Call Center Data Holds a Wealth of Customer Experience Opportunities

What department in your company holds the most potential business value? Here’s a hint: it’s the department that knows the most about your customers. Unfortunately, in many companies, this value remains untapped.

The contact center is the beating heart of your organization. It’s the most customer-facing operation, and each day, your company collects a significant amount of valuable knowledge that could utterly transform the customer experience (CX) you’re offering.

“Your contact center and the volumes of customer data it holds is a fundamental differentiator in your customer experience (CX) strategy,” said Clinton Cohen, CEO of iContact BPO. “Invaluable customer information flows in and out of your contact center every hour – who they are, where they live, what they purchased, their reasons for making contact, has their enquiry been resolved, what are their pain points, and so much more.

Chances are, your contact center has seen rapid digitization recently – very likely fueled at least in part by the pandemic, which has led companies to build up their remote customer assistance processes. You have more information about customers than ever, whether you’re operating an in-house call center or using the services of a business process outsourcing (BPO) partner. Smart companies are using this information, with proper analysis, to provide deep insights into the customer journey, from point of product origin through to warranty fulfilment.

As an example, speech-to-text capabilities and sentiment analysis allow call centers and BPO providers to deliver higher quality assurance levels. Instead of randomized checks on quality, every recorded conversation can be fed through speech-to-text AI, indexed, and checked for compliance and resolution. Key words can be flagged to reveal trends. Previously, call QA was done on a limited basis where a QA manager listened to randomly selected conversations, drawing up metrics and reporting manually. Thanks to today’s call center technology, thousands of calls can go through an automated, intelligent system that crunches in-depth and accurate reports in minutes, providing reliable, large databases of information for actioning and improvement. The same can be done with webchats and e-mail data.

“Similarly, such capabilities allow comprehensive tracking and recording of a every interaction that a customer has with your call center, so that no matter which agent assists them, they have a comprehensive view of where that customer is in their journey with your business, and where matters were left off in the previous contact,” said Cohen. “Such large tracks of data are best suited for identifying trends which is simply not possible with limited data samples.”

Edited by Erik Linask