I think that this is addressing the wrong issue too - make it possible for people to help themselves by providing the online tools to do it. People aren't going to sit in a phone queue for lord knows how long if they can do it in a couple of minutes online.
Number one change here is actually to address the BA management mindset. It needs to stop seeing IT as an operating expense that needs to be minimised in order to increase the bottom line, and instead approach it as central to the ongoing operation of its business.
Exactly. Focusing on call centers is very 1990s and simply not scalable.
It would be much better to focus on the portal/app to give people tools to make changes themselves. I often scratch my head wondering why do I have to call BA to make a simple change (the dreaded "this change cannot be made online, please call xyz". Why? In 2019?
Online tools done the right way, there would be hardly a need for call centers. At least not to the current extent, I bet a vast majority of phone queries could be sorted online with right tools provided by the BA. Would save them money long term too.