How Tech Is Evolving Customer Service Roles

Technology continues to transform customer experience programs and strategies. As businesses incorporate technologies in their procedures, new roles shaped by this digital evolution have emerged. To effectively leverage technology in a modern customer experience program, it’s important to understand the function of five key roles.

  1. Customer success manager
  2. Technical support specialist
  3. Customer experience data analyst
  4. Customer experience quality assurance analyst
  5. Customer experience knowledge manager

1: Customer success manager

The customer success manager is the primary point of customer contact and ensures customers have the resources and support during their initial contact with a company to achieve their desired outcome with a product or service. This role fosters trust and reliable partnership between customers and company.

Customer success managers must stay informed about product updates and enhancements and share that information with customers. As they develop depth in their understanding of customer needs, they may be able to share customer insights internally, identify areas for improvement, and implement changes to enhance the customer experience.

Customer success managers can leverage new technologies to gather data, identify automations and self service features to offer personalized content for their enterprise clients. An AI-driven customer insights dashboard consolidates data from different sources and can help the customer success manager quickly assimilate general highlights or specific details.

2: Technical support specialist

Now that technology is central to most customer service programs, technical support specialists are needed to resolve complex technical issues and provide troubleshooting assistance to customers. Their primary responsibility is to update software, troubleshoot problems, provide solutions, and offer technical guidance to ensure customers can use the product or service effectively.

Technical support specialists can automate ticket management and address critical issues promptly. They may also offer remote assistance services for problem resolution, especially for issues that require hands-on intervention. Technical support specialists can tailor their approach with sentiment analysis features, providing more empathetic and customer-centric support.

Clients can request virtual chat, phone, or video call appointments, for example, to resolve their software usage issues. This collapses customer resolution timeframes, sometimes resolving an issue with one interaction rather than needing multiple interactions to solve a problem.

3: Customer experience data analyst

In a modern customer service program that heavily relies on data to improve the customer experience, the data analyst role is essential to examine data and extract insights to improve overall satisfaction and loyalty.

Data analysts crunch data related to customer feedback, trends, and performance metrics and make data-driven decisions to identify areas of improvement. They pull data from multiple sources to understand customer behavior, preferences, and interactions with products or services. This includes leveraging AI to gain a real-time view of customer data, facilitating more accurate analysis and categorizing and prioritizing feedback to promptly address issues and improve systems.

A data analyst can use CX platforms and technology to uncover common themes—there may be recurring issues or positive feedback, for example—to cull and share insights with product and support teams. This is especially valuable to learn what is working well versus what can be improved.

4: Customer experience quality assurance analyst

The quality assurance analyst role is responsible for monitoring, evaluating, and assuring quality customer interactions with a company's products, services, and support channels. They are tasked with understanding customer satisfaction, detecting potential issues, and evaluating the effectiveness of communication.

Quality assurance analysts may use data collected by the data analyst, and other qualitative and quantitative metrics, to assess whether customer interactions align with established standards. They evaluate customer interactions, monitor call recordings, and perform audits to ensure that customer service representatives adhere to standards and provide consistent service.

Advanced technology offers access to a higher volume of interactions leading to a comprehensive assessment of service quality. AI-generated benchmarks help identify top-performing agents, share best practices, and implement targeted training programs.

An AI-generated call monitoring system in a call center, for example, can automatically rate and transcribe calls to create and interpret a database of call data. Without technology, this task would take hours as analysts would be required to listen to calls one by one and complete a reporting of the call to gather the same data.

5: Customer experience knowledge manager

A customer experience knowledge manager plays a critical role in ensuring that accurate and up-to-date information is available both to customers and internal teams. Their responsibilities include managing knowledge bases, creating and updating documentation, and facilitating the flow of information to improve customer support and overall satisfaction.

This role is especially important to customer facing teams that need knowledge from other departments on how to resolve a customer issue.

New technologies in business operations can be instrumental in enhancing the role of a knowledge manager. They can leverage technology to create FAQs, troubleshooting guides, and other support materials, ensuring that content remains relevant and helpful. They can use AI-generated insights and reporting to optimize the structure and content of the knowledge base, making it user-friendly for customers. They can set up their systems and knowledge base to enhance the efficiency of support teams by providing quick access to information needed to address customer queries.

A knowledge manager can utilize AI to get alerts when there is certain customer or team feedback, for example, under keywords they are looking to develop in the knowledge base. The continuous feedback loop that reports back to the knowledge manager ensures that the knowledge base remains valuable.

Know how to staff a tech-savvy customer service program

The rapid development of new software platforms and AI tools are changing the way businesses navigate their customer experience programs. Five new roles have evolved from this transition, gearing toward monitoring and assessing data in addition to reviewing direct interactions with the customer.  

It will be important to keep tabs on future roles that evolve as technology becomes more sophisticated and intuitive to service the needs of customers or end users.

I am a customer experience and success strategist. I help businesses streamline, transform, or improve their customer experience programs, operations, workflow systems, and customer journeys. If you’d like some help with your program, send an inquiry through my Upwork profile and we can discuss the best options for your needs.

This article was submitted by and expresses the views and opinions of the independent freelancer listed as the author. They do not constitute the views or opinions of Upwork, and Upwork does not explicitly sponsor or endorse any of the views, opinions, tools or services mentioned in this article, all of which are provided as potential options according to the view of the author. Each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situations.
This article was submitted by and expresses the views and opinions of the author. They do not constitute the views or opinions of Upwork, and Upwork does not explicitly sponsor or endorse any of the views, opinions, tools or services mentioned in this article, all of which are provided as potential options according to the view of the author. Each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situations.
Article Author
Author
Sasheen M.
Top Rated
Customer Experience and Success Consultant
Coral Gables, Florida
Customer service

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