Are your customers fully engaged with your company? If you’re like most companies, the answer is probably “no.” They may buy on occasion, but they’re not loyal customers. If they have complaints, they don’t tell you about them: they simply go elsewhere. They’re not all that interested in your marketing efforts (in fact, they may not even opt into them), they may or may not interact with you on social media, and when they have a great experience with your organization, they keep it to themselves.
While this is OK if your goal is simply to make a sale once in a while, if it’s to keep a loyal customer for a lifetime, this simply isn’t enough. A recent Web event sponsored by Transera, Aberdeen (News - Alert) Group and TMCnet sought to pinpoint how companies can use analytics to achieve true customer engagement.
Most contact centers today collect data: a lot of data. Whether it’s in the form of recorded voice calls, e-mails, records of customer self-service interactions, previous transactions, in-store purchase activity or social media posts, it’s all there: clues about what will help the customer find his or her ideal customer experience. Most companies, however, don’t have the means to make the most of that raw data and turn it into actionable intelligence that can be used to boost customer loyalty.
Omer Minkara, a research analyst for Contact Center and Customer Experience Management with Aberdeen Group, and Rich Guth, VP of marketing for Transera (News - Alert), said that by following best practices in analytics data, companies can transform their mountains of information and turn it into real insight. This is a necessity in today’s market, where customers are more empowered then ever and expect that the companies they do business with will amaze them.
For many companies, there are roadblocks in the way of better customer experience management. Aberdeen Group research has found that a lack of integration between enterprise systems is one of the top reasons customer care remains lackluster. The second reason, with nearly one-third of respondents reporting this problem, is that “customer trends and wants are not known/recognized.”
Too many companies see their operations only in terms of events, said Transera’s Guth during the Web event. Even tracking whole interactions becomes challenging. The goal is go beyond tracking events and full transactions and reach a place where companies can look, at a glance, at the entire customer journey, regardless of which media the customer chooses to interact with a company.
There is where analytics come in. A good analytics solution pulls data from multiple sources, including the IVR, the customer relationship management (CRM) solution, the predictive dialer, the order entry system, the ACD, call recordings (via speech recognition) and social media. It analyzes the material, finds patterns and red flags, and generally yields intelligence that would have taken humans months or years to uncover… if ever.
Properly implemented, customer analytics have been proven to effect multiple changes on contact center operations, including increased revenue per call, better customer satisfaction, happier agents and an improved bottom line.
Edited by Alisen Downey