CCI Kenya is a major player in Africa’s business process outsourcing (BPO) industry, providing services that allow multinational companies to outsource parts of their digital customer management to clients domestically and internationally, particularly in the e-commerce sector. Their approach involves integrating cutting-edge technology into their services. Rishi Jatania, the Managing Director of CCI Kenya, emphasizes the importance of finding a balance between automation and human involvement in contact centers, especially considering the rapid development of automation and AI in e-commerce.
Jatania points out that while automation, such as AI-driven chatbots, has become common in various industries, human interaction remains essential for effective customer service. While automated systems can handle certain functions, consumers still value human interaction, particularly when dealing with complex questions or issues. CCI Kenya strives to strike this balance by collaborating with renowned brands to provide automated services while ensuring high standards of human interaction through trained contact center agents.
Jatania acknowledges the global trend of increased automation in business and the need for companies to remain competitive. However, he notes that the benefits of automation must be weighed against the importance of providing consumers with the human attention they demand. While automation can facilitate quick order-to-delivery models in e-commerce, it may fall short when addressing specific consumer queries or complex issues.
Jatania emphasizes that automation has its place within e-commerce, offering benefits like 24/7 customer support, but over-relying on automation for customer service could potentially damage a brand’s reputation and customer loyalty. E-commerce companies that prioritize human involvement alongside automation are better positioned to meet consumer expectations and drive sales.
