1. Insights
  2. People & Culture
  3. Article
  • Share on Facebook
  • Share via email

Five key skills to look for in future-ready CX talent

Posted November 7, 2024
Photograph of TELUS Digital team members collaborating in a meeting room

The landscape for hiring in customer experience (CX) is evolving. As technology advances, so do the skills required to deliver exceptional experiences.

In a recent webinar from TELUS Digital,

, David Rickard, partner at Everest Group, highlighted that in the near- to mid-term, a balanced approach combining human expertise with technology will be crucial for delivering optimal customer experiences, especially in addressing complicated issues where technology alone may not suffice.

While artificial intelligence and automation can effectively handle simple, routine tasks, Rickard emphasized that human agents play an essential role in building trust and loyalty through empathetic interactions and complex problem-solving.

So, what qualities should brands look for when hiring CX talent today?

The answer lies in finding team members who combine tech-savviness with emotional intelligence, deep industry expertise and a strong problem-solving mindset.

Read on to uncover the five key skills Everest Group anticipates will define the next generation of CX professionals, supported by insights and quotes from experts featured in the webinar.

Efficient CX delivery: A tech-driven approach

Join industry experts from TELUS Digital and Everest Group as they explore how leading technologies, such as generative AI, automation, analytics and more, are delivering value for organizations without compromising service quality.

Watch the video

1. Deep domain/industry expertise

As consumer expectations shift, deep industry expertise is more essential than ever, says Rickard. "Especially as you start thinking about not just delivering customer experience, but solving business problems through customer experience." According to Everest Group research, the demand for industry-specific expertise in CX talent is expected to shift from a basic level to an advanced level, reflecting the need for talent that can align CX strategies with complex business goals.

For companies, hiring talent with this level of insight translates into offering more personalized solutions. Whether in banking, healthcare, retail or tech, agents well-versed in their industry's unique ecosystem can skillfully navigate regulatory landscapes, anticipate evolving customer needs and provide insights that elevate both CX and overall business outcomes.

For example, in the banking industry, consider a customer reaching out with concerns about potential fraud on their account. A CX agent with in-depth knowledge of financial regulations, fraud detection protocols, including software tools and bank-specific compliance policies, can not only reassure the customer but can also take steps to prevent account breaches. By recommending proactive measures, such as a temporary freeze, setting up fraud alerts or assisting with multi-factor authentication to enhance account security, the agent reduces the likelihood of financial loss for both the customer and the bank. This proactive approach strengthens customer trust, which is crucial for loyalty in a competitive market, and demonstrates how an informed CX team can help the bank mitigate risk and lower fraud-related costs.

2. Problem solving

Alongside the rising complexity of customer demands, technology is playing an increased role in managing routine tasks. With AI and automation taking over basic, transactional interactions, human agents are now responsible for addressing more nuanced, high-stakes problems that require judgment, ingenuity and timely solutions.

"The days of the old standardized script — which most customers detest in any event — are pretty much over," said Jeremy Tamm, vice president, sales and marketing at TELUS Digital. "As organizations serve up more and more information via meaningful digital systems of engagement, it is natural for those inquiries coming into a contact center operation [to be] more complex. They are more difficult." This shift places higher expectations on contact center agents, who must handle these intricate cases without the traditional safety net of preset responses.

To meet these new demands, Everest Group suggests that the problem-solving proficiency of CX talent will need to rise from limited to advanced. Moving forward, companies should prioritize hiring employees who can skillfully navigate complex issues and think beyond the script. Independent problem-solving and the ability to manage unpredictable scenarios will be essential for delivering exceptional, personalized experiences.

3. Emotional intelligence/empathy

Emotional intelligence — the ability to understand, manage and respond to both one's own emotions and those of others — is a vital skill for CX agents. It enables them to connect with customers on a deeper level, ensuring they feel heard, understood and valued. Agents with high emotional intelligence can skillfully de-escalate conflicts, navigate sensitive situations and turn negative experiences into positive outcomes. In fact, organizations with high emotional intelligence tend to deliver better customer experiences, achieve higher customer loyalty and enjoy increased productivity, according to the Harvard Business Review's

The EI Advantage
report.

The future of the contact center involves a "combination of human and AI collaboration," said Jim Mitchell, vice president, customer experience innovation at TELUS Digital. He stressed that while technology can manage simple tasks, there will always be critical moments where empathy is essential in customer interactions. Over-reliance on technology, Mitchell cautioned, risks overlooking these vital human touchpoints.

As mentioned, effective problem-solving is fundamental to addressing customer issues, but it must be paired with empathy and active listening to navigate emotionally charged situations. This dual approach will enable agents to build lasting customer relationships by ensuring that customer needs are met with both expertise and understanding.

Research from Everest Group indicates that agents' proficiency in emotional intelligence/empathy will need to rise from basic to expert levels. As generative AI further reshapes the contact center, the demand for emotionally intelligent, highly skilled CX professionals will be greater than ever.

4. Adaptability

Everest Group research anticipates that digital technology proficiency of CX employees will need to increase from a limited to an intermediate level. Technology is advancing at a rapid pace, and the tools leveraged today will continue to evolve. Consequently, agents must cultivate versatility and a willingness to quickly learn and adapt. This adaptability is essential not only for personal growth but also for maintaining operational efficiency and ensuring that customer interactions remain seamless.

According to the Forrester report,

Generative AI Is The Catalyst For Change In The Contact Center
, agents will need to invest time in developing their artificial intelligence quotient (AIQ) — a metric designed to evaluate the proficiency and readiness of individuals or organizations in adopting, understanding and leveraging AI technologies — to effectively work alongside AI. Even the most advanced technology solutions cannot compensate for a fundamental lack of skills, attitudes and resources within a workforce.

To navigate this changing landscape successfully, organizations should prioritize hiring agents who are quick to embrace new technologies and apply that knowledge to their daily tasks.

5. Ability to multitask

The rise of omnichannel communication means that customers frequently switch between different channels during a single interaction. For instance, a customer may initiate a conversation on social media, follow up with an email and ultimately resolve their issue over the phone. This expectation — where consumers can seamlessly contact their favorite brands through their preferred channels — likely drives Everest Group's prediction that CX employees will need to improve their proficiency in managing multiple communication channels, shifting from a limited to an intermediate level in the near future.

CX leaders should focus on sourcing talent with the cognitive flexibility to navigate seamlessly from one channel to another while maintaining a cohesive conversation. Understanding the unique nuances of each channel is crucial, as agents need to tailor their approach based on the medium while keeping the core message and intent consistent. The ability to juggle multiple tasks without sacrificing quality will empower agents to deliver exceptional service, regardless of how or where the customer chooses to engage.

Future-proof your CX operations

As the CX landscape continues to evolve, organizations must prioritize the development and hiring of future-ready talent. Such talent needs to be equipped with the skills that are vital for delivering the kinds of customer experiences that drive loyalty and satisfaction in a competitive marketplace.

Partnering with a contact center outsourcing company like TELUS Digital can provide brands with a significant advantage when it comes to sourcing CX talent. We are attuned to the critical customer experience skills that employees need to succeed both today and in the future, ensuring that our agents are equipped to navigate the complexities of modern customer interactions. Explore how TELUS Digital's CX talent can elevate your brand's customer experience — contact our team to learn more about future-proofing your customer experience operations.


Check out our solutions

Simplify the management of your digital infrastructure & operations with our end-to-end solutions

Learn more