How Football’s Biggest Game and Contact Center Analytics are Related
From Apple’s Macintosh “1984” ad to the soda wars of the 1990s (Pepsi and Cindy Crawford), the dotcom ads of the late 1990s/early 2000s (who can forget Monster.com’s “I want to claw my way up to middle management” ad copy?), the more recent Budweiser “Puppy Love” ad and—from this year—last night’s Danny DeVito as the red M&M ad (my personal favorite), the big game gives advertisers an invitation to get creative.
It’s not cheap, however. For this year’s big game, one 30-second spot runs about $5 million just for airtime. A price tag this high motivates advertisers to make sure their ads resonate with their target buyers. But shouldn’t it be this way all the time?
Whether you’re creating one of the most influential ads of all time—like the ones I mention above—or a basic marketing campaign with a budget of $50,000 instead of $5 million, if your target buyer doesn’t remember you or isn’t compelled to take action, it’s a waste of time and a whole lot of money.
That’s why contact center analytics can be such an important tool for marketing organizations. With the rich customer insights analytics uncovers, marketers can better know their buyers—buying behavior and patterns, demographics, psychographics, sales history, etc.—and then build more effective and efficient marketing for them. Marketers also can more easily understand, before spending too much money, if their marketing campaigns resonate with prospects and customers.
Despite these compelling arguments, Forrester found that only 55 percent of contact centers share data with marketing counterparts. Why is this? Is it ignorance? No time? An inability or unwillingness to collaborate with them? Turf wars?
It really doesn’t matter what the reason is for the gap. The good news is, there are easy ways to start sharing this invaluable analytics-driven information with your marketing peers. Here’s how.
Four Key Ways Marketing Uses Analytics-Driven Customer Insights
According to Forrester, there are four primary areas in which marketing teams use customer insights derived from contact center analytics:
- To identify and fix common root causes of customer problems. Product issues often are the root cause of customer problems. Customer insights can help product management (or product marketing) more quickly and easily uncover the detailed information needed to identify and rectify the problem, and resolve the customer complaint.
- To identify opportunities for new products and/or services. In the same vein, through the process of resolving customer issues, product managers and product marketers might spot a recurring topic that indicates a prevalent market need for a new feature, product or service.
- To drive changes to marketing messages. In its most basic form, customer insights can help marketers understand which marketing messages work and which ones don’t. They then can modify the messages as needed before continuing to use them or spending more money on the existing campaign.
- To optimize marketing messages through instant customer evaluation. From a testing perspective, marketers can use analytics-driven customer insights to test alternate messages with customers, to understand which one resonates most strongly with target buyers.
It’s time to team up with your marketing department—contact center analytics can help!
Find out more about how contact center analytics can help your marketing team succeed. Check out our white paper, How to Succeed with Contact Center Analytics, to learn more.