Today’s call center is responsible for so much more than simply handling customer calls. While it is important for the agent to take the call and deliver resolution to the customer, it is also important to capture critical data that can be turned into business intelligence. This approach to customer interactions is driving the need for call centers on demand.

In everyday life, consumers are offering up a wealth of information that is vital to marketers. They share their likes and dislikes on social media, they make online purchases, they check-in at their favorite locations and they use their smartphones for information capture, communication and entertainment. The on-demand call center should be focused on capturing this information.

A recent Smart Data Collective article shared a bit of insight into how big data can help the call center improve performance. The call center that is able to predict the needs of its customers is able to provide a better level of customer service. Data allows for the examination of behavioral patterns so the call center can design its approach to customer interactions according to the needs of the customer base.

Customer service offerings are also improved when the call center completely understands its own customer service patterns. It’s important to know the hours a customer is most likely to contact customer service and the channel they are most likely to use. When these questions are asked and the answers are used for proactive management of customer care, experience is enhanced.

Data captured in the call center also helps to justify the resources needed to meet customer demand. It provides valuable information as to the product or service adjustments needed to keep customers happy and loyal. Additionally, the data captured from a customer interaction can be used to improve interactions in the future. The agent calling to check on a customer’s purchase made the week before sends the message as to how the company values that customer.

Capturing customer data can allow for the creation of targeted coupons. Customers won’t value a special offer unless it’s relevant to their likes or lifestyle. The company that extends such an offer is more likely to get the customer to act on the offer and gain their loyalty, as it communicates that they know the customer well. It also ensures that customer expectations are met without extra effort on the part of the customer.

Today, call centers are capturing Terabytes of data on their customers on a daily basis, yet many still don’t know what to do with that information. Putting a clear strategy in place on what information to capture and how it can be used to improve performance and profits is a great first step in the right direction.