There’s no denying the contact center has emerged as the company hub that best captures and understands true voice of the customer (VoC) insights. After all, that’s where customers direct their real-time product and service questions, concerns and reactions. That’s why even decisions made outside of the contact center tend to manifest directly from the contacts made within it.

Despite this reality, many companies still stumble when it comes to leveraging those VoC insights to improve their businesses and their customer experiences (CX). But it’s not ignorance or oblivion that stops them—it’s an inability to put easy access to revealing contact center data into the hands of the departmental users who need it most.

As a result, product engineering teams forge ahead without really knowing if the products they design and build meet real-world needs. Sales and marketing teams try to effectively communicate with buyers without knowing if what they say and do really matters. And other departments do their best to optimize operations with the limited customer data they have.

Amid all this disconnected data, some of these same companies tout themselves as “connected enterprises.”

But is that even possible? I don’t believe it is.

That’s because an enterprise simply cannot be considered truly connected if it’s not bettering its business by fully tapping VoC revelations from the contact center.

The scenario I outline above might be common—but it doesn’t have to overwhelm you.

It IS finally possible for individuals spread across the business to easily identify the VoC insights and trends most important to them—even when those insights are hidden within terabytes of contact center data. And users don’t have to be data engineers or mathematicians to do it.

A new breed of contact center analytics—ones like Calabrio Analytics—makes finding and acting upon near real-time customer data fast and easy. With it, best-in-class contact centers can stream critical VoC data to other internal departments, so they can use it to more rapidly improve products, services and the CX.

Using something like Calabrio Analytics, contact center leaders could, for instance, deliver fresh customer performance stats directly to the marketers running a new campaign. Or, they could deliver near real-time insight about lost sales opportunities to sales leaders by analyzing contact center data for specific phrase hits related to customer objections.

Analytics also can more quickly spot and understand details about unexpected CX events that occur. For instance, if the number of customer inquiries suddenly skyrockets, analytics can:

• Pinpoint the issue by using sentiment analysis to identify the key phrases customers are using;
• Immediately disseminate relevant details to the departments responsible for fixing the problem and assuaging the customers affected by it; and
• Help leaders more proactively respond to the issue—by, for example, promptly adding more agents to the intraday schedule to handle the surprise increase in volume or updating the automatic call dialing (ACD) system messaging with information about the outage.

It’s this kind of rich, real-time VoC insight that fosters the connections you want throughout your enterprise. And it all starts with the contact center.

Continue your connected VoC journey with expert-designed inspiration on how to incorporate third-party data. Enterprise Customer Experience Intelligence (CXI) is a complimentary solution included with Calabrio Data Management that provides a quick-start approach to BI for the modern enterprise.