your agents and their success, and sets clear expectations.
Tip 2: Create a thoughtful game plan
For any change to succeed, a well-crafted, thoughtful plan is essential. David emphasized that rolling out AI should follow a phased approach—moving too fast risks overwhelming the entire organization. By pacing the introduction, the team ensures a smooth transition, maintaining momentum and alignment every step of the way. Start with small, manageable releases that deliver quick wins. Clearly guide both leadership and frontline agents on how to navigate the new technology, where to find resources, and what to expect. This approach fosters agent buy-in, creating visible, immediate improvements in their daily tasks and performance.
As David suggested, ‘put numbers on the scoreboard’. It brings attention to the value that this AI transformation is bringing the organization; capitalize on that attention and use it to help drive further value and buy-in.
David also emphasized the importance of giving agents visibility into the data that is being used to assess their performance. In fact, 75% of agents report that they actively seek this kind of visibility in their contact center roles; data-driven insights empower agents to take control of their own development, and fosters a sense of ownership and engagement.
From a leadership perspective, demonstrating how AI-driven changes will help make them make faster, data-backed decisions also drives organizational buy-in. With real-time insights, coaching becomes more personalized, leading to improved KPIs, greater agent satisfaction, and ultimately a better customer experience.
Tip 3: Be patient – success takes time
Finally, David emphasized the importance of patience. An AI transformation is a long-term process, and it’s crucial to manage expectations – your own, as well as those across the business. This isn’t a ‘set it and forget it’ process; it requires active investment in both time and resources.
For example, early in the implementation process, leaders might face duplicative work as old processes transition into AI-powered ones. However, the eventual payoff is substantial. David shared that with AI at Brinks Home, leaders saved 60% of the time they previously spent on coaching sessions, allowing them the time and space to focus on more impactful, strategic, and personalized coaching for their agents.
The current result? A more engaged workforce, and ultimately, better customer outcomes. As David highlighted, the biggest upside is always to the end customer, who benefits from more empowered, better-equipped agents.
Wrapping it up
David’s stories from the field illustrate that AI in contact centers is far more than a buzzword. It’s a powerful tool for improving agent performance, increasing customer satisfaction, and driving operational efficiency. However, as with any major transformation, success depends on strong leadership, clear communication, a solid plan, and a healthy dose of patience.
To learn more from David and Rich, check out the full webinar replay on-demand, and grab your copy of the State of the Agent Report 2024: GenAI’s Rise in the Contact Center today!
