Last month, Adobe Marketing VP, John Travis, shared insights from Adobe’s 2016 Digital Trends report, including which opportunities businesses are most excited about this year. The number one response? Customer Experience.
“In 2014, it emerged as a top priority for marketers. In 2015, it gained momentum. Now, in 2016, it’s so important, it pulls other priorities into its orbit,” explained Travis, drawing parallels between customer experience and the sun.
But, if this burgeoning field is really the centre of a business’s metaphorical solar system, then the contact centre is the high-powered telescope through which the C-Suite can zero in.
Like a telescope, the basic structure and functionality of the contact centre hasn’t changed very much since inception: A customer calls (or nowadays emails or starts a chat), a representative answers, an exchange occurs, then on to the next call.
On its own, this one interaction may not be so useful to the development of corporate strategy, but multiply it over a few hundred times a day, 365 days a year, and a substantial set of quantifiable data will emerge. Calabrio helps businesses focus this lens.
During a 12-month period between 2014 and 2015, Calabrio recorded more than one billion calls. That’s a serious number of calls and a serious amount of power when it comes to examining how your customers are interacting with you – and it goes beyond the usual marketing and sales channels. However, simply collecting data and storing it is about as useful as pointing your telescope at the ground. In order to make it actionable, businesses must have the right technology in place.
For contact centres, that technology can include anything from omnichannel recording and analytics tools to workforce management (WFM) solutions or – better yet – Calabrio ONE, a comprehensive software suite that handles all of the above.
With these technologies, businesses can sort and analyse data in real-time, revealing clear trends. With this information, organisations can both ask and answer questions to help drive decisions that improve the customer experience. Why are your customers contacting you? Are they left frustrated or satisfied? Do they have to make contact multiple times, and if so, why? These are just a few examples in a limitless list of possibilities, and every company can turn the insights gained from Calabrio ONE into tailored, empirical, customer-conscious business changes.
Learn more about how you can start better leveraging your contact centre to improve the customer experience.