Analytics, and Getting to Know Your Customers Better
What is it that your customers really want?
That question is (or should be) the departure point for so many decisions that impact contact center operations. If you don’t know what they expect (or these days the better word might be ‘demand’) from your business, it’s a lot more difficult to give it to them.
You can ask them, of course, with customer feedback surveys, but analytics provides more detailed and accurate insight into every aspect of the customer experience. Used properly, analytics deliver a proactive view of current and future trends that will impact forecasting, product development, marketing and other operations.
Imagine: Analytics identifies a customer that, from their words or actions, is about to sever ties with your company. A special offer personalized to their needs, presented during this critical time, might save the relationship.
Monet offers both speech and desktop analytics solutions that provide an array of customer information; often at the time it is needed most. As agents speak to customers, analytics can offer such important data as their purchasing history, their value as a customer, their temperament, and the outcome of their previous contact center experiences. Knowing this, an agent can react accordingly, or perhaps even route the call to an agent that worked well with that customer in the past.
And while analytics has traditionally focused on calls, the same strategy can be used for social media (now the first choice for millennials), as well as self-service and digital channels. You may not be able to sense mood from a customer’s voice this way, but contact patterns and word choice can be analyzed to determine the most appropriate next step.
Today, however, more than 50% of contact centers still lack any social media capabilities, much less the analytics that make these channels important sources of customer data.
Is it time for your contact center to discover the benefits of analytics?
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