We focus a lot on customer experience (CX) being the new competitive edge for businesses wanting to build brand loyalty and drive growth. However, when it comes to achieving these high standards, it is important to recognise the role of the agents in delivering the organisations customer experience strategy and that it is only as effective as those agents' experiences. This means the focus cannot solely be on customers but must also extend to the agents providing the service.
Agent experience (AX) is a critical factor that can significantly impact the quality of the customer experience in any contact centre setting – whether that’s a formal contact centre or informally where the agent has multiple roles.
In this blog, we hear CRO’s Andy Jones’ thoughts on why agent experience is so important in creating an excellent customer experience and how the right software tools can empower agents to achieve their full potential in delivering top-tier customer service.
“Agent experience is often seen as secondary to customer experience, but that’s wrong. It should be first... as without its consideration how can customer experience be consistently improved.”
The impact of agent experience on customer experience
The relationship between agent and customer experience may not always be obvious, but they are inextricably linked. Here is why:
Studies consistently show that happy agents lead to happy customers. Employees who feel valued, supported, and equipped with the right tools tend to perform better, have more positive attitudes, and go the extra mile for customers. In a contact centre, agents are on the frontline, interacting directly with customers. If they are engaged, motivated, and satisfied with their work environment, it’s more likely that they will provide a friendly, professional, and efficient service. On the contrary, disengaged, or frustrated agents can lead to poor interactions, resulting in a negative customer experience.
Reduced agent turnover = better consistency in customer service
High agent turnover is a frequent problem in contact centres, and it comes with significant consequences for both the agents and customers. When agents frequently leave, it disrupts the consistency of service, as new agents are constantly being trained, and existing agents may struggle to keep up with their workloads. Moreover, customers who interact with different agents on each interaction may have to repeat themselves or receive inconsistent information. When agents are satisfied in their roles and feel appreciated, retention rates tend to improve, ensuring that experienced agents are delivering consistent, high-quality service.
One of the most important metrics in customer service is first-call resolution, which refers to solving a customer’s issue during the first interaction. When agents are well-supported, confident, and well-equipped, they are better able to resolve customer issues effectively on the first call. On the flip side, agents who feel overwhelmed or under-resourced may struggle to provide timely solutions, resulting in repeat calls, longer resolution times, and increased customer frustration.
When agents are empowered to make decisions and take action, they are more likely to resolve complex issues quickly and autonomously. This not only leads to a more efficient service experience but also results in customers feeling valued and respected. Agents who are given the autonomy and the training to solve problems will build better relationships with customers and create positive brand interactions. A good agent experience is one that fosters independence, expertise, and confidence.
How software plays a key role in enhancing agent experience
While agent experience relies on many factors—such as workplace culture, support systems, and management—technology and software play an increasingly significant role in enabling agents to deliver /their best performance. The right software tools can simplify processes, reduce friction, and enhance overall efficiency, making the job easier and more rewarding for agents.
“Don’t make it difficult for agents with complex software. Hard to use software can have a major impact on the agent’s productivity. Why not make their life easier with feature-rich omnichannel contact software that has a simple and agent-centric user interface.”
Customers expect to interact with companies across multiple channels—phone, email, web chat, social media, and more. For agents, managing multiple communication channels can quickly become overwhelming, especially if each platform requires separate logins and interfaces. Omnichannel software, like our Cxp solution, consolidates all customer interactions into a single interface which streamlines workflows, allowing agents to efficiently manage inquiries from all channels in one place. This saves time and reduces stress, ensuring agents have more control over their workload and can provide quicker resolutions to customers.
One of the biggest challenges for contact centre agents is the pressure to have instant access to the right information. When agents must search through long FAQs or wait for managers to answer queries, it delays response times and affects the customer experience. Knowledge bases and intelligent features like chat translation can provide agents with real-time solutions, suggesting answers and troubleshooting steps based on customer inputs. This reduces the cognitive load on agents, enabling them to be more efficient and accurate in their responses.
Tracking agent performance is essential for identifying areas for improvement and providing the necessary training and support. Modern contact centre software offers performance analytics tools that provide supervisors with detailed insights into agent productivity, customer satisfaction, and service quality. This data allows supervisors to identify trends, celebrate top performers, and offer targeted coaching to those who need it. When agents feel that their development is supported by data-driven insights, it enhances their job satisfaction and motivates them to improve.
In many contact centres, agents can face situations where they need immediate guidance from a supervisor or peer. Software that facilitates real-time collaboration—such as chat, voice, or screen sharing features—ensures that agents can easily reach out for support without disrupting their workflow. This minimises response time when agents need assistance and ensures that they can resolve customer queries without delay.
“When customer loyalty is difficult to maintain in this fast-paced market, why are we not focusing on the agent experience as a crucial tactic in delivering exceptional customer satisfaction?”
Delivering an excellent customer experience is no longer solely about providing fast and efficient service; it’s about creating an experience that leaves a lasting positive impression. The key to unlocking exceptional CX is understanding that it starts with the people who interact with customers every day—contact centre agents. By prioritising agent experience, companies can foster a motivated, satisfied, and well-equipped workforce, which leads to happier, more loyal customers.
Moreover, investing in the right contact centre software is crucial in empowering agents to deliver their best. The right tools simplify workflows, provide valuable insights, and enhance overall efficiency. When agents are supported by effective software and management practices, they can provide better, more personalised service, which in turn leads to better customer outcomes.
Customer expectations are higher than ever, organisations must recognise that creating exceptional customer experiences begins with improving agent experiences, and that starts with the software they use. We have created an omnichannel contact solution, Cxp, that has been designed with the agent, supervisor and administrator experience isn’t in mind. By focusing on the above, businesses can achieve greater success and long-term growth.