With the emergence of multi-channel communication in today’s contact centres comes an inherent challenge: accessing and understanding all the data created by those various channels.
Having a plan on what to do with the data and with whom to share the information is just as important as access to the data. After all, how else will you truly understand your customers’ motives, needs and satisfaction with your service?
You can bet your competitors are taking steps to understand all of this valuable data. And they likely face some of the same challenges you do:
It’s easy to understand why many contact centre leaders find it difficult to integrate all of their multi-channel data—much of it generated by and stored in separate business systems—in order to leverage it to its full advantage. The rewards are well worth it, though, and they’re growing in value every day.
Constant innovation in contact centre reporting and analytics solutions, for instance, more easily make critical customer insights available to other departments, and they can surface the true intent of a customer’s words. Let’s look at each one of these use cases.
For instance, marketing teams benefit greatly from the insights gained during customer interactions, but historically they’ve not received ready access to them. According to Forrester, marketing teams can use customer insights derived from contact centre analytics to:1
Beyond basic contact centre reporting and analytics, today’s more innovative solutions actually can determine a caller’s “sentiment,” or what they mean, rather than just what they say.
For instance, Calabrio ONE automatically delivers a sentiment score for every voice-transcribed customer interaction. With it, contact centre, marketing and customer experience decision-makers can access reliable customer sentiment data in order to quickly uncover the root causes of customer discontent while driving key business decisions.
As modern contact centre reporting and analytics solutions evolve at a dizzying pace, the gap between them and the contact centre leaders reluctant to adopt them continues to widen. If you’re one of these leaders, you can’t afford to wait any more.
1 Forrester, “Maximise Customer Data with Analytics.” May 2017.